本文關(guān)鍵詞：基于旅游者視角的旅游購(gòu)物顧客關(guān)系品質(zhì)研究　出處：《陜西師范大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

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【摘要】：在很多旅游業(yè)發(fā)達(dá)的地區(qū)或國(guó)家,旅游購(gòu)物的收入已成為決定旅游業(yè)效益的重要因素。旅游購(gòu)物的收入要占到旅游總收入的平均比重要達(dá)到40%左右,個(gè)別地區(qū)(如香港)比重更高,可達(dá)到50-55%。而在我國(guó),旅游購(gòu)物的收益比重遠(yuǎn)遠(yuǎn)達(dá)不到這個(gè)標(biāo)準(zhǔn),實(shí)際收入和預(yù)期希望之間差異較大,值得思考和研究。 旅游購(gòu)物活動(dòng)理論研究框架的三大部分：旅游商品、購(gòu)物設(shè)施和人員。其中,針對(duì)旅游購(gòu)物從業(yè)人員的研究較少,尤其是深入細(xì)化的探討。而旅游購(gòu)物人員是旅游活動(dòng)中能動(dòng)性最強(qiáng)的部分,也是最難把握的方面。因此,在旅游發(fā)展和旅游購(gòu)物學(xué)界研究的大背景下,本研究選定了旅游購(gòu)物消費(fèi)者行為學(xué)和顧客關(guān)系管理結(jié)合的全新視角,對(duì)旅游購(gòu)物顧客關(guān)系品質(zhì)進(jìn)行探討。 本選題的主要目標(biāo)有：①在相關(guān)文獻(xiàn)分析的基礎(chǔ)之上,提取相關(guān)的理論要素,進(jìn)一步明確和界定旅游購(gòu)物顧客關(guān)系研究的主要理論要素,建立旅游購(gòu)物顧客關(guān)系品質(zhì)研究的理論框架和模型；②確定實(shí)證研究區(qū)域,形成旅游購(gòu)物顧客關(guān)系品質(zhì)的評(píng)價(jià)體系,完成量化衡量,實(shí)現(xiàn)理論分析與實(shí)證研究的結(jié)合；③完成旅游購(gòu)物顧客關(guān)系的理論提升,明確不同旅游者對(duì)購(gòu)物顧客關(guān)系的特殊態(tài)度和一般態(tài)度,明晰提升關(guān)系融洽度的因素。 在現(xiàn)有文獻(xiàn)的系統(tǒng)分析和評(píng)價(jià)的基礎(chǔ)上,得出消費(fèi)者行為學(xué)和顧客關(guān)系管理學(xué)研究的主要描述和衡量因素,進(jìn)而結(jié)合旅游購(gòu)物活動(dòng)的特性,確定了旅游購(gòu)物顧客關(guān)系品質(zhì)研究理論模型中的六個(gè)潛在變量：信任、沖突、滿意度、關(guān)系評(píng)價(jià)、關(guān)系融洽度和忠誠(chéng)度,構(gòu)建旅游購(gòu)物顧客關(guān)系品質(zhì)研究的理論模型。通過(guò)實(shí)證調(diào)研和數(shù)據(jù)分析,進(jìn)一步得出了研究的相關(guān)結(jié)論。 本研究的主要結(jié)論有：①旅游購(gòu)物顧客關(guān)系中,情境體驗(yàn)感知對(duì)心理評(píng)價(jià)的影響顯著程度較低,信任對(duì)滿意度的影響顯著,而沖突對(duì)關(guān)系評(píng)價(jià)的影響顯著,故旅游者的事前認(rèn)知對(duì)旅游購(gòu)物顧客關(guān)系的影響顯著；②心理評(píng)價(jià)程度對(duì)旅游購(gòu)物的影響顯著程度較高,較高的滿意度才能有較高的顧客關(guān)系忠誠(chéng)度,而滿意度和關(guān)系評(píng)價(jià)對(duì)顧客關(guān)系融洽度和忠誠(chéng)度的影響作用相當(dāng),故只有提高滿意度才能使旅游購(gòu)物的后續(xù)發(fā)展更加有力；③潛在變量信任、滿意度、關(guān)系評(píng)價(jià)和關(guān)系融洽度的觀測(cè)指標(biāo)的反映能力均較強(qiáng),而沖突、忠誠(chéng)度的部分觀測(cè)指標(biāo)反映能力較弱；④不同旅游者對(duì)購(gòu)物顧客關(guān)系的反應(yīng)和態(tài)度會(huì)有所差異,因此可以把旅游者分為謹(jǐn)慎型、敏感型、寬容型和極端型四大類型,從而認(rèn)識(shí)旅游者對(duì)待主客交往的一般態(tài)度和特殊態(tài)度；⑤明晰提升關(guān)系融洽度和忠誠(chéng)度的因素,勇于面對(duì)主客交往,正確認(rèn)識(shí)主客關(guān)系,不能小覷每一次主客交往可能產(chǎn)生的蝴蝶效應(yīng)。滿意度和關(guān)系評(píng)價(jià)共同影響旅游者的購(gòu)物決策行為,但有購(gòu)物行為,其后續(xù)忠誠(chéng)度并不一定會(huì)提升,提升滿意度才能真正提升旅游者的忠誠(chéng)度,形成良好口碑。 本文的創(chuàng)新之處：①本研究中,結(jié)合消費(fèi)者行為學(xué)和顧客關(guān)系管理學(xué)對(duì)旅游購(gòu)物進(jìn)行研究,是全新的視角。在此研究視角下,構(gòu)建旅游購(gòu)物顧客關(guān)系品質(zhì)的研究模型,并進(jìn)行實(shí)證調(diào)研以對(duì)旅游購(gòu)物顧客關(guān)系進(jìn)行深入研究；②顧客關(guān)系管理理論已對(duì)眾多細(xì)分市場(chǎng)進(jìn)行了研究。旅游購(gòu)物活動(dòng)具有地理差異、風(fēng)險(xiǎn)性大、價(jià)值抽象和波動(dòng)性強(qiáng)等特點(diǎn)。因此,對(duì)旅游購(gòu)物市場(chǎng)進(jìn)行顧客關(guān)系管理研究,是其細(xì)分市場(chǎng)研究的進(jìn)一步深入,是研究對(duì)象的創(chuàng)新；③針對(duì)不同市場(chǎng)的顧客關(guān)系品質(zhì)的研究會(huì)有不同的關(guān)注要素和理論模型。對(duì)旅游購(gòu)物顧客關(guān)系品質(zhì)進(jìn)行內(nèi)在結(jié)構(gòu)的深入分析,提取其衡量的指標(biāo),從而對(duì)旅游購(gòu)物顧客關(guān)系品質(zhì)進(jìn)行整體性評(píng)價(jià),是對(duì)顧客關(guān)系研究模型的創(chuàng)新。本研究從顧客與銷售人員之間關(guān)系的層面出發(fā),分析交往的三個(gè)階段,將旅游購(gòu)物主客關(guān)系解構(gòu)為六個(gè)要素。
[Abstract]:The tourism industry in many developed regions or countries, the income of the tourism shopping has become an important factor in determining the benefits of tourism. Tourism shopping income accounted for the total tourism income of average ratio reached 40%, individual regions (such as Hongkong) a higher proportion can reach 50-55%., while in China, tourism shopping income the proportion is far less than this standard, the actual income and the expected difference between the larger, it is worth thinking and research.
Most of the three theory framework for tourism shopping activity: tourist goods, shopping facilities and personnel. Among them, the research of tourism shopping practitioners less, especially on further refinement. And tourism shopping staff is the most dynamic part of the tourism activities, is also the most difficult to grasp. Thus, the background of academic research in the tourism development and tourism shopping, tourism shopping, this study selected a new perspective of combining consumer behavior and customer relationship management, discusses the customer relationship quality of tourism shopping.
