A Research On Customer Satisfaction Index Of Outbound Tourists

Nowdays,with the increasing growth of Chinese economics, the number of outbound tourists keeps on rising.This promotes the development of outbound tourism market.But on the other hand,it also intenfies the competition during travelling companies.Blindly reducing handling cost and taking the hyper-price-war policy become the main methods to increase Competitiveness. As a result we can see the falling of seviece quality for the outbound tourism and satisfaction of tourists. Facing this serious situation, more and more travelling companies realize that the success is to improve the quality of travelling seveice and satisfaction of tourists.No doubt,to improve the tourists' satisfaction means to increase handling cost and the tourists' satisfaction, which includes many different factors,such like travelling product itself, service quality of company employees, enviroment of travelling destination, even the characteristics of tourists. It is impossible to satisfy customers' need from all aspests with limited enterprise resources,so how to controll the key processes which influence the tourists' satifaction become the key of success for all travelling companies.This article takes the Chinese outbound tourists' satisfaction as main studying objection. At first this article sorts out and analyzes a lot of literatures about outbound travelling market and the theories of the tourists' satisfaction, and forms the theoritical frame and the base of our research. Upon this base, we distribute "the outbound tourists' satisfaction investigating scroll" to outbound travellers to gather relative data, then mines the data explorsive factor analysis with mult-statistical technology and use fuzzy comprehensive evaluation methods to evaluate the outbound customers' satisfaction. This analysis give out the macro-satisfaction of Chinese outbound tourism market and the satisfaction of different service quality. The facts prove that this method is an effective one to evaluate satisfaction.The main aim of this research is to benefit travelling companies from the aspects of improving travelling products quality, the tourists' satisfaction and customers' faithfulness to travelling companies when travelling company are doing outbound travelling business. Of course we also hope that we can contribute to the research of the travelling entprise-customer relationship.