Evaluation of tourism e-commerce user satisfaction

Abstract

According to the UNWTO, within 4 to 5 years, the proportion of tourism e-commerce in e-commerce will reach 20%-25%. The purpose of this paper is to improve the inadequacy of tourism e-commerce in customer experience, to conduct customer e-commerce satisfaction surveys, and to draw customers’ dissatisfaction with tourism e-commerce. The experimental results show that the overall customer satisfaction is 2.6128. According to the division of the scale vector, the overall satisfaction of the travel e-commerce customers is generally level. The first-level fuzzy comprehensive evaluation is 0.0967, 0.1696, 0.3366, 0.2469, 0.502. According to the principle of maximum membership degree, the evaluation grades of R3 and R5 in the first-level fuzzy comprehensive evaluation are “unsatisfactory,” that is, the tourism-supporting services and contract-performance services become the main factors affecting customer satisfaction. In order to improve customer satisfaction, the tourism e-commerce platform should strengthen the management of tourism-supporting services and contract-fulfillment services.