xx旅行社旅游服務(wù)的顧客滿意度調(diào)查分析

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摘要
顧客滿意度是企業(yè)的重要資源，有助于企業(yè)形成自己核心競爭力，從而為企業(yè)贏得顧客青睞，培養(yǎng)忠誠顧客，提高旅游業(yè)市場的競爭力，提高企業(yè)工作效率，提供借鑒和依據(jù)。學(xué)者對(duì)顧客滿意度研究已經(jīng)取得了一定的研究成果，從眾多角度提出了獨(dú)特的見解和創(chuàng)新，形成了一系列的理論觀點(diǎn)。
本文首先對(duì)國內(nèi)外顧客滿意度對(duì)企業(yè)影響的相關(guān)文獻(xiàn)進(jìn)行了梳理，對(duì)國內(nèi)外研究現(xiàn)狀進(jìn)行了回顧和分析，在此基礎(chǔ)上，以發(fā)放問卷、個(gè)案訪談為調(diào)查方法，主要針對(duì)鎮(zhèn)江中國旅行社旅游服務(wù)的顧客滿意度現(xiàn)狀，由“吃，住，行，游，購，娛”六個(gè)方面進(jìn)行調(diào)查，分析存在問題的原因，找出解決問題的途徑，提出解決問題的對(duì)策建議。研究有利于鎮(zhèn)江中國旅行社進(jìn)一步完善旅游服務(wù)，提高員工的服務(wù)質(zhì)量，提高工作效率，進(jìn)一步提升企業(yè)發(fā)展水平。
通過本研究的結(jié)果，建議旅行社在加強(qiáng)旅游產(chǎn)品的科學(xué)化的設(shè)計(jì)，合理化宣傳，加強(qiáng)內(nèi)部員工建設(shè)、提高內(nèi)部員工服務(wù)水平，以及科學(xué)合理的合作伙伴的選擇、加強(qiáng)監(jiān)管、產(chǎn)業(yè)鏈整合方面要重點(diǎn)關(guān)注，并做出有效的改善。與此同時(shí)，還應(yīng)做好與顧客的良好溝通，建立起有效的顧客抱怨處理渠道，從而促進(jìn)整個(gè)旅游產(chǎn)業(yè)鏈的良性發(fā)展，提高旅游服務(wù)的顧客滿意度。

關(guān)鍵字：顧客滿意度，旅游服務(wù)，對(duì)策建議

Abstract
Customer satisfaction is an important resource of a enterprise, which is helpful to form core competitiveness of the enterprise, win the favor of customers, make the customers satisfied and loyal, improving the competitiveness in the tourism market and work efficiency of the employees. Scholars who study on the satisfaction have made some research result, give some unique insights and innovation from many angles.
In this thesis, firstly, hackle the literatures and abroad about influence of the customers satisfaction to enterprise, review and analysis the current research in and abroad. Based on this, questionnaire and case interview were used to see into the present situation, mainly for the customers satisfaction status of tourism service that Zhenjiang China Travel Agency provides. Analysis the data of the investigation on “Food, Hotel, Transportation, Travel, Shopping and Entertainment” six part, find the reason and way to solves the problem, put forward the measures to the problem. This search does good to improve the tourism service quality of Zhenjiang China Travel Agency, the sense of identity of staff and work efficiency, at the same time, the level of enterprise development will be further enhanced.
Based on the research result, we suggest that the travel agency should design the tourism products scientifically , propagate reasonably, Strengthen the construction of internal employees, improve employees service level, chose the cooperate partner scientifically, and Strengthen the supervision of the industry chain. Meanwhile, the travel agency should establish a good communication channel, handle the customer complains effectively, to improve the customer satisfaction.

Key words：customer satisfaction; travel service; suggestions


目錄
第1章緒論 1
1.1 調(diào)查背景和意義 1
1.1.1調(diào)查背景 1
1.1.2 調(diào)查的意義 2
1.2國內(nèi)外研究現(xiàn)狀 3
1.2.1 國外研究現(xiàn)狀 3
1.2.2 國內(nèi)研究現(xiàn)狀 4
第2章 相關(guān)基礎(chǔ)理論 6
2.1顧客滿意度的理論 6
2.2旅游服務(wù)的產(chǎn)業(yè)鏈 7
第3章 xx旅行社的旅游服務(wù)的顧客滿意度的調(diào)查 7
3.1 xx旅行社公司及服務(wù)簡介 7
3.2旅行社的旅游服務(wù)的滿意度調(diào)查 8
3.2.1旅行社的旅游服務(wù)的顧客滿意度測定 8
3.2.2旅行社的旅游服務(wù)顧客滿意度現(xiàn)狀 9
第4章影響旅行社旅游服務(wù)的滿意度的因素 10
4.1 旅行社旅游服務(wù)對(duì)顧客滿意度的影響 11
4.2顧客個(gè)體對(duì)服務(wù)滿意度的影響 11
第5章旅行社服務(wù)的滿意度的提高對(duì)策 12
5.1 旅行社方面 12
5.2 產(chǎn)業(yè)鏈方面 15
第6章 結(jié)論與展望 16
6.1 研究結(jié)論 16
6.2 研究不足 17
致 謝 18
參考文獻(xiàn) 19
附件1 21