基于WebQual体系的旅行社在线服务质量评估研究

本文从旅行社网站服务质量的视角,引入B2C电子商务网站服务质量的Web Qual评价体系,针对旅行社的业务特点对其加以细化和改进后,结合熵权法,构建了旅行社网站服务质量综合评价模型T-Web Qual。然后利用该模型评估了部分2012年全国百强旅行社的在线服务质量。实证研究发现：我国旅行社电子商务网站的软硬件设施建设已经具有一定基础,但是商务理念和服务意识仍显不足;在线服务的技术性和专业性有待提高;在线旅游产品的消费者满意度不高。针对当前旅行社网站存在的问题,本文提出了相应的发展建议。

A Study of WebQual-based Evaluation of Online-service Quality of Travel Agencies

From the perspective of the service quality of the websites of travel agencies, this paper introduced a Webqual-based system for evaluating the qualities of B2C e-commerce websites, improved it in consideration of the features of travel agencies＇ business, and built a comprehensive evaluation model for the service quality of travel agencies＇ websites in combination with the entropy method. Furthermore, it made an empirical research with the model to evaluate the quality of online services of some top 100 travel agencies. The results indicate that both infrastructure and software facilities are well constructed, however, with a lack of the business concept and service awareness; the technical and professional standards of online travel service need to be improved with a verification of the low satisfaction of online travel products consumers. It ended with some recommendations for better development of tourism e-commerce In light of the current problems.