Tác động của sự hài lòng đến lòng trung thành của doanh nghiệp lữ hành gởi khách đối với doanh nghiệp lữ hành nhận khách tại Việt Nam

Trương Quốc Dũng1, Nguyễn Phạm Hạnh Phúc1
1 Trường Đại học Tài chính – Marketing

Nội dung chính của bài viết

Tóm tắt

Sự hài lòng thúc đẩy lòng trung thành của doanh nghiệp lữ hành gởi khách (Travel Agent) đối với doanh nghiệp lữ hành nhận khách (Tour Operator), nhóm tác giả đã khảo sát 253 doanh nghiệp lữ hành gởi khách tại Việt Nam và sử dụng phần mềm Smart-PLS để kiểm định các giả thuyết nghiên cứu và phân tích đa nhóm với 3 yếu tố: (1) Sự hài lòng của doanh nghiệp lữ hành gởi khách tác động tích cực đến lòng trung thành; (2) Tác động tích cực đến cam kết; (3) Cam kết có ảnh hưởng tích cực đến lòng trung thành của doanh nghiệp lữ hành gởi khách. Kết quả nghiên cứu giúp doanh nghiệp lữ hành nhận khách tại Việt Nam đạt được hiệu quả kinh doanh thông qua đại lý lữ hành là doanh nghiệp lữ hành gởi khách bao gồm: (1) Cung cấp sản phẩm có chất lượng; (2) Chất lượng dịch vụ; (3) Sự tương hỗ của các bên liên quan; (4) Nguồn nhân lực; (5) Mở rộng hệ thống đại lý nhằm nâng cao sự hài lòng, duy trì lòng trung thành của doanh nghiệp lữ hành gởi khách với doanh nghiệp lữ hành nhận khách.

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