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A Research of Customer Retention in Travel Agency on Basis of Customer Delivered Value

Author: ChangXinLi
Tutor: XiaZanCai
School: Hunan Normal University
Course: Tourism Management
Keywords: Customer Delivered Value Customer Retention Travel
CLC: F592.6;F224
Type: Master's thesis
Year: 2011
Downloads: 190
Quote: 0
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Abstract

The 21st century is a century of challenging and competitive. With the travel market matures, the continuous development of information technology, travel industry in acquiring customers, develop and maintain customer customer is beginning to make its own continuous efforts. The face of an increasingly competitive tourism market, customer relationship management, enterprise management in tourism in recent years become a hot issue. However, travel agents, as an important part of the tourism industry, customer relationship management, research does not deserve a response. This article is based Customer Retention practical significance, for travel agency customers to maintain research. In this paper, the previous literature scholars on Customer Retention Study, found that customers maintain primary and customer value, customer satisfaction, customer trust and relationship costs and other factors related to customer value while maintaining the customers the most direct driving force. Travel agency business characteristics, product characteristics and management model also determines the Customer Retention for travel agency management of significant value. So this article from the perspective of customer delivered value travel to study customer delivered value to maintain customer relationships with travel agencies, travel agencies use customer value theory interpretation of customer relationship management, has a certain theoretical value. Customer delivered value to maintain the existence of the relationship with customers; customer delivered value of each dimension and Customer Retention is affected, impact and how; maintain live customer value provided by travel agencies and tour operators that the value of the customer to maintain live whether there are differences between the paper tightly around ...... these issues. This paper uses case study approach, using spssl6.0 statistical analysis tools, the use of factor analysis, regression analysis research. First through the literature review, expert interviews and other methods to get the travel agency's initial scale customer delivered value, and then use exploratory factor analysis, confirmatory factor analysis on the scale revision and validation. Then using regression analysis method, discuss customer delivered value of travel agencies travel agency customers to maintain influence. Following major elements: 1) Customer Retention Through literature review to explore, understand customers most essential to maintain the most important driving factor - customer value and how it affects all aspects of Customer Retention. 2) based travel agency industry characteristics and features of the times, in Philip Kotler's customer delivered value scale based on the preparation of the new travel agency customer delivered value scale. 3) Based on extensive literature, evaluate the advantages and disadvantages of the previous model of Customer Retention, get customer delivered value dimensions and Customer Retention dimensions measure, build and maintain customer relationships customer delivered value model. 4) Customer Delivered Value maintaining relationships with customers empirical research. Through a combination of theory and empirical methods, demonstration customer delivered value to maintain the dimensions of the relationship with the travel agency customers. And through the travel agency employee surveys to understand the travel agents and customers realize the value of the deviation, and thus for travel agents to provide a basis for further management. The main conclusions are as follows: First, the travel agency customer delivered value is a multiple dimensions, including staff and service value, product value, added value, the total cost and image value; secondly, to maintain customer delivered value to customers with different extent, the total cost, personnel and service value to customers to maintain a significant impact; Third customers and travel agencies employees recognize the customer delivered value to customers and to maintain the degree of influence of different factors. Finally, according to the research findings, some suggestions: ① reduce travel costs of purchase; ② improve the quality of personnel, training of tourism personnel knowledgeable; ③ remedial measures to strengthen the management of services; ④ improve customer added value and switching costs; ⑤ enhance corporate image, create a travel agency corporate brand and product brands; ⑥ use of information technology development, establish and improve the customer relationship management files.

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