农家乐的服务质量、顾客满意度及忠诚度的关系研究--以天目山地区为例

摘要

Combining and face to face interview questionnaire,in Tianmu Mountain area surrounding the farm as an example,the study on the relationship between the service quality,customer satisfaction and loyalty. The results show that,tourism service quality has positive effect on customer satisfaction,customer loyalty,customer satisfaction has positive relationship with customer loyalty. To further enhance the overall tourism service quality,increase customer satisfaction,improve the intention customer revisit and willingness to recommend, puts forward the relevant suggestions and comments,in order to promote the sustainable development of Tianmu Mountain scenic area surrounding the farm.%通过问卷调查和当面访谈相结合的方法，以天目山景区周边的农家乐为例，对其服务质量、顾客满意及忠诚度的关系进行研究。结果表明，农家乐服务质量对于顾客满意度、顾客忠诚度具有正向关系，顾客满意度对于顾客忠诚度也具有正向关系。为进一步提升整体农家乐服务质量，增加顾客满意度，提高顾客的重游意愿和推荐意愿，提出相关建议和意见，以期促进天目山景区周边农家乐的可持续发展。