摘要
优先发展公共交通,有效利用交通资源是缓解我国大城市交通拥堵问题的一项基本国策。公交优先应该是公交服务理念的优先,要不断提高服务质量,吸引和服务于更多的乘客。研究公共交通服务满意度测评理论与方法,对促进城市公交的健康和良性发展,持续改进公共交通服务质量有重要理论意义和实际价值。
本文论述了公共交通服务质量的内涵,界定了公共交通服务顾客满意的内涵,指出在公交乘客满意度测评中应采用累积满意度方法。探讨了公共交通顾客满意度和顾客忠诚度的形成机制,研究了顾客满意和顾客忠诚的内在关系。将顾客感知服务质量和顾客满意度理论引入到公交服务质量评价中,提出从环境设施、乘车便利、乘车安全、运营服务四个方面来评价公共交通服务的满意程度。运用顾客满意度指数模型的研究成果,分析了乘客满意度的影响因素,构建了公共交通乘客满意度概念模型。为多角度了解和测量乘客对于公交服务的真实感受,对不可直接观测的潜变量进行解析,定义可直接评价的显变量,用量表工具将乘客对公交服务的看法、偏好和态度客观和方便地表示出来,并用内部一致性信度方法检验了显变量测度相应潜变量的有效程度。研究了乘客满意度的指数赋权方法,指出采用客观赋权法的优势。依据乘客满意度呈现偏态分布的特点,采用基于PLS建模方法的结构方程模型解决了乘客满意度的量化问题。以长春市3条公交线路的满意度调查数据为基础,开展乘客满意度测评模型的实证研究,计算乘客满意度指数并详细分析了乘客满意度模型中各影响因素的内外部关系,提出优先发展公共交通、改进服务质量的政策建议。
With large population and limited land in our country, the population concentrated on cities and towns, and tens of millions of people are squeezing into cities every year. With the rising standard of living of the people, cars are gradually entering the homes, so city traffic jams and travel inconvenience is becoming increasingly apparent. Because of limited urban space, it is impossible for road infrastructure to be constructed unlimited. Undoubtedly, urban transit is an effective means of solution to this problem. However, the development status quo of transit in our country is not satisfactory, which leads to substantial loss of public transport passengers. Thus transit priority development policies were introduced to improve transit efficiency and effectively alleviate traffic congestion. It is based on high-capacity, fast transit systems and other transport modes as supplements. It is the best way to attract passenger flow, facilitate the public to travel, reduce the stress of roads, and ease traffic congestion of the city. The further meaning of transit priority is the concept of public service priorities, which improve transit service levels, then improve the transit contribution rate, attract more passengers, and effectively implement the transit priority policy.
At present, customer-centric, customer demand-oriented and improving customer satisfaction and loyalty management concept is becoming the mainstream, and customers become the deciding factor for the survival and development of enterprises. Domestic and foreign scholars have conducted substantial research on the theories of customer satisfaction. A number of countries and regions have established a customer satisfaction index model successively, and launched Customer Satisfaction Measurement. To transit enterprises, which provide travel services for urban residents, quality is the soul of service.Only if taking passengers as center in terms of ideology can it be expressed as providing people-based services for passengers in the service process.
To maximize the transit passengers and improve service quality perceived by passengers, it is obvious that the pursuit of passenger satisfaction is an active and effective means. Improving transit services quality of depends on the assessment and monitoring of the whole society, in particular, the object of transit services– passenger. Passenger Satisfaction Index is a comprehensive indicator for measuring the quality of transit service. The scientific and reasonable evaluation on the quality of transit service can be used as the basis to improve the quality of service for transit enterprises. Relying on the theories of customer satisfaction, customer behavior, customer psychology and sociology, in this dissertation, public transport service quality, passenger satisfaction, passenger loyalty, satisfaction measurement and evaluation of in-depth study are studied to measure the transit passenger satisfaction quantitatively.
