An Exploration On Strengthening Service Quality Control Mechanism Of Chinese Travel Agencies

With a boom in tourism, Chinese travel agencies, taking the lead in the industry, make a rapid advancement. The service quality of the existing travel agencies cannot answer the needs of customers, because a rise in the tourists'consumption level. Besides, the control mechanism of service quality cannot adapt itself with a changing environment. The new environment requires travel agencies to renew their control methods of service quality and take a service-oriented strategy so as to improve the level of customer satisfaction, raise the service quality of travel agencies, get rid of price competition and ensure a long-term healthy development.The essay is divided into three parts:The first part defines the concepts of service quality and the service quality control. It discusses the detailed implementation of service quality control. We explore it according to Market Demand. Quality has to fulfill two requirements in terms of quantity and type. Service quality is based on the comparison between the service quality experienced by customers and that experienced by them. Therefore, we have to explore service quality control from persecutions of customer expectancy and experience. Due to the lack of effective control of customer expectancy, we should put our focus on the service quality experienced by customers so as to improve service quality in a real sense.In order to find out the problems and reasons for pool quality service and work out a feasible solution, the author introduces the concept of Gap Analysis Model in the process of analysis. On the implementation of service quality control, the existing theory of service quality control introduces Management Function Theory into the real of tourist service. Thus, service quality control mechanism for travel industry comes into being. We make a detail explanation on these control mechanisms by means of various analyzing tools.The second part of the essay is a demonstration. It takes service complaints as a starting point and makes an in-depth analysis to find out the deficiencies in the service quality control of travel agencies. Thanks to the unique of features of travel agency, the service quality control of tourism is also special. In China, we adopt mechanism of charter in the interior control and contract in the external control. Due to the misunderstanding in the concept of charter during its introduction stage, it poses considerably serious travel business. In terms of charter control, we enhance the cooperation among the enterprises to ensure the stability of relations. However, the original cooperation methods cannot adapt with the development of the business. Meanwhile, the monitoring system of travel industry also exposes several limitations.The third part of the essay is core and innovative. It summarizes the deficiencies in the existing service quality control mechanism for Chinese travel agencies. In light of our national condition, this essay discusses both the inner and external controls, and improve the service quality control mechanism for travel agencies. The author holds a view that the improvement of service quantity control of travel agencies includes the direct controller and subsidiary operator. The contents to be improved involve charter methods, contract control and industry monitor.The theme of this essay is original, visionary and practical. Base on the existing service quality of travel agencies in China, the author makes innovative suggestions for the improvement of service quality control of travel agencies in China, after long-term observation and thought and with extension and comprehension information collection.The innovative contributions include definition of controllers, taking travel agencies as direct controllers, executive branches and industry associations as subsidiary controllers so as to make up for the deficiencies in the controlling capacity of travel agencies.Next, we explore the service quality control of travel agencies from a comprehensive dimension. We try to improve the service control quality of travel agencies through improvement of both inner an external control systems.