The Research On The Impact Of Service Quality In Online Group Shopping On Comsumer Loyalty Of Travel Agency

Within the development of economy, the consumption demand of people isincreasing constantly, from having enough to eat and wear to extending to consume inother aspects step by step. In China, the travel industry is approaching to people’s lifeincreasingly, travel agencies are developing fast and they have fierce completion.Each travel agency explores much more routes home and abroad and attract customersin many different ways. With the development of Internet and the transform ofpeople’s consumption concept, E-commerce is growing up. During recent years, thenew e-commerce, group-buying enjoys a good popularity, especially for young peoplewho use internet frequently, well-educated and are willing to try new things. From2010till now, group-buying websites walk into people’s life. Now, there are at leastfour or five thousand group-buying websites in China. Travel agencies also catch thisopportunity; cooperate with group-buying websites to increase the revenue with lowcost and high popularity. For costumers, group-buying reduce the consuming cost. But,because of the low cost, group-buying websites reduce the service quality and cheatthe costumers. What’s more, with the increase of the quantity of group-buyingwebsites, the policies and law don’t improve. The service quality is not good so thatmany customers are deceived and lose heart on travel agencies and group-buyingwebsites. After summarizing the problems in group-buying, this paper will set outfrom service quality, analyses how service quality affect the customer loyalty of travelagencies on group-buying.How service quality affects the customer loyalty of travel agencies is animportant topic in marketing. Customer loyalty is an important object for companies.This paper first review the theory of service quality, costumer perceived value andcustomer loyalty. Then establish the model how service quality affects the customerloyalty of travel agencies on group-buying. Through questionnaire survey andempirical tests, we can discuss the relationship of the three variables. At last, we cancome up with ideas of operation of travel agencies. I hope this research can give somehelp to managers of travel agencies.