A Research On Customer Satisfaction With Travel Agency

Tourism industry develops fast with the development of China economy and improvement of people's living standards in recent years. As one of the three major industries of tourism industry, travel agency plays a very important role in it. The service quality of travel agency affects directly not only tourist's experience but also the customer satisfaction index.Customer satisfaction index is mainly determined by service quality of travel agency, the substance is to evaluate the service quality of travel agency. This paper presents the evaluation index system and a questionnaire based on travel agency industry characteristic. The author uses SPSS 11.0 for Windows to make an exploring factor analysis on the data obtained through a questionnaire survey and finally sets up a reasonable evaluation index system for travel agency.On the basis of research, the author uses fuzzy comprehensive evaluation to analyse customer satisfaction index. The experiment shows that the proposed methods are valid.By study of customer satisfaction index of travel agency, this paper provides guidance for travel agency to improve their service quality and customer satisfaction index.