电子旅游服务质量评价模型的研究
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摘要
互联网在经历了门户网站和搜索引擎这两次浪潮之后,即将迎来它的“第三次浪潮”——电子服务。金融危机以来,全球旅游业受到重创,但互联网的魅力依旧,在线旅游依然坚挺。互联网成为全球旅游消费者获取旅游信息的主要渠道之一,电子旅游服务成为在线旅游者最常用的在线服务方式。传统旅游企业竞争的焦点在于服务；显然,在线旅游企业竞争的焦点在于电子旅游服务。电子旅游服务质量的高低已成为在线旅游企业能否成功的关键。
然而学术界对于电子旅游服务质量的研究尚处于起步阶段,甚至对电子旅游服务的概念还没有明确清晰的定义,这就造成了部分研究者混淆于旅游网站质量和电子旅游服务质量,留下许多值得研究和探讨的问题。本论文是一个探索性的研究,首先对电子服务、电子旅游服务以及电子旅游服务质量等相关核心概念加以界定。通过对在线旅游业的实证研究,本论文在服务质量模型的基础上构建了电子旅游服务质量的三轮驱动模型,明确了影响电子旅游服务质量的七维度：有形性、可靠性、响应性、安全性、移情性、易用性以及信息质量,并进一步拓展和明晰电子旅游服务质量对在线旅游者满意和在线旅游者忠诚的影响机制。根据模型的影响系数,将电子旅游服务质量评价维度分为：核心因素、保障因素、次弱因素。最后对在线旅游企业全面提升电子旅游服务质量提出了相应对策建议,即电子旅游服务质量“三步走”战略决策。
本论文的研究结果不仅可以帮助在线旅游企业评价和提高本企业的电子旅游服务质量,提高市场占有率,而且可以健全在线旅游行业管理标准和提高行业服务水平,同时为旅游电子商务的发展提供科学的依据。
The Internet will meet with the threshold of its "third wave" called electronic services through the two waves of portal and search engine. Since the financial crisis, the global tourism industry has been hit hard. But the Internet is still charming and online travel is still strong. Global tourism consumers obtain tourist information through Internet. It's one of the main channels. E-tourism services are the most commonly used method of online services for online travelers. The competing of traditional tourism enterprises focus on services while the competing of the online travel companies focus on e-tourism services. The level of e-tourism service quality has become a key to the success of the online tourism enterprises.
However, the academic research on e-travel service quality is still in its infancy, and even the concept of e-tourism services has no clear definition. So some researchers have created confusion on the quality of tourism websites and e-tourism service quality, thus leaving many issues to be discussed. This paper is an exploratory study. This paper first define the e-services, e-tourism services, and e-tourism service quality and other related core concepts in order to lay the foundation of the paper statement. Through empirical research about the online travel industry, this paper constructed three-driven model of e-tourism service quality and clearly confirmed the seven dimensions of e-tourism service quality:tangibility, reliability, responsiveness, security, empathy, ease of use and quality of information. In the final this paper further expands and clarifies the mechanism of e-tourism service quality affecting on-line travelers'satisfaction and loyalty. According to the degree and scope of influence of different dimensions, E-tourism service quality summarized as follows: core factor safeguard factor、weak factor. Finally, this paper put forward the corresponding countermeasures and suggestions to comprehensively upgrade e-tourism service quality for online travel company. In order to obtain maximum benefits for online travel business in the shortest time cost and financial cost, this paper proposed "three-step" strategic decisions to develop e-tourism service quality.
This paper's findings will not only help online travel companies to evaluate and enhance its e-tourism service quality, thereby enhancing the market share, but also can improve the online travel industry management standards and improve the standard of services, while providing a scientific basis for developing tourism e-commerce.
然而学术界对于电子旅游服务质量的研究尚处于起步阶段,甚至对电子旅游服务的概念还没有明确清晰的定义,这就造成了部分研究者混淆于旅游网站质量和电子旅游服务质量,留下许多值得研究和探讨的问题。本论文是一个探索性的研究,首先对电子服务、电子旅游服务以及电子旅游服务质量等相关核心概念加以界定。通过对在线旅游业的实证研究,本论文在服务质量模型的基础上构建了电子旅游服务质量的三轮驱动模型,明确了影响电子旅游服务质量的七维度：有形性、可靠性、响应性、安全性、移情性、易用性以及信息质量,并进一步拓展和明晰电子旅游服务质量对在线旅游者满意和在线旅游者忠诚的影响机制。根据模型的影响系数,将电子旅游服务质量评价维度分为：核心因素、保障因素、次弱因素。最后对在线旅游企业全面提升电子旅游服务质量提出了相应对策建议,即电子旅游服务质量“三步走”战略决策。
本论文的研究结果不仅可以帮助在线旅游企业评价和提高本企业的电子旅游服务质量,提高市场占有率,而且可以健全在线旅游行业管理标准和提高行业服务水平,同时为旅游电子商务的发展提供科学的依据。
The Internet will meet with the threshold of its "third wave" called electronic services through the two waves of portal and search engine. Since the financial crisis, the global tourism industry has been hit hard. But the Internet is still charming and online travel is still strong. Global tourism consumers obtain tourist information through Internet. It's one of the main channels. E-tourism services are the most commonly used method of online services for online travelers. The competing of traditional tourism enterprises focus on services while the competing of the online travel companies focus on e-tourism services. The level of e-tourism service quality has become a key to the success of the online tourism enterprises.
