The Influence Of Service Quality Of Online Travel Agency On Customer Loyalty

With the combination of information technology and tourism, online travel has developed rapidly. More and more people choose to use online travel agency. At the same time more and more people focus on the service quality of online travel agency. The better service quality of online travel agency could help to i mprove customer satisfaction and customer loyalty and promote the improvement of the online travel business management mechanism, which is beneficial to online travel companies to expand market share, gain a competitive advantage and obtain economic benefits.This paper focuses on the theories about the development of online travel platform, service quality and customer loyalty. Firstly, we study the basic concept of online travel platform and online travel platform development status. Secondly, we research the concept of service quality and model, the concept of online service quality and model, and the online travel service quality model. Finally we research contents of customer loyalty, etc. Through the literature theory study, we laid a theoretical foundation for this paper.From the perspective of customer, on the basis of the SERVQUAL and E-SERVQUAL model, the paper proposes eight factors including tangibility, ease of use, information quality, reliability, responsiveness, security, care and economy which can affect the quality service of online travel agency. Then we build a model in which we study how the service quality of online travel agency impact on customer loyalty. By the model we explore the relationship among the service quality of online travel agency, customer satisfaction and customer loyalty.The paper use questionnaire survey to collect data for empirical research, use SPSS19.0 software to carry out reliability analysis, factor analysis and correlation analysis with the sample data and use AMOS17.0 software to carry out structural equation model analysis to test hypotheses.The results show that ease of use and economy, care, tangibility and responsiveness were significantly positive influence on customer satisfaction. Ease of use has the largest influence on customer, followed by economy and care, and at last is tangibility and responsiveness. Information quality, ease of use and economy has a significant positive effect on customer loyalty. Affect in turn reduce. According to the results, some management implications and research prospects are put forward.