旅行社顾客忠诚度测度研究——以西安市为例

结合旅行社提供产品及其与顾客之间关系的特殊性，界定了旅行社顾客忠诚度的内涵、构建了量化测度指标体系，并在问卷调查的基础上对西安旅游客源市场进行了实证研究．认为基于顾客对旅行社的感知印象所形成的心理依赖或情感趋向是旅行社顾客忠诚的核心，评价旅行社顾客忠诚度应注重心理契约、顾客信任、服务质量、转换成本和竞争替代等方面；目前西安旅行社顾客忠诚度处于中等偏下水平，且教育程度与旅行社顾客忠诚之间呈正相关，影响顾客忠诚度的因素因教育程度不同而存在显著差异．

The Study on the Driving Factors of Customer Loyalty in Xi'an

Presently, travel agencies just earn few profits in China, to establish and maintain a certain number of loyal customer groups are an important measurement for their taking advantages in competition. In this paper the concept on the customer loyalty of travel agency was defined and its quantitatively evaluating index system was established and also an empirical analysis was done based on the tourist market research in Xi＇ an. Such results were concluded that： the psychological dependence based upon customer＇s perception to travel agencies is the core of customer loyalty of travel agency; the evaluation on the customer loyalty of travel agency should focus on the psychological contract between customer and travel agency, the faith of customer to travel agency, the service quality from travel agency, the competition conditions, and the switching costs by customer; the degree of customer loyalty to travel agency is on the low side in Xi＇ an City. Further, we put forward that the customer＇ s differences in education highly relates to the customer loyalty of travel agencies.