Translated Abstract
With the fast development and widespread use of the information technology, the way of travel-booking service has been turned gradually from traditional mode to online mode. As a result, the e-travel booking market is growing rapidly. However, facing the increasingly fierce competition in the e-travel booking market, whether the e-travel booking entrepreneurs can provide customized and high-quality e-travel service is crucial to the increasing adhesion of the website, brand effect and competitive advantage. Therefore, how to make reasonable and accurate evaluation of the e-travel service quality provided by e-travel booking entrepreneurs has became the limelight of these entrepreneurs. Based on this, this article chooses building a reasonable evaluation model of the e-travel service quality under the cultural background of China as the main research task.
Combined with the features of e-service, this thesis analyzed the factors that affected the customers’ perception to e-travel service quality of website first, based on customers’ decision-making process in internet environment. On the base of this, the article built a dynamic evaluation model based on customers’ decision-making process. Then through the questionnaire survey and path analysis method, the article tested the model and proved the validity of the model. Besides, this article gave reasonable suggestions to e-travel booking entrepreneurs on doing online travel booking business. This study shows that the consumers’ assessments of service quality is made up of perception of the service quality in three decision-making stage:pre-consumption stage, consumption stage and after-consumption stage. Consumers’ perception of the service quality in consumption stage has most significant effects on their evaluation of service quality. Consumers’ perception of the service quality in pre-consumption stage has less effects on their evaluation of service quality. Consumers’ perception of the service quality in after-consumption stage has least effects on their evaluation of service quality.
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