| In recent years as China's industrial structure has significant changes, the service sector's importance gradually stand out.As a typical service industry, the time of tour guides contact with visitors than the average length of other service. In the process of service delivery, service failures will inevitably occur. The intangible nature of services, production and consumption at the same time and other characteristics dose achieve zero defect service is not possible. In the event of service failure, visitors will have a great psychological gap, resulting in discontent, so leading to complaint behavior. Direct complaints may help travel agencies improve problem identification and solution to the problem in a timely manner, but negative word of mouth and exit behavior can influence corporate reputation building, training of loyal customers. So how do travel agencies take effectively manage complaints from tourists, there is an urgent problem.Through the relevant literature review, we found several scholars have been pointed out that implementation of service guarantees can insipre the enthusiasm of tourist's complaint, however there still lack of relevant empirical studies confirms this view. So in this paper, we study travel agency serivce guarantee (no guarantees, moderate guarantees of multi-attribute, unconditional guarantees) on vistors complaint behavior in the service failure. At the same time, we consider under different levels of service failure and different travel agencies reputation, what the effect is?We issued to the respondents through a random survey of different scenarios, then using SPSS 16.0 statistical software to analyze the data, the following conclusions:First, the travel agency service guarantee has influence on tourists complain about exceptions, but the effect is not significant, while serivice guarantee has a significant influence on complain about perceived risk.Second, the travel agency service guarantee effectively increase tourists voice and reduce exit t behavior; does not reduce the negative word of mouth behavior. Third, company reputation and failure severity have influce on the effect of inplement service guarantee.The travel agency with a high reputation, after failure severity, particularly the implementation multi-attribute moderate service guarantee can increase touritors complaint expectations and voice behavior:reduce perceived risk and exit behavior. The travel agency with a low reputation, if the service failure is not serious, the role of service guaratees' influence trends the same as high reputation travel agency. but in the severe service failure cases, there will be the oppoist effect, reducing the tourists complaint expectations and voice, increased complaints perceived risk and exit behavior.This paper is divided into five parts and the main contents are:ChapterⅠ:Introduction; Which describes the studying backgrounds and motivation, the objectives and problems, then we found theoretical and practical significance, at the last elaborating this study's process and method.ChapterⅡ:Literature review;In this part, we reviews the relevant study of service guarantee and coustomer complaint behavior, then summarized the current research and development trends, discovering gaps in theory.So that determine the topics of this study.ChapterⅢ:Study design:Building the conceptual framework of this study then proposed research hypothesis. Through the pre-test questionnaire to design 12 sets scenario assumes, so that conducting a questionnaire investigation.ChapterⅣ:Data collection and hypothesis testing:Collecting the questionaires then using SPSS 16.0 statistical software to test hypothesis.ChapterⅤ:Conclusions and prospects; This part give the conclusions of this study. finding the limitation and forecaseted, and at last give some advice for travel agency. |
PDF Full Text Request