However, the academic research on e-travel service quality is still in its infancy, and even the concept of e-tourism services has no clear definition. So some researchers have created confusion on the quality of tourism websites and e-tourism service quality, thus leaving many issues to be discussed. This paper is an exploratory study. This paper first define the e-services, e-tourism services, and e-tourism service quality and other related core concepts in order to lay the foundation of the paper statement. Through empirical research about the online travel industry, this paper constructed three-driven model of e-tourism service quality and clearly confirmed the seven dimensions of e-tourism service quality:tangibility, reliability, responsiveness, security, empathy, ease of use and quality of information. In the final this paper further expands and clarifies the mechanism of e-tourism service quality affecting on-line travelers'satisfaction and loyalty. According to the degree and scope of influence of different dimensions, E-tourism service quality summarized as follows: core factor safeguard factor、weak factor. Finally, this paper put forward the corresponding countermeasures and suggestions to comprehensively upgrade e-tourism service quality for online travel company. In order to obtain maximum benefits for online travel business in the shortest time cost and financial cost, this paper proposed "three-step" strategic decisions to develop e-tourism service quality.
This paper's findings will not only help online travel companies to evaluate and enhance its e-tourism service quality, thereby enhancing the market share, but also can improve the online travel industry management standards and improve the standard of services, while providing a scientific basis for developing tourism e-commerce.
引文
1 Fabio Casati, Ming-Chien shan. Dynamic and adaptive composition of e-services [J]. Information systems, 2001(26):143-163.
1 韩经纶,董军.顾客感知服务质量评价与管理[M].天津：南开大学出版社,2006.
1 Kaynama, S. A.,& Black, C.I.. A proposal to assess the service quality of online travel agencies:An exploratory study[J]. Journal of Professional Services Marketing,2000,21(1):63-89.
2 Mills, J.E.,& Morrison, A.M.. Measuring customer satisfaction with online travel [M]. In Proceedings of the 11th international conference on information technology and travel & tourism.2004:242-251.
1 Kim, W. G.,& Lee, H. Y. Comparison of web service quality between online travel agencies and online travel suppliers [J]. Journal of Travel & Tourism Marketing,2004,17(2/3):105-116.
Chaang-Iuan Ho, Yi-Ling Lee. The development of an e-travel service quality scale [J]. Tourism management, 2007(28):1434-1449.
Law, R.,& Leung, R.A study of airline's online reservation service on the internet [J]. Journal of travel research, 2000,39(2):202-211.
C-S. Wan. The web sites of international tourist hotels and tour wholesalers in Taiwang[J]. Tourism management, 2002(23):155-160.
1 马梅.中国旅游网站电子商务产品与服务分析[J].旅游学刊,2003,6(18)：77-83.
2 路紫,郭来喜,白翠玲.河北省旅游网站使用评估分析[J],地球信息科学,2004,6(1)：67-71.
3 常捷,陈德广,屈冬萌.河南省旅游网站的现状调查与发展对策[J],旅游科学,2006,3(20)：61-66.
4 孙灵.基于用户感知的旅行社网站质量影响因素研究[D],浙江大学,2006.
1 关华,殷敏.旅游网站信息资源用户满意度实证研究—以携程网为例[J],北京第二外国语学院学报(旅游版),2007,11：64-68.
2 任伊铭,路紫,张哲.石家庄市旅游网站智能化评估分析[J],商业研究,2007,3：18-21.
1 Cronin, J.J.Jr, Michael, K.B. and Hult, GT.,2000, Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intention in Service Environments [J], Journal of Retailing,76(2):193-218.
1 http://www.sojump.com/jq/227973.aspx
[1]常捷,陈德广,屈冬萌.河南省旅游网站的现状调查与发展对策[J],旅游科学,2006,3(20)：61-66.
[2]关华,殷敏.旅游网站信息资源用户满意度实证研究—以携程网为例[J],北京第二外国语学院学报(旅游版),2007,11：64-68.
[3]韩经纶,董军.顾客感知服务质量评价与管理[M].天津：南开大学出版社,2006.
[4]路紫,郭来喜,白翠玲.河北省旅游网站使用评估分析[J],地球信息科学,2004,6(1)：67-71.
[5]马梅.中国旅游网站电子商务产品与服务分析[J].旅游学刊,2003,6(18)：77-83.
[6]任伊铭,路紫,张哲.石家庄市旅游网站智能化评估分析[J],商业研究,2007,3：18-21.
