SERVQUAL量表在旅行社服务质量研究中的应用  

Measuring the Service Quality of Travel Agents with SERVQUAL Scale

作　　者：周瑞琪[1] 

机构地区：[1]广东外语外贸大学国际商务英语学院,广东广州510420

出　　处：《桂林旅游高等专科学校学报》2007年第3期415-418,共4页Journal of Guilin Institute of Tourism

摘　　要：以Parasuram an等3位学者提出的服务质量模式和SERVQUAL量表为基础,对广东四大旅行社的服务质量进行了问卷调查。调查结果说明顾客对旅行社的服务质量普遍不满意,顾客对旅行社提供的服务在安全性和可靠性上期望值更高,不同年龄层的顾客对服务有不同的需求和期望。还根据结果指出了旅行社改进和提升服务质量的方向,并指出了本研究的局限性和今后的研究方向。Based on service quality model and SERVQUAL scale proposed by Parasuraman et. al. , this study investigates the service quality of the top four travel agents perceived by customers in Guangdong China. The results of the questionnaire survey show that the overall service quality of the travel agents was perceived low, that customers have high expectation on the responsiveness and reliability of the service and that customers at different age brackets have significantly different expectations on the service provided by travel agents. Based on these findings, this paper proposes some implications for service marketers in the improvement of their service quality. Finally, it also points out the limitations of the study and the suggestions for future studies.

关 键 词：服务质量模式 SERVQUAL量表 旅行社 期望值 感知值 

分 类 号：F590.6[经济管理—旅游管理]