Research On Online Travel Customer Perceived Service Quality

With the rapid development of information technology, Internet and all kinds of mobile terminals play an increasingly important role in every aspect of people’s life. Consumers tend to use the Internet to search the needed information and products and buy products through the network. People constantly improve the level of consumption and change the consumption attitude, which brought the rapid development of the tourism market. All kinds of online travel websites emerge as the times require and become the most commonly used way to obtain travel information, book tourism products and evaluate service for online tourists. Online travel booking as a new mode of tourism is gradually recognized, accepted and loved by the vast number of tourists.Online travel makes consumers not need to contact with the travel agency directly to book travel products, which saves the users’time and economic costs, enhance the users’ experience of consumption. But many problems exist in the site itself also affect consumer satisfaction. For these enterprises of service type, service quality management is their core content. Customer satisfaction and loyalty determine the level of core competitiveness of service enterprises. To do a good job in service marketing, they must provide the high-quality service for the customers to improve customer satisfaction and enhance customer loyalty.This paper improved previous research model according to the present situation of service quality in tourism development. It put forward several hypotheses according to the relationship between customer perception, customer participation, satisfaction, loyalty in the construction model of online travel service quality. It arranged relevant researches on service quality scale, designed questionnaire and collected data, and then carries on the empirical analysis to verify the model and hypotheses. Final conclusion: the online travel websites’user interface, usefulness, the quality of information provided, timeliness of the service for the customer perceived service quality have significant and positive effects on customer perceived service quality; in addition, the quality of service and customer participation have significant and positive impacts on customer satisfaction, service quality. Customer participation also has significant and positive influence on customer loyalty and satisfaction. Customer satisfaction has a significant and positive effect on customer loyalty. Finally, it put forward the corresponding suggestions for the quality of service, construction of online tourism enterprises according to the results of the study. It includes:to provide diversified, personalized service to attract more customers, to build a trusted environment for protecting customer privacy and rights, to develop more high quality and efficient products and services to meet the needs of customers.The results of this paper can not only help to evaluate online tourism enterprises and improve their online travel service quality, increase market share, but also can improve the online travel industry management standards and improve the standard of services, and provide scientific basis for the development of tourism electronic commerce.