Research On Impact Of Service Quality Of Chinese Tourist Industry To Lao Customer Loyalty

With the arrival of service economy, Customer pursuit of the product or service nolonger only stays in good quality and low price level, but pays more and more attention to thequality of service. While the enterprise wants to gain advantages in the fierce competition, weshould attach importance to the service marketing management. The core concept of servicemarketing is to ensure customer satisfaction and loyalty. Domestic and foreign relevantresearch results show, improving the service quality to improved customer satisfaction level.So, increasing customer loyalty means a good foundation for enterprise to obtain long-termcompetitive advantage.The main research includes two aspects:(1) Constructing measurement scale of Chinesetourism service quality and exploring dimensions of China tourism service quality;(2) Usingthe structural equation model to study relationship of Chinese tourism service qualitydimensions, customer satisfaction and customer loyalty.Through a well-known enterprise of the Chinese tourism; Kunming China InternationalTravel Service is used as a typical case. Through its customer conduct survey, based ondomestic and foreign relevant research, the results show the design of the correspondingvariable measuring items. The survey was conducted by random sampling using, SPSS17.0software for statistic analysis of the data collected to reach the following conclusions:(1) Useexploratory factor analysis to reach Kunming China international travel service’s servicequality measurement scale that includes5dimensions, respectively: tangibles, responsiveness,reliability, assurance, empathy;(2) Kunming China International Travel Service’s tangible,responsiveness, reliability, assurance and empathy dimensions have a positive significantimpact to customer satisfaction;(3) Kunming China international travel Service, customersatisfaction and customer loyalty has positive significant impact.Finally, the empirical research conclusion of Kunming China International TravelService’s service quality gives the solution and suggestions to Chinese tourism.