I 摘要 随着近年来我国经济的高速增长，我国旅游行业的市场规模增强较快。联网 产业的快速发展，带来旅游行业的线上化。在线旅游的发展有利于降低旅游行业 中的信息不对称现象，同时有利于促进社交化旅游的发展。在线旅游让用户形成 了社群关系，通过讨论组、论坛等互相分享信息以及攻略，形成具有社交网络特 征的虚拟社区，改变了传统旅游行业依靠旅行社等提供旅行线路信息的模式。目 前，在线旅游市场的竞争激烈，以马蜂窝网为代表的在线旅游行业在旅游旺季期 间展开了激烈的竞争。在激烈的竞争中，也暴露了在线旅游的各种问题。因此， 对马蜂窝网站的客户满意度进行评价，定位目前马蜂窝网站存在的问题，并设计 方案提升马蜂窝网站的客户满意度，对于增强马蜂窝网站的竞争力具有一定的参 考价值，也为我国在线旅游网站的发展提供参考。 本文以在线旅游网马蜂窝为研究对象，对互联网在线旅游产品的客户满意度 进行研究。首先，本文对相关理论以及文献进行了研究，总结了互联网旅游产品 的客户满意度模型，基于感知风险、感知成本、感知服务以及感知价值构建了马 蜂窝网的客户满意度评价模型。其次，本文基于客户满意度模型，构建了马蜂窝 网客户满意度评价指标体系，通过问卷调查对马蜂窝网的客户满意度进行评价。 目前马蜂窝网的客户满意度整体得分较低，存在较大的改进空间。第三，在马蜂 窝网客户满意度评价的基础上，分析了马蜂窝网客户满意度存在的问题以及原因。 目前马蜂窝网在客户满意度方面存在支付体系架构落后、技术对产品的支撑不足、 技术体系无法支撑客户价值提升、客户服务能力较弱等问题，导致这些问题的原 因在于马蜂窝网的客户研发体系不完善、客户服务体系存在缺陷。第四，基于敏 捷开发中的看板方法以及客户关系管理理论，提出了提升马蜂窝网客户满意度的 建议。通过实行敏捷开发中的看板方法提升了马蜂窝网的研发能力，改进产品的 技术质量。通过优化客户服务体系，提升了马蜂窝网的客户服务能力。最后，本 文提出从人力资源、企业文化以及技术创新方面保障马蜂窝网客户满意度提升策 略的实施。 本文的研究能够为进一步提升马蜂窝网客户满意度提供参考，也能够为其他 类似的产品提供一定的借鉴。 关键词：在线旅游；客户满意度；敏捷开发；客户关系管理； ABSTRACT II ABSTRACT With the popularity of Internet applications, more and more people begin to search information and find cooperation through Internet channels. Some users with similar purposes or common interests gradually form an online aggregation and establish a virtual community. Due to the limitation of information asymmetry, tourists often need to obtain information through various ways in the process of selection, decision-making and transaction. As a subdivision type of virtual community, tourism virtual community is a virtual social space which gathers online with tourism as the theme. With its high interactivity, convenient communication and time-space characteristics, it facilitates the connection between tourism industry and virtual community, completely subverts the traditional way of obtaining tourism information, and forms a number of world-famous Tourism social websites, such as catwalk, hornet's nest, etc., attracting A large number of readers. This paper chooses wasp nest net as a case study. As a leading travel social network and free travel trading platform in China, improving customer satisfaction is the basis for the development of the website. Therefore, it is of great significance to study the improvement of customer satisfaction in the hornet's nest for the development of Internet online tourism products. In this paper, online travel nethorse cellular as the research object, the customer satisfaction of online travel products is studied. Firstly, this paper studies the relevant theories and literature, summarizes the customer satisfaction model of internet tourism products, and constructs the customer satisfaction evaluation model of wasp nest network based on perceived risk, perceived cost, perceived service and perceived value. Secondly, based on the model of customer satisfaction, this paper constructs the evaluation index system of customer satisfaction of wasp nest network, and evaluates the customer satisfaction of wasp nest network through questionnaire survey. At present, the overall customer satisfaction score of wasp's nest network is low, and there is much room for improvement. Third, based on the evaluation of customer satisfaction, the paper analyzes the problems and reasons of customer satisfaction. At present, there are some problems in the aspect