Travel Agency Services Product Innovation Research

With the fast growth of Per capita disposable income and continuous improvement ofholiday system, there happens a personalized and diversified trend of consumer demand ofservices and products, which requests new claim for travel agency services. However,currently travel agency adopts low-cost competitive strategy commonly, leading to highconsumer complaints, which not only reduce the quality of consumer experience, but also beunable to meet the individual needs. Therefore, this paper select perspective of consumercomplaints to research product innovation of travel agency service, in order to reduceconsumer complaints by innovation, meet diverse needs of consumers, cultivate consumerloyalty and also enhance the competitiveness of enterprise.Firstly, this paper defines related key concepts, and forms the theoretical basis bycombing research literature of travel agencies’ innovation product and consumer complaint.Secondly, the paper analyzes text of customer’s dominant complaint using content analysis.Thirdly, the paper designs innovation product of travel agency for customer’s dominantcomplaint, to build research model between the relationship of satisfaction and consumerbehavior. Lastly, the research use SPSS19.0to analyze data of questionnaire for experiencedtravelers, which verifies research model and hypotheses.In conclusion, the research shows that:(1) travel agency customer’s dominant complaintInclude dissatisfaction with the core product quality, the augmented product quality, servicequality，services marketing and service process.(2) Customer satisfaction with service productinnovation help reducing customers’ complaint, and have a positive impact on the behavior ofre-purchase, positive word of mouth, premium purchase. These results prove that serviceproduct innovation are effective as long service remedies after customer’s dominant complaintappearing.