[7]孙灵.基于用户感知的旅行社网站质量影响因素研究[D],浙江大学,2006.
[8]山口襄,能见时助,杉本辰夫.企业经营[M].北京：北京科学技术出版社,1987.
[9]宋冰晨.综合型门户网站服务质量与顾客满意度的关系研究[D],浙江大学,2005.
[10]孙瑛,李春青,郭承运.e-服务质量的分析与评价[J],西安工业学院学报,2004,(24)：86-89.
[11]汪纯孝,韩小芸,温碧霞.顾客满意感与忠诚感关系的实证研究[J],南开管理评论,2003(6)：70-74.
[12]汪纯孝,姜彩芬,温碧霞.旅游服务消费经历的实证研究[J],北京第二外国语学报,2001(3)：80-86.
[13]韦福祥.顾客感知服务质量与顾客满意相关关系实证研究[J].天津商学院学报.2003(23)：21-25.
[14]周博.中国B2C电子服务质量与顾客满意度、行为意向影响关系研究[D],重庆大学,2007.
[15]卓小伟.C2C电子商店服务质量与顾客忠诚的作用机理研究[D],浙江大学,2008.
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1 韩经纶,董军.顾客感知服务质量评价与管理[M].天津：南开大学出版社,2006.
1 Kaynama, S. A.,& Black, C.I.. A proposal to assess the service quality of online travel agencies:An exploratory study[J]. Journal of Professional Services Marketing,2000,21(1):63-89.
2 Mills, J.E.,& Morrison, A.M.. Measuring customer satisfaction with online travel [M]. In Proceedings of the 11th international conference on information technology and travel & tourism.2004:242-251.
1 Kim, W. G.,& Lee, H. Y. Comparison of web service quality between online travel agencies and online travel suppliers [J]. Journal of Travel & Tourism Marketing,2004,17(2/3):105-116.
Chaang-Iuan Ho, Yi-Ling Lee. The development of an e-travel service quality scale [J]. Tourism management, 2007(28):1434-1449.
Law, R.,& Leung, R.A study of airline's online reservation service on the internet [J]. Journal of travel research, 2000,39(2):202-211.
C-S. Wan. The web sites of international tourist hotels and tour wholesalers in Taiwang[J]. Tourism management, 2002(23):155-160.
1 马梅.中国旅游网站电子商务产品与服务分析[J].旅游学刊,2003,6(18)：77-83.
2 路紫,郭来喜,白翠玲.河北省旅游网站使用评估分析[J],地球信息科学,2004,6(1)：67-71.
3 常捷,陈德广,屈冬萌.河南省旅游网站的现状调查与发展对策[J],旅游科学,2006,3(20)：61-66.
4 孙灵.基于用户感知的旅行社网站质量影响因素研究[D],浙江大学,2006.
1 关华,殷敏.旅游网站信息资源用户满意度实证研究—以携程网为例[J],北京第二外国语学院学报(旅游版),2007,11：64-68.
2 任伊铭,路紫,张哲.石家庄市旅游网站智能化评估分析[J],商业研究,2007,3：18-21.
1 Cronin, J.J.Jr, Michael, K.B. and Hult, GT.,2000, Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intention in Service Environments [J], Journal of Retailing,76(2):193-218.
1 http://www.sojump.com/jq/227973.aspx
[1]常捷,陈德广,屈冬萌.河南省旅游网站的现状调查与发展对策[J],旅游科学,2006,3(20)：61-66.
[2]关华,殷敏.旅游网站信息资源用户满意度实证研究—以携程网为例[J],北京第二外国语学院学报(旅游版),2007,11：64-68.
[3]韩经纶,董军.顾客感知服务质量评价与管理[M].天津：南开大学出版社,2006.
[4]路紫,郭来喜,白翠玲.河北省旅游网站使用评估分析[J],地球信息科学,2004,6(1)：67-71.
[5]马梅.中国旅游网站电子商务产品与服务分析[J].旅游学刊,2003,6(18)：77-83.
[6]任伊铭,路紫,张哲.石家庄市旅游网站智能化评估分析[J],商业研究,2007,3：18-21.
[7]孙灵.基于用户感知的旅行社网站质量影响因素研究[D],浙江大学,2006.
[8]山口襄,能见时助,杉本辰夫.企业经营[M].北京：北京科学技术出版社,1987.
[9]宋冰晨.综合型门户网站服务质量与顾客满意度的关系研究[D],浙江大学,2005.
[10]孙瑛,李春青,郭承运.e-服务质量的分析与评价[J],西安工业学院学报,2004,(24)：86-89.
[11]汪纯孝,韩小芸,温碧霞.顾客满意感与忠诚感关系的实证研究[J],南开管理评论,2003(6)：70-74.
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[13]韦福祥.顾客感知服务质量与顾客满意相关关系实证研究[J].天津商学院学报.2003(23)：21-25.
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