The main goal of this topic is: Based on the analysis of the relevant literature, extracting relevant theoretical elements, the main elements of the theory to further clarify and define the relationship between customer shopping tourism, theoretical framework and model of customer relationship quality of tourism shopping; 2 is an empirical study on regional tourism shopping, forming customer relationship quality evaluation system, complete quantitative measure to realize the combination of theoretical analysis and empirical research; the complete customer relationship of tourism shopping theory, special attitude clear different tourists to shopping customers and the general attitude, clarify the factors that promote the degree of harmonious relationship.
On the basis of system analysis and evaluation of the existing literature on the main description that consumer behavior and customer relationship management research and the factors, and then combined with the characteristics of tourism shopping activities, identified six potential quality research theories of customer relationship model of tourism shopping in variables: trust, conflict, satisfaction, relationship evaluation. The degree of harmonious relationship and loyalty, the theoretical model of customer relationship quality tourism shopping. Through the analysis of empirical research and data, further the conclusion of research.
The main conclusions of this study are as follows: tourism shopping customer relationship, situational experience influence perceived psychological evaluation of the significant degree is low, the impact of trust on satisfaction is significant, while the impact of conflicts on the relationship between the evaluation of the effect significantly, so prior cognitive tourist relationship on customer shopping tourism is significant; the influence degree of the psychological evaluation in tourism shopping is significantly higher degree of satisfaction to high customer loyalty, while the influence on customer satisfaction and relationship evaluation degree of harmonious relationship and loyalty acts, so only to improve the degree of satisfaction to the subsequent development of tourism shopping is more powerful; the latent variables of trust, satisfaction, rapport and relationship degree evaluation the observation index reflects the ability are strong, and conflict, loyalty index to reflect the partial observation ability is weak; the different tourists to shopping customers off The reaction and attitude will be different, so we can take the tourists into cautious, sensitive, tolerant and extreme type four types, the general attitude to understanding tourists to host guest interaction and special factors, clear attitude; enhance the degree of harmonious relationship and loyalty, courage to face the host guest interaction, a correct understanding of subject and object the relationship can not be underestimated, the butterfly effect every time the host guest interaction. The possible evaluation of satisfaction and influence the decision-making behavior of tourism shopping, but shopping behavior, its subsequent loyalty does not necessarily improve, improve satisfaction can really enhance the loyalty of tourists, to form a good reputation.
The innovation of this paper: in this study, combined with the theory of consumer behavior and customer relationship management research of tourism shopping is a new perspective. This perspective, study on constructing the model of customer relationship quality of tourism shopping, and empirical research to conduct in-depth research on the tourism shopping customer relationship; customer relationship management the theory has been studied in many market segments. Tourism shopping activities with geographic differences, risk, value and volatility and other characteristics. Therefore, research on customer relationship management of the tourism shopping market is further the market segmentation research, is the innovation of the research object; the research on different market customers relationship quality was concerned elements and different theoretical models. The in-depth analysis of the internal structure of the customer relationship quality of tourism shopping, extract the measure The overall evaluation of customer relationship quality of tourism shopping is the innovation of customer relationship research model. Based on the relationship between customers and salesmen, this paper analyzes the three stages of communication, and deconstructs the relationship between tourists and customers into six elements.

【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F592;F274;F224

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