INFLUENCING FACTORS OF CUSTOMER SATISFACTION OF THE TRAVEL AGENCY IN BEIJING

Abstract

The research was to investigate actual factors affecting customer satisfaction of travel
agencies in Beijing. The conceptual framework was developed from the literature review,
survey, and other contemporaneous research in tourism marketing. Accordingly, the
researchers consider the importance of customer-perceived value, social exchange, service
quality, reliability, quick responsiveness, and customer satisfaction.
In this, the researchers employed the quantitative research approaches. The instruments of
research were the steps of a questionnaire. Data were collected from 359 people who are
entrepreneurs of travel agencies. The data collected were analyzed using path modeling and on
the basis of observing the actual customer satisfaction of the organizations studied through all
operational links in the supply chain of tourism.
Findings are as follows: Applications of customer perceived value, social exchange, service
quality, reliability, and quick responsiveness were explanatory of the variance in tourist
satisfaction at 49.8 percent (R2 = 0.498). Each factor involves significant aspects, with the total
being 26. All elements should be addressed if problems are to be solved over the long haul.