| In the current time,"Internet+" has penetrated into all walks of life in our country.The most influential one is the ticket sales section in the civil aviation industry,Booking tickets online has become the most popular way for customer to buy tickets.With the gradual progress of online shopping in China,the online ticketing experience of travelers has become an important factor in their favor for websites.Therefore,the article reviews the related theories of customer experience,customer satisfaction,and customer loyalty,finds a certain relationship between customer experience,customer satisfaction and customer loyalty.However,previous studies have mainly focused on physical stores or online shops.Few articles have involved the study of civil air ticketing websites.The article studies the customer experience of civil airline ticket-purchasing websites by combining Schmitt's theoretical model with the features of website functional modules.Firstly,the article divides the customer experience of civil aviation passengers online ticket purchasing,then builds up the customer loyalty influence model of civil air ticketing websites and researches the relationship between the customer experience of the site and customer loyalty.The article obtains data through field research,and uses the structural equations to make corrections and hypothesis tests.The results show that the sensory experience,emotional experience,action experience,and associated experience of the airline ticket-purchasing website impacts on customer satisfaction and loyalty significantly.Among them,the action experience has the greatest impact,and website customer satisfaction also has a significant effect on customer loyalty.Finally,this article delivers three suggestions for improving the loyalty of civil aviation ticketing websites based on the conclusions and problems which currently exist in our current civil aviation ticketing website. |
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