“滴滴出行”服务质量对顾客满意度和忠诚度影响的实证研究

An Empirical Study on the Impact of Drops Travel Company's Service Quality on the Customers' Satisfaction and Loyalty

运用SERVQUAL量表和转换成本的理念,从服务质量、转换成本、乘客满意度和忠诚度四个维度,建立"滴滴出行"的服务质量-转换成本-顾客满意度-忠诚度的结构方程模型,并结合南昌市实际调查数据,运用二阶验证性因子分析和路径分析方法定量研究各变量对乘客满意度和忠诚度的影响。研究显示,"滴滴出行"服务质量包括安全性、有形性、可靠性、响应性和移情性5个维度;服务质量、转换成本正向影响乘客满意度和忠诚度,且服务质量的影响最为明显。对此,提出制定切实可行的网约车服务质量控制标准,有序规范市场环境;提升可靠性和响应性,增加安全性、移情性和有形性;提高平台治理能力,继续推进优惠政策等建议。

Using the SERVQUAL scale and the concept of switching cost,a structural equation model of the Drops Travel Company’s service quality-switching cost-satisfaction-loyalty is established from the four dimensions of service quality, switching cost, customer satisfaction and loyalty. The effects of different variables on passenger satisfaction and loyalty are studied quantitatively by using two order confirmatory factor analysis and path analysis with the actual survey data in Nanchang. The research shows that quality of service include five dimensions of security, materiality, reliability, responsiveness and empathy. Service quality and switching cost have a positive impact on customer satisfaction and loyalty,but the effect of service quality is the most obvious. In this regard, it is recommended to develop practical standard for service quality control and establish standardized and orderly market environment to enhance reliability and responsiveness, increase security, empathy and materiality. It is necessary to improve platform management capabilities and promote preferential policies for the passenger.