| 旅行社网站服务公平性对顾客行为意向的影响研究 |
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| 引用本文： | 申文果.旅行社网站服务公平性对顾客行为意向的影响研究[J].旅游学刊,2008,23(2):17-22. |
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| 作者姓名： | 申文果 |
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| 作者单位： | 中山大学管理学院,广东,广州,510275 |
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| 基金项目： | 国家自然科学基金，中国民用航空总局科研项目，广东省自然科学基金 |
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| 摘 要： | 企业坚持公平性原则,才能建立和维系与顾客的长期关系.笔者以旅行社网站的顾客为研究对象进行了一次实证研究,探讨了旅行社网站服务公平性对顾客行为意向的影响.数据分析结果表明:旅行社网站服务公平性直接影响顾客信任感和满意感,间接影响顾客的行为意向.
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| 关 键 词： | 旅行社网站 服务公平性 顾客信任感 顾客满意感 顾客的行为意向 |
| 文章编号： | 1002-5006（2008）02-0017-06 |
| 收稿时间： | 2007-11-15 |
| 修稿时间： | 2007年11月15 |
A Study on the Impact of Service Fairness of Online Travel Agencies on Customers' Behavioral Intention |
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| SHEN Wen-guo.A Study on the Impact of Service Fairness of Online Travel Agencies on Customers'''' Behavioral Intention[J].Tourism Tribune,2008,23(2):17-22. |
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| Authors: | SHEN Wen-guo |
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| Abstract: | Dealing with customers fairly is an important prerequisite for companies to establish and maintain long-term relationship with customers.The author, with customers of online travel agencies as study object,makes an empirical investigation and discusses the impact of the service fairness of online travel agencies on customers' purchase intention.The data analysis indicates that the service fairness of online travel agencies directly influences the sense of trust and satisfaction on the part of customers and indirectly influences their behavioral intention. |
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| Keywords: | online travel agency service fairness (customer's) sense of trust (customer's) sense of satisfaction (customer's) behavioral intention |
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