摘 要

近年来人民生活水平的提高带动了在线旅游行业迅速崛起，经过10年的发展，在线旅游APP层出不穷：携程、去哪儿、同程艺龙等令人眼花缭乱。这其中就有阿里飞猪APP，它是阿里巴巴旗下由“阿里旅行”发展而来的主打年轻用户和出境游的旅游品牌。

本文选取大学生作为调查主体，以南京工业大学为例，在对国内外文献进行阅读和分析的基础上，首先对阐述了什么是旅游APP，其次介绍了阿里飞猪APP的发展现状。然后通过发放问卷的形式，采用问卷调查法，以南京工业大学为例对影响阿里飞猪顾客满意度的因素进行了调查，问卷主要分为受访者的个人基本情况、阿里飞猪APP顾客行为基本现状调查、阿里飞猪APP顾客满意度影响因素调查、阿里飞猪APP的发展展望调查四个部分。通过回收问卷数据、问卷样本描述分别得出了正向影响和负向影响阿里飞猪APP顾客满意度的因素。论文最后针对问卷中被访问者反映出的问题对阿里飞猪APP提出了若干优化策略。

关键词：阿里飞猪 在线旅游 顾客满意度

Investigation and Analysis on the Development and Satisfaction Degree of Fliggy APP

ABSTRACT

Recently ,online travel indusyty has grown rapidly for the uprising economy.After 10 years of development, online travel apps have emerged in an endless stream: Ctrip, where to go, and Tongcheng Yilong are dazzling. Among them is Fliggy APP, which is a tourism brand developed by Alibaba, which is developed by Ali Travel. It is a comprehensive tourism brand for young users and outbound travel. It is a comprehensive product for airline tickets, hotels, tourist routes and other products for Taobao members.

This paper selects college students as the main body of investigation. Taking Nanjing Tech University as an example, based on the reading and analysis of domestic and foreign literatures, it first explains what is a tourism APP, and then introduces the development status of Fliggy.

Then, by means of questionnaires and questionnaires, Nanjing Tech University was taken as an example to investigate the factors affecting the customer satisfaction of Fliggy. The questionnaires are composed of two parts,including the fundamental state of the participate and the behavior of Fliggy customers.

The basic status survey, the survey on the factors affecting the customer satisfaction of Fliggy, and the prospective survey of the development of Fliggy are four parts.

By retrieving the questionnaire data and the sample description of the questionnaire, the factors that positively affect and negatively affect the customer satisfaction of Fliggy were obtained.

At the end of the paper, some optimization strategies for Fliggy were proposed for the questions reflected by the interviewees.

Key Words: Fliggy ; Online travel ;Customer Satisfaction

目 录

摘 要 I

ABSTRACT II

第一章 导论 1

1.1 研究背景 1

1.2 论文研究的目的和意义 2

1.3 论文研究方法 3

1.3.1 研究内容 3

1.3.2 研究路线与方法 3

第二章 顾客满意度文献综述 5

2.1顾客满意度文献研究 5

2.1.1 国外顾客满意度文献研究 5

2.1.2 国内顾客满意度文献研究 7

2.2 问卷调查法 8

2.2.1 问卷调查法概述 8

2.2.2 问卷调查法的优点 9

第三章 阿里飞猪发展现状分析 10

3.1 旅游APP的概述 10

3.2 阿里飞猪发展情况概述 11

3.3 阿里飞猪的产品结构分析 12

第四章 阿里飞猪APP顾客满意度问卷调查 16

4.1 问卷设计、发放与回收 16

4.1.1问卷设计 16

4.1.2问卷的发放与回收 17

4.2 南京工业大学阿里飞猪顾客满意度问卷分析 17

4.2.1问卷的可信度 17

4.2.2样本描述 18

4.3阿里飞猪APP顾客满意度影响因素分析 21

4.3.1 移动应用的界面美观性 21

4.3.2 服务基础需求的完整性 22

4.3.3 个性需求的多样性 26

4.3.4 缺少宣传渠道 29

4.4 阿里飞猪APP发展调查分析 29

第五章 阿里飞猪APP顾客满意度的建议 32

5.1调查结论 32

5.2提升阿里飞猪APP顾客满意度的具体措施 34

结束语 36

参考文献 37

致谢 39

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