卡车司机对道路忠诚度的评价方法研究

A Method for Evaluation on Truck Drivers’Loyalty with Road

为把握卡车司机道路选择的需求心理和道路服务质量改善诉求,从道路的商品属性和卡车司机享用道路服务的角度,建立了道路忠诚度评价指标体系。基于问卷调查数据构建了考虑卡车司机“情感价值”变量的道路忠诚度结构方程模型,分析了卡车司机道路选择的内在作用机理并提取了相关影响因素。依托问卷调查数据,利用Amos软件分析了10项潜变量和30项显变量之间的关联关系及对应参数。结果表明:道路作为商品在其本身产生价值之外,卡车司机在使用过程中产生的情感依赖同样会对道路服务价值的感知产生影响;“情感价值”是影响“道路忠诚度”的重要因素,卡车司机在某一条道路使用过程中情感体验的长期积累对运输路线的选择具有影响;卡车司机对熟悉道路满意度并不能替代忠诚度,在道路服务质量和使用体验并未达到卡车司机期望的情况下,受制于费用成本和对陌生道路可靠性的信任度等因素,熟悉道路仍“被迫”成为多数卡车司机的首选项;在保证安全前提下,如何节省时间成本和金钱成本是卡车司机选择运输路线的首要考虑因素;相较以往采用静态指标组合权重的方法评价道路服务水平,从卡车司机道路选择忠诚度的角度评价道路服务水平,是现有评价方法的有效补充,能够更加直观反映用户对道路服务水平的提升需求。

In order to grasp the demand psychology of truck drivers for road choice and improve the quality of road service,an evaluation indicator system of road loyalty is established from the perspective of road commodity attribute and truck drivers enjoying road service.Based on the survey data,a structural equation model of road loyalty is constructed,which considered the variables of“emotional value”of truck drivers.Based on the survey data,the relationship among 10 latent variables and 30 apparent variables and their corresponding parameters are analyzed with Amos software.The result shows that(1)the truck drivers’emotional dependence on the road also affects the perception of the road service value besides the value of the road itself as a commodity;(2)“emotional value”is an important factor that affects“road loyalty”,and the long-term accumulation of truck drivers’emotional experience in the use of a certain road has an impact on the choice of transportation routes;(3)truck drivers’satisfaction with road familiarity is not a substitute for loyalty when the quality of road service and user experience do not meet truck drivers’expectations,constrained by cost and trust in the reliability of unfamiliar roads,familiar roads are still“forced”to be the preferred choice for most truck drivers;(4)truck drivers’satisfaction with road familiarity is not a substitute for loyalty when the quality of road service and user experience do not meet truck drivers’expectations,and constrained by cost and trust in the reliability of unfamiliar roads,familiar roads are still“forced”to be the preferred choice for most truck drivers;(5)how to save time cost and money cost is the first factor for truck drivers to choose transportation routes under the premise of ensuring safety,and the evaluation of road service level from the perspective of road choice loyalty of truck drivers is an effective complement to the existing evaluation methods,which can more directly reflect the user’s demand for road service level.