The Effect Of Customer Participation Dimension On Service Quality In Tourism Industry

With the service industry in the national economy increasingly prominent contribution, service quality become one of the decisive factors in the development of service enterprise and the study for service quality received more attention. Improving the service quality, improving customer satisfaction and customer loyalty maintenance become the final results of various strategies in service enterprises. Customer plays an important role in the process of service delivery. Due to the special nature in the service delivery process, Customer is involved as an essential part of, and customer participation has been contained in marketing strategy.Tourism industry is one of the industries with high customer participation now. Foreign studies indicate that customer participation in the tourism industry will improve the customer perception levels of service quality, and improve customer satisfaction. Previous Research of customer participation focused on customer participation level, motivation and influence factors of customer participation. Based on the customer participation dimensions, this thesis starting to study the impact of perceiving service quality and provide a theoretical basis for enterprise management of customers participation in tourism industry.This study reviews the related theories of domestic and foreign customers participation, in particular the dimensions of different scholars to customers participation. Through the literature review and interview method, it constructs the customer participation dimension in tourism industry and selects the SERVQUAL Scale in perception of service quality measurement, then builds the relationship theoretical model between customers participation dimensions and service quality in tourism industry. In empirical research using statistical software to recover the 166 valid questionnaires were reliability and validity testing, and verification of correlation between the model. Empirical results validate the basic idea of this study, the main conclusions are as follows:(1)Customer participation dimensions to service quality have significant impact in tourism industry, but customer participation in the three dimensions to the various dimensions of service quality is different, in which the influence of information sharing on tangible and assurance have significant; responsible behavior on the response, assurance and empathy of a significant impact; interfere behavior with the reliability and responsiveness had significant effects.(2)Dimensions of the customer behavior participate perception of service quality in different path coefficients. Comparing with information sharing and interference behavior, responsible behavior acts greater path coefficient, indicating the responsibility behavior of visitors on perceived service quality has the most obvious effect.This proved part customers participation theories of scholars and in practice for the management of tourism enterprises to better customer service provides a way.