Research On O2O Tourism Website Evaluation Based On Customer Satisfaction

The 21 st century is an information age,information technology can provide enterprises with a wealth of information flow and convenient and effective product sales channels.O2O tourism website is a typical example,because of the high degree of information-intensive and information-based tourism,it rapidly integrats into the wave of information technology,with the emergence of a large number of Internet-based tourism operation of the new format.However,the online and offline dual communication channels make O2O travel site more difficult to grasp the needs of customers,to enhance consumer satisfaction is more complex and difficult.The research on the customer satisfaction of O2O tourism website not only provides the theoretical foundation for future scholars to do research in this field,but also enables enterprises to better meet customer needs and enhance their core competitiveness by using this model.At present,the research on customer satisfaction of tourism is relatively few,and the research on customer satisfaction of tourism based on O2O model is less.Based on a large number of relevant literatures on tourism and customer satisfaction,this paper establishes the evaluation index system of O2O tourism website customer satisfaction with the characteristics of O2O tourism website,and selects the key indicators through factor analysis.And the customer satisfaction model of O2O tourism website is also constructed,and through the regression analysis and analytic hierarchy process(AHP),the order of importance of customer satisfaction seven dimensions is determined.In this paper,327 valid questionnaires were collected from the consumers of O2O tourism website.After comparing and analyzing the data,we got the customer satisfaction of the integrated OTA and the self-built O2O customer satisfaction respectively.After the inspection and analysis,the main conclusions of this study are:(1)A model and measurement scale for O2O tourism website was established.There are a total of seven dimensions,22 questions.The seven dimensions are: product information,web design,transaction communication,website security,communication fairness,fairness of result and procedure fairness.(2)The level of customer satisfaction through the seven dimensions of the right to weight,the weight of the largest commodity information(0.2882),followed by theresults of fairness(0.2125),the transaction communication(0.1625),Web site security(0.1071),Communication fairness(0.0961),procedural fairness(0.0806),and web design(0.0530).This is consistent with the weighting obtained by regression analysis.(3)In the actual research,the comprehensive OTA and the self-built O2O customer satisfaction seven-dimensional scores are from high to low are the commodity information,the result fairness,the transaction communication,the website security,the communication fairness,the procedure fairness and the webpage design,The comprehensive OTA only had higher scores on the fairness of communication than the self-built O2O,and the scores of the other six dimensions were lower than those of the self-built O2O.