高速公路服务质量及顾客容忍区实证研究

发布时间：2018-07-26 17:49

【摘要】：20世纪80年代以来,我国高速公路的迅速发展使得其在交通运输体系中扮演了越来越重要的角色。与此同时,随着经济的发展和思想的变革,人们对服务的意识越来越强烈,对在高速公路通行过程中所接受到服务的质量提出的要求也越来越高,高速公路服务质量的提高问题亟待解决。本文结合SERVQUAL量表法和结构方程模型,分别针对高速公路的服务质量评价体系和服务质量容忍区影响因素进行了研究,并根据研究结果分别构建了服务相关方(高速公路运营商、顾客以及服务区承包商)之间相互行为的博弈模型,对高速公路的服务质量提升问题提供借鉴意义。首先,文章在总结分析前人研究的基础上,基于SERVQUAL量表法,结合高速公路服务的差异性和特殊性,提出了针对于高速公路服务质量的评价指标体系。该指标体系具体包括了以服务质量五维度为标准的五个一级指标,以及以高速公路服务这一领域中遇到的实际问题为依据的二十七个二级指标。这些指标将高速公路服务的特殊性融合到服务质量评价量表法当中,对服务质量在特定领域的具体体现做出了详细说明。其次,为确保研究的科学合理性,文章通过对高速公路感知服务质量及顾客满意度进行的实证分析调查和研究,结合实际数据进一步检验和修正高速公路服务质量的理论模型,揭示了高速公路感知服务质量与服务质量五个维度的内在关系,即：响应性、保证性、移情性、可靠性和有形性对高速公路感知服务质量均存在显著影响,且其中响应性是当前顾客对最为关注的一个评价指标。再次,为了明晰高速公路服务质量容忍区,文章采用SPSS17.0和AMOS17.0软件,通过问卷调查和数据统计对高速公路感知服务质量容忍区域的宽度及其影响因素进行了深入探讨和分析论证,验证了研究假设的合理性,即：过往经历、环境因素和顾客态度意向分别对顾客的可接受服务水平有显著影响；过往经历、持续的服务强化因素和顾客态度意向分别对顾客的理想服务水平有显著影响；此外,高速公路服务质量容忍区宽度与服务的重要性呈负相关。最后,文章分别从高速公路运营商与顾客、高速公路运营商之间以及高速公路运营商与服务区承包商的关系三个角度出发,针对他们两两之间的相互行为构建了博弈模型进行分析。高速公路运营商与顾客之间的博弈分析显示,在不考虑顾客流动时,存在纳什均衡(不支付,不提高)；在考虑顾客流动时,当运营商提升和不提升高速公路服务质量所引起的顾客转移收益数值之和大于其可能支付的总成本时,存在纳什均衡(不支付,提高)。高速公路运营商之间的博弈分析显示,当对高速公路整体而言提高服务质量后短期利润低于服务质量提高之前的,且提高服务质量获得的转入新客源的收益大于支付的成本,或者提高服务质量后的短期利润高于服务质量提高之前的,两种情况下均存在纳什均衡(提高,提高),即高速公路运营商均倾向于选择提高服务质量。高速公路运营商与服务区承包商的博弈分析显示,高速公路运营商进行监管的概率与服务区承包商提高服务质量需支付的成本、惩罚成本、服务区承包商提高服务质量获得的收益以及合作收益有关；服务区承包商提高服务质量的概率与惩罚成本以及监管成本有关。
[Abstract]:Since the 1980s, the rapid development of the highway in China has played an increasingly important role in the transportation system. At the same time, with the development of the economy and the change of thought, the people are more and more aware of the service, and the more the requirements for the quality of service accepted in the process of highway traffic are also more and more. The higher the highway service quality is, the more urgent it is to solve.
In this paper, based on the SERVQUAL scale and the structural equation model, the service quality evaluation system and the influence factors of the service quality tolerance zone are studied respectively. According to the results, the game model of the interaction between the service parties (the expressway operators, the customers and the service area contractors) is constructed respectively. Expressway service quality improvement issues provide reference.
First of all, based on the analysis of previous studies, based on the SERVQUAL scale, combined with the difference and particularity of expressway service, this paper puts forward an evaluation index system for the service quality of freeway. The index system includes five first grade indexes based on the five dimension of service quality, and the expressway suit. Twenty-seven two level indicators based on the actual problems encountered in this field. These indexes integrate the particularity of the expressway service into the quality of service assessment scale, and give a detailed description of the specific representation of the quality of service in a specific field.
Secondly, in order to ensure the scientific rationality of the study, through the empirical analysis and Research on the quality of Expressway perceived service and customer satisfaction, the paper further examines and corrections the theoretical model of the service quality of freeway in combination with actual data, and reveals the intrinsic quality and quality of the five dimensions of the Expressway sense of service quality and service quality. The relationship, namely: responsiveness, assurance, empathy, reliability and tangible quality have significant influence on the quality of Expressway perceived service, and the responsiveness is one of the most important evaluation indicators of current customers.
Again, in order to clear the expressway service quality tolerance zone, the article uses SPSS17.0 and AMOS17.0 software, through the questionnaire survey and data statistics, to discuss and analyze the width of the expressway perception service quality tolerance area and its influencing factors, and verify the rationality of the research hypothesis, namely: past experience and environmental factors. And customer attitudes and intentions have a significant impact on the customer's acceptable service level respectively. Past experience, continuous service strengthening factors and customer attitude intention have a significant impact on the customer's ideal service level. In addition, the width of the expressway service tolerance zone is negatively related to the importance of service.
In the end, the article analyzes the relationship between the freeway operators and the customers, the expressway operators and the expressway operators and the service area contractors, and analyzes the game model between their 22 behavior. The game analysis between the expressway operators and the customers shows that the game is not considered. When the customer flows, there is a Nash equilibrium (no payment, no improvement). In the consideration of the flow of customers, there is a Nash equilibrium (not paid, improved) when the sum of the customer transfer returns caused by the operator's promotion and the quality of the service of the freeway is greater than the total cost of the possible payment. In the two cases, there are Nash equilibrium in the two cases, when the short-term profit of the service quality is lower than the quality of service, and the quality of the service is higher than the cost of the new passenger, or the short-term profit after the service is higher than the quality of the service. On the other hand, the highway operators tend to choose to improve the quality of service. The game analysis between the expressway operators and the service area contractors shows that the probability of the supervision of the expressway operators and the cost of the service area contractors to improve the quality of service, the cost of punishment, the benefits obtained by the service contractors to improve the quality of service. As well as the income of cooperation, the probability of improving service quality in service area is related to the cost of penalty and the cost of supervision.
【学位授予单位】：西南交通大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F542

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