of customer satisfaction, such as the risk of payment system, the insufficiency of product search ability, the weakness of customer service ability and the need for further refining of customer value. The reasons for these ABSTRACT III problems lie in the imperfection of customer R & D system and the defects of customer service system. Fourthly, based on the theory of agile development and customer relationship management, some suggestions are put forward to improve the customer satisfaction of wasp nest. Through the implementation of agile development, the research and development ability of wasp nest network is improved, and the technical quality of products is improved. Through the optimization of customer service system, the customer service ability of wasp nest network is improved. Finally, this paper puts forward the implementation of customer satisfaction promotion strategy from the aspects of human resources, corporate culture and technological innovation. The research of this paper can provide reference for further improving customer satisfaction of wasp nest, and also can provide reference for other similar products. Keywords: online tourism; customer satisfaction; agile development; customer relationship management; 目 录 IV 目 录 第一章 绪论 ....................... 1 1.1 研究背景与意义 ... 1 1.1.1 研究背景 ... 1 1.1.2 研究意义 ... 2 1.2 文献综述 ............... 2 1.2.1 客户满意度 .............................. 2 1.2.2 在线网站客户满意度 .............. 3 1.2.3 文献述评 ... 4 1.3 研究目的与内容 ... 4 1.3.1 研究目的 ... 4 1.3.2 研究内容 ... 4 1.4 研究思路与方法 ... 5 1.4.1 研究思路 ... 5 1.4.2 研究方法 ... 5 1.5 研究创新 ............... 6 第二章 概念界定及理论基础 .......................... 7 2.1 概念界定 ............... 7 2.1.1 在线旅游网站 .......................... 7 2.1.2 客户满意度 .............................. 7 2.2 客户满意度理论 ... 8 2.2.1 满意度影响模型 ...................... 8 2.2.2 满意度测量模型 ...................... 9 2.2.3 满意度指数 .............................. 9 2.2.4 在线网站客户满意度测量模型 ............................ 11 2.3 敏捷开发 ............. 12 2.4 客户关系管理理论 ............................ 13 2.5 本章小结 ............. 14 第三章 马蜂窝网站客户满意度评价模型构建 ........................... 15 3.1 马蜂窝网分析 ..... 15 3.1.1马蜂窝简介 ............................. 15 目 录 V 3.1.2 马蜂窝网用户分析 ................ 16 3.1.3马蜂窝网产品分析 ................. 16 3.1.4 马蜂窝网竞品分析 ................ 17 3.2 马蜂窝网客户满意度测评模型构建 19 3.2.1 马蜂窝网客户满意度评价模型构建思路 ........... 19 3.2.2 马蜂窝网客户满意度评价指标 ........................... 19 3.2.1马蜂窝网客户满意度评价方法选择 .................... 21 3.3 马蜂窝网客户满意度评价实证 ........ 24 3.3.1 问卷设计与数据回收 ............ 24 3.3.2 问卷检验 . 24 3.3.3 基本描述统计 ........................ 26 3.3.4 评价指标权重确定 ................ 27 3.3.5 客户满意度评价 .................... 30 3.4 本章小结 ............. 34 第四章 马蜂窝网客户满意度存在问题及原因分析 ................... 35 4.1 马蜂窝网客户满意度存在问题分析 35 4.1.1 支付等技术体系架构落后 .... 35 4.1.2 技术对产品的支撑不足 ........ 36 4.1.3 技术体系无法支撑客户价值的提升 ................... 38 4.1.4 客户服务能力较弱 ................ 39 4.2 马蜂窝网客户满意度存在问题的原因分析 ................... 40 4.2.1 产品的研发体系不完善 ........ 40 4.2.2 客户服务体系存在缺陷 ........ 41 4.3 本章小结 ............. 43 第五章 马蜂窝网客户满意度提升策略研究 44 5.1 马蜂窝网产品研发体系优化 ............ 44 5.1.1 敏捷开发可行性分析 ............ 44 5.1.2 基于看板方法的研发体系优化 ........................... 45 5.1.3 研发体系优化效果分析 ........ 52 5.2 马蜂窝网客户服务体系优化 ............ 54 5.2.1 客户关系管理理论可行性分析 ........................... 54 5.2.2 马蜂窝网客户服务体系优化设计 .........