Research On The Influence Of Tourism Electronic Commerce Service Quality Toward Satisfaction And Loyalty

Since the reform and opening, national disposable income of China have increased a lot. With the expanded middle class, our country has come into great developing era. Because tourism electronic commerce has the advantages such as convenient and quick, it obtained the sufficient development in recent years. But tourism electronic product differentiation is much smaller between each other, all companies are trying to use the price war to occupate business landscape.The results are not good to the effective dev elopment of tourism market. Under this situation, the domestic and foreign scholars in tourism industry focus on the business model, product design, brand awareness, custom er service and many other perspectives. They discuss the new development direction of tourism electronic commerce and the diversification of consumer demands. Among the m, the quality of customer service come as an important field of breakthrough. A good grasp of the relationship of the customers have far-reaching research value both in the market operation and academic fields.Customer service is an important part in the customer relationship management (C RM).It has always been a focus field of the customer relationship management (CRM) and of course, its influence to tourism electronic is huge. The existing research is focu sed on overall service for e-commerce. Customer service is insufficient, the depth of th e research can’t give companies a good guide. Therefore, this article use current matur e e-commerce customer service quality model, which modified according to the charact eristics of the tourism industry. This article use interaction, appearance and reliability as the independent variables, then design the questionnaire and conduct data. Writer use structural equation model (SEM) to study the superior position of tourism e-commerce customer service and its influence on consumers’ satisfaction and loyalty.Finally this article draws conclusions as follows:personnel interaction, appearance and reliability all have a significant positive impact on customer satisfaction, Only relia bility has significant positive effects on customer loyalty. Therefore, in the process of t ourism e-commerce website customer service should lay great emphasis on providing c onsumers with accurate and efficient service; from the consumer perception scale for th e electricity consumers we conclude individuation degree of tourism service is not high and it can’t let consumers think they are unique. So tourism electrical contractor shall make full use of big data system according to customer requirements, such as transact ion records to segment, so as to provide consumers with more service to satisfy consu mers’needs.