Empirical Study And Model Analysis Of Customer Retention In Tourism Industry Based On Mass Customization

In recent years, many elements of the manufacturing blurred into the service sector with the services and manufacturing sectors of the border increasingly, such as large-scale operations and the standardization of service providers. To the service enterprises that has a high degree participation customers, mass customization has become one of the most competitive service model. In tourism, modern information and network technology for the development of low-cost travel agencies to provide services tailored to achieve the possibility of mass customization, it has become the trend of the times services to the development of tourism.At the same time, customer satisfaction theory become the academic and business communities of common concern, many companies trying to enhance corporate profits by providing products and services of customer satisfaction. However, concern over the existing studies of customer satisfaction and customer loyalty itself, to the neglect of their study of practical significance, they neglected to retain the relationship with customers. As a result, studying on the operation of the management of the tourism industry in the thinking of mass customization, setting up the model of customized travel services to retain customers to find out the impact of the tourism industry to retain customers, enhancing our competitiveness in the modern tourism industry to promote tourism overall economic growth, is of great theoretical and practical significance.This thesis uses the theoretical research and empirical analysis of the ways to build the model of the tourism industry to retain customers based on mass customization. This thesis first introduced the study at home and abroad, as well as the meaning and purpose of the research, described the theoretical basis for this thesis, including the theory of mass customization, marketing services and customer retention; Secondly, an analysis of the tourism industry and the concept of mass customization features, explained the connotation of the tourism industry to retain customers and the impact of factors including the quality of personalized experience, customized quality of service, the price level of customization, the transfer of obstacles and customer satisfaction. As for mass customization based on the tourism industry to retain customers based on the model; Then, this thesis introduces the basic principles of building a model as well as the assumptions on the basis of building a mass customization based on the model of the structure of the tourism industry to retain customers and the measurement model, based on mass customization of the tourism industry and its customers to retain influence of factors between cause and effect, and the design of a total of 18 variables measured, given the model variables between the mathematical equation; Finally, on the theory of building a model of empirical research to China (Wuhan) International Travel Service Co., Ltd. for evidence object to their participation in mass customization services to customers conducted a questionnaire survey by questionnaire design, data analysis using structural equation model verify the method of constructing the model, and in accordance with the conclusions of the evidence put forward a proposal related to strategy. In conclusion and prospects, given the conclusions, innovation and future research directions of this thesis.