Research On The Customer Satisfaction Of Outbound Tourism E-commerce

With the rapid development of China's economy and the significantly improve of people's living standards, Chinese residents demand for outbound tourism increase rapidly, and outbound tourism e-commerce enterprises enter into high-speed development period at the same time. But there are series of problem come into being, such as the quality of tourist services are worse, tourism products are different with description,compulsive shopping, optional tour has low cost performance, the tour guide quality is uneven and so on. These problem seriously influenced customer experience of outbound tourism, and reduced customer satisfaction.Focusing on the problem, we use the method of statistical analysis and empirical research. We get the customer satisfaction data from Ctrip and Tuniu, and build the influence factor modle of customer satisfaction through grounded theory. Then regression analysis is carried out on the customer satisfaction and influence factors of customer satisfaction based on ordered probit modle. The regression result show that nine influence factors of customer satisfaction have statistically significant effect on customer satisfaction, such as service of tourism e-business, service of hotel, optional tour,shopping and so on.The paper put forward some proposal for outbound tourism e-commerce enterprises,according to the guest comments of outbound tourism customer satisfaction from Ctrip and Tuniu. Ctrip and Tuniu should keep on top of service of tourism e-business, service of tour guide and so on. The other outbound tourism e-commerce enterprises and new enterprises ought to do a better job at customer service and information service, combine outbound tourism with medical treatment, combine outbound tourism with finance andinsurance, research and development personalized outbound tourism products.