网约车用户特征及服务质量评测研究——以苏州为例

An Empirical Study of Online Car-hailing Users’ Characteristics and Service Quality Evaluation

网约车正成为居民出行不可或缺的选择,随着网约车市场的成熟,众多网约车运营商也逐渐形成了差异化的服务特征。为了解网约车用户特征,评判网约车运营主体的服务质量,通过使用层次分析法、构建了一套定量化的网约车服务质量测评模型,在安全、可靠、效率、诚信、设施、服务六个维度对服务质量进行量化分析。采取线上、线下调查结合,对苏州网约车市场进行案例研究,对主流的4家网约车运营商、9个网约车产品进行评价,并在产品角度、用户角度给出改进意见。评价结果显示:不同产品在各方面服务质量略有不同,首约舒适在安全上表现最好,礼橙专车在可靠上表现最好,神州公务在效率上表现最好,滴滴快车在诚信上表现最好,首约商务在设施上表现最好,首约舒适在服务上表现最好。基于此,我们也对不同的乘客群体(价格导向、效率导向、商务出行导向等)乘客给出了用车的建议。此外,苏州网约车的普及一定程度上减少了私家车的使用,但网约车使用人群主要来自巡游出租车以及公共交通的转移。

Online car-hailing is becoming an indispensable choice these days.Different operators are building up the market segmentation.This paper proposes to study the online car-hailing users’behaviors and evaluate operators’service qualities by establishing an index system including safety,reliability,efficiency,honesty,facility and service.Online and offline surveys are conducted in Suzhou,aiming for four main online car-hailing operators and nine online car-hailing products.Recommendations are given from both products’and users’perspectives.The result shows that different products show different service quality from a range of parameters,Shouyueshushi is the safest,Lichengzhuanche is the most reliable,Shenzhougongwu is the most efficient,DIDI is the most honest,Shouyueshangwu has the best facility,Shouyueshushi has the best service.Based on this,different user-groups(priceoriented,efficiency-oriented,business trip-oriented)are given advice correspondingly.Besides,Suzhou online car hailing service has reduced the number of private car users to some extent,and the majority of the online car-hailing users come from former taxis and public transport users.