The Study Of Influence Factors On Customers' Satisfication In OTA Industry

With people's income getting higher and Internet's profound reform to tourism recent years,the online travel agent(often known as OTA)has become one of the most popular parts of service industry.Until now,the OTA in China has past the initial phase with character of fierce and brutal competition and then several leading companies has emerged under different subcategories.The competition is getting more and more fierce,with another factor that the suppliers all developing direct selling model to squeeze OTA,the customer loyalty(CRM)has become an issue which gets all attention.Since high customer loyalty means constant consumption and more new customers,the study to customer loyalty's contributory factors is getting more and more important.This article began the study to customer loyalty of OTA industry by its contributory factors,based on the outcomes of previous studies,itself adds the particular character of OTA industry,concludes six factors which could have influence on OTA's customer loyalty.The study assumption comes up with the six factors,then the model for study was built.The data used by the studay was collected by the professional statistic platform questionnaire star,thendemonstration analysis was completed with SPSS and AMOS.To be specific,the Reliability and Validity analysis are completed by SPSS and based on the two piece of analysis showing fine,AMOS covers the part of assumption testing and model amendment.That is the whole process to explore the way how the six factors affect customers loyalty of OTA.The conclusion shows: service quality has directly positive influence on customer trust and customer satisfaction;perceived value has directly positive influence on customer satisfaction;marketing experience has directly positive influence on perceived value and transfer cost,meanwhile transfer cost and customer satisfaction have great influence on customer loyalty.Based on these conclusions,this article offer suggestions to online travel agent industry from service quality and marketing model these factors.The innovation of this article is mainly manifested in two aspects: on the one hand,through the study of relevant literatures,we found that no scholar specially studied the influence factors of online travel agent's customers loyalty;On the other hand,the selection of influence factors are also chosen basing on fully consideration of the particularity of OTA industry,which means a big difference from other studies.