Strategies To Enhance Service Quality Of Travel Agency Based On Customer Satisfaction

Tourism industry in China is booming, the concern of state and government for the tourism industry enhances the vitality of the entire tourism industry. As a window, travel agencies according to the needs of domestic and international tourism market changes, the number is increasing every year. Travel consumer market oversupply because of the lack of scientific guidance. Therefore, travel agents compete for travel consumers through lower price, malicious competition to obtain corporate profits. Such behavior makes a significant decline in the quality of tourism services, resulting in great negative impact in the tourism industry.In recent years, the emergence of vicious event in the tourism market, which makes the consumers lost confidence in the quality of service. The quality of service has become the focus of widespread concern. Travel agents should make the high degree of satisfaction of services into travel agent’s strategy and culture, which has become a key factor that travel agents can base tourism market for sustainable development and obtain good economic benefit. In view of this, on the basis of previous studies, the paper researches on how to improve the quality of service of travel agency in order to improve customer satisfaction.This paper is divided into five parts, the first part is the theoretical basis for this article through collecting and researching customer satisfaction and service quality literature; then analyzing situation and problem of tourism industry and travel agency, the conclusion is that the tourism industry, as a whole, which exists uncoordinated development with the tourism system, for example, the phenomenon of "cross" management, nobody’s serious is general; laggard laws and regulations, weak supervision, disordered competitive travel market, scientific internal management and weak corporate awareness of tour; then designing questionnaire according to the theoretical basis and travel service quality evaluation system, analyzing survey results mathematically, from the analysis, travel agency in service remedy has done poorly, travel agency should point on the aspect; lastly, policy enhancing the quality of service of travel agency is according problems, statistical results. The policies include that states should reform the existing system, improve laws and regulations, travel agencies should seek market positioning, optimize the internal structure, enhance brand awareness, reform the salary system of the tour guide, improve the timeliness of service remedy and build tourism with integrity.