Research On Online Travel Service Quality Improvement Strategies Considering Customer Differences From The Perspective Of Perceived Quality

With the rapid development of mobile Internet technology,many traditional industries have undergone fundamental changes.Online tourism has also become a pillar business segment of the tourism industry,and various online tourism platforms have emerged one after another.Customers can complete a series of travel related affairs,such as booking hotel and train tickets,checking the travel strategy of the destination,and evaluating the hotel and tourism destination online through the online travel platforms of mobile phones,tablets and traditional PC.However,with the development of online tourism platform,all kinds of service quality problems also perplex businesses and customers.Among them,the customer’s differentiated needs are deepening day by day,the differentiated needs of different customer groups are not satisfied,and the homogenization of service platform makes the platform lose customers in different degrees.There are many service quality problems and different customer service perception problems on existing platforms,which have become the urgent service quality problems for major platforms.Based on the above background,this paper studies the differences of perception of online tourism service quality among different customer groups with different personal attributes,and explores the promotion strategies of online tourism service quality.The article is carried out in the following five steps:(1)Firstly,from the perspective of customer perception of service quality,the framework of influencing factors of online tourism service quality is established.(2)Based on the framework and the characteristics of the model used in this paper,an online tourism service quality questionnaire is designed to ensure the effective collection of customer attribute information and project service evaluation of online tourism platform.(3)Using the collected data to build the FCM model of online tourism service quality,and using the iterative reasoning mechanism of the FCM,the paper explores the strategies of online tourism service quality improvement from the perspective of integrity.(4)The Rasch model of online tourism service quality is constructed by using the same project elements.Through the four steps of model fitting,comparative analysis of project difficulty and individual characteristics,customer difference analysis and dif analysis of customer data samples under five different purposes of use,this paper explores the customer personal attribute pair service under different purposes of use from the perspective of difference The influence of service quality perception can identify the individual attributes and corresponding specific items that have significant differences in customer quality perception.(5)Combined with Rasch model to identify the target audience of quality improvement under each purpose,the quality elements to be improved and the established FCM model,the five purposes of service project improvement scenario simulation is carried out to obtain the improved FCM element steady state value,and clear the project investment ratio required to improve each function.The reasoning research not only grasps the improvement mechanism among the service quality elements,but also ensures the robustness and rationality of the improvement of the service quality system.Finally,the paper puts forward the optimization strategy of resource allocation of online tourism platform based on the comprehensive analysis results.The results show that in the study of online tourism service quality in this paper,the iterative reasoning of FCM clearly foresees the change trend of each quality element,and can make corresponding improvement to the project element in the actual service design.Rasch model has a high degree of fit to the data of this study.From the analysis of customer group difference and project function difference of the model,it can be seen that customers with different personal attributes have a significant difference in their acceptance of the deviation between the actual state and the ideal state of online tourism platform services.Rasch model can well identify the personal factors and projects that cause the difference in customer perception under various purposes of use 。 In the project improvement scenario simulation of each use function,the scenario simulation results have better improvement effect;this also provides a reference for summarizing targeted online tourism platform service quality improvement strategies.Compared with the research on the influencing factors of online tourism service quality,this paper uses the FCM model and Rasch model to explore the differences of customer perception service quality from the perspective of customer perception service quality,realizes the multi-purpose quality problem diagnosis and analysis based on the classification platform function,and provides customers with appropriate service quality improvement programs,so as to improve the perception of customers with different attributes Quality of service.Provide reference and suggestions for online travel service developers and operators,as well as other user-centered service departments.