基于DANP和IPA的网约车服务质量评价研究

Evaluating Car-Hailing Service Quality Based on the DANP and IPA Method

随着网约车市场监管规范化,平台优惠减少,导致供需失衡,客户流失严重,如何通过提高服务质量保持竞争优势成为网约车平台的首要问题。运用DANP和IPA对网约车服务质量进行评价,以了解客户感知的服务质量现状,进而针对性进行改善。首先,基于SERVQUAL量表,设置网约车服务质量的影响因素,并以调查问卷的形式收集数据;然后,利用DANP法确定影响因素的权重并进行相关的关系分析;最后,采用IPA分析将因素权重与顾客感知服务质量相结合,以确定影响因素改进的优先次序,从而为网约车服务质量的改善提供参考。

As the standardization of car-hailing market regulation, the platform reduces incentives and this leads to the imbalance of supply and demand, and then customers drain seriously. How to improve the quality of service to maintain competitive advantage has become the first issue of car-hailing platform. In this paper, the DANP and IPA method are used to evaluate the car-hailing service quality so as to know the current situation of service quality that customer perceived, and then make targeted improvements. First, factors affecting car-hailing service quality were set up based on the SERVQUAL scale, and data were collected in the form of questionnaires. Then, the DANP method was adopted to determine the weights of influence factors and analyze the relationship between them. Finally,the IPA analysis was used to combine the factor weights with service quality that customer perceived to determine the priority of the influencing factors. Thus, some references are provided for the improvement of car-hailing service quality.