| Abstract [eng] |
The main objective of this Master's thesis is to investigate the the factors of service quality of Chinese travel agencies’ service quality influencing tourist satisfaction. The Master's thesis consists of three main parts: analysis of the literature, the research and its results, conclusions and proposals. The literature review provides an overview of the development of service quality theory, presents the basic concepts of the SERVQUAL model, introduces the main elements of service quality, and demonstrates its popularity and importance through the relationship between service quality and visitor satisfaction. Following a literature analysis, the authors developed a questionnaire using the online platform called ‘Wenjuanxing' and administered a survey to tourists who had travelled through travel agencies during a six-month period, mainly residing in Shanghai but also in various regional cities in China, to investigate their satisfaction with the quality of the services provided by the travel agencies. The main objective of the survey was to find out the factors influencing tourists' satisfaction with the quality of travel agents' services. The results of the survey were processed using SPSS Statistic 26. The study found that the two main service quality factors in travel agencies that influence tourist satisfaction are service quality’s assurance and empathy. The conclusions and recommendations summarise the results of the study, which, in the author’s opinion, can serve as an effective guideline for the improvement of the quality of travel agency services in China, and can be beneficial for the improvement of tourists' satisfaction with the quality of travel agency services. |