In this context, it studied the passenger satisfaction theory qualitatively and quantitatively, introduced the existing research results, set up operational evaluation model and provided data to reflect the reality for transit companies. The main conclusions and results of research are as follows:
1. It discussed the characteristics of service quality and methods of assessment to explore the connotation of transit service quality.
2. The connotation of customer satisfaction is summarized. From specific transaction satisfaction and cumulative satisfaction both, it defined customer satisfaction, and analyzed its application conditions, pointing out why the cumulative satisfaction was applied for transit satisfaction index measuring.
3. On the basis of summary of the research results, it further explored the formation mechanism of customer satisfaction and customer loyalty, studied the inherent relationship between customer satisfaction and customer loyalty, which formatted the basic assumptions of the dissertation.
4. The customer satisfaction theory was introduced into urban transit service quality evaluation to analyze the impacting factors on passenger satisfaction and the results and relationship of variables, as well as to absorb the results of research of customer satisfaction index model so as to build transit passenger satisfaction model of concept and the dual selection discrete model about Passengers complain.
5. The multi-angle analysis and exposition on transit service quality perceived by passengers was conducted as a main basis on measuring transit service quality.
6. It studied the index weighting method of passenger satisfaction, pointing out the advantages of objective weighting method. It defined the theory of structural equation modeling, steps and algorithm. Since Passenger satisfaction in skewed distribution does not meet the requirements of normal distribution, as well as the attribute of multi- correlation of variables, and with advantage of no strict assumptions of PLS method, the structural equation model based on PLS modeling could measure passenger satisfaction quantitatively.
7. It described the principles of questionnaire design and the methods of data processing, and proposed to apply the method combining probability interpolation and classification interpolation for missing data. The quality of the questionnaire was measured in both aspects of reliability and validity.
8. Based on passenger satisfaction survey data of three bus lines in Changchun City, it carried out passenger satisfaction measuring model and passenger complaining dual model to conduct the empirical research, which passed the test of reliability and validity. The results of empirical research proved that passenger satisfaction impacted significantly on passenger loyalty, meanwhile on the passenger's expectation have a significant impact on transit safety and operations. Passenger expectations, quality of service and passenger satisfaction are important factors of passenger complaints.
The innovation lies on:
1. Passenger satisfaction degree on four aspects, such as environmental facility, travel facilities, bus safety and operating service satisfaction were proposed to evaluate the quality of service. Passenger’s psychological feeling is one of the main reasons to choose travel modes. In this paper, Perceived Service Quality and Passenger Customer Satisfaction theory were introduced into transit service quality assessment. In order to indeed meet the travel needs of passengers, it improved the traditional evaluation index of bus service quality.
2. For the multi-angle understanding and measurement of passenger’s real feeling on Passenger Bus Service, indirect observation of the latent variable can be carried out to form a direct evaluation of a series of significant variables. Scale table tool was used to show the passenger’s views, preferences and attitudes on public transport services objectively and user-friendly, and internal consistency reliability test a group of significant variables to measure the extent of the corresponding latent variable.
3. It set up passenger satisfaction on transit industry model. Drawing on research results of other service industries, in view of the characteristics of China's transit industry, it analyzed the impact factors of passenger satisfaction and took passenger loyalty as the only result variable of passenger satisfaction.
4. PLS modeling method was used to solve the problem of quantitative Passenger Satisfaction Index. Based on the theory of structural equation modeling, according to the skewed distribution characteristic of passenger satisfaction, in order to calculate the score of latent variables as well as the PLS modeling method required a smaller sample size, to evaluate satisfaction accurately and objectively, PLS modeling method was used to build Passenger Satisfaction Index survey model, to provide real, objective data for enterprises.
Passenger satisfaction index measurement modal applying on enterprises could reflect realistic data approximately and help enterprises understand the Passenger satisfaction and impact factors of passenger satisfaction. It also assisted enterprises to know the impact factors of passenger complain, facilitated transit enterprises to identify their own weaknesses to be improved in a targeted manner to better meet passenger demand. It helped the residents have access to reliable transit service quality information, improved the travel experience of urban residents and enjoyed better transit services.
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