摘要
20世纪80年代以来,我国高速公路的迅速发展使得其在交通运输体系中扮演了越来越重要的角色。与此同时,随着经济的发展和思想的变革,人们对服务的意识越来越强烈,对在高速公路通行过程中所接受到服务的质量提出的要求也越来越高,高速公路服务质量的提高问题亟待解决。
本文结合SERVQUAL量表法和结构方程模型,分别针对高速公路的服务质量评价体系和服务质量容忍区影响因素进行了研究,并根据研究结果分别构建了服务相关方(高速公路运营商、顾客以及服务区承包商)之间相互行为的博弈模型,对高速公路的服务质量提升问题提供借鉴意义。
首先,文章在总结分析前人研究的基础上,基于SERVQUAL量表法,结合高速公路服务的差异性和特殊性,提出了针对于高速公路服务质量的评价指标体系。该指标体系具体包括了以服务质量五维度为标准的五个一级指标,以及以高速公路服务这一领域中遇到的实际问题为依据的二十七个二级指标。这些指标将高速公路服务的特殊性融合到服务质量评价量表法当中,对服务质量在特定领域的具体体现做出了详细说明。
其次,为确保研究的科学合理性,文章通过对高速公路感知服务质量及顾客满意度进行的实证分析调查和研究,结合实际数据进一步检验和修正高速公路服务质量的理论模型,揭示了高速公路感知服务质量与服务质量五个维度的内在关系,即：响应性、保证性、移情性、可靠性和有形性对高速公路感知服务质量均存在显著影响,且其中响应性是当前顾客对最为关注的一个评价指标。
再次,为了明晰高速公路服务质量容忍区,文章采用SPSS17.0和AMOS17.0软件,通过问卷调查和数据统计对高速公路感知服务质量容忍区域的宽度及其影响因素进行了深入探讨和分析论证,验证了研究假设的合理性,即：过往经历、环境因素和顾客态度意向分别对顾客的可接受服务水平有显著影响；过往经历、持续的服务强化因素和顾客态度意向分别对顾客的理想服务水平有显著影响；此外,高速公路服务质量容忍区宽度与服务的重要性呈负相关。
最后,文章分别从高速公路运营商与顾客、高速公路运营商之间以及高速公路运营商与服务区承包商的关系三个角度出发,针对他们两两之间的相互行为构建了博弈模型进行分析。高速公路运营商与顾客之间的博弈分析显示,在不考虑顾客流动时,存在纳什均衡(不支付,不提高)；在考虑顾客流动时,当运营商提升和不提升高速公路服务质量所引起的顾客转移收益数值之和大于其可能支付的总成本时,存在纳什均衡(不支付,提高)。高速公路运营商之间的博弈分析显示,当对高速公路整体而言提高服务质量后短期利润低于服务质量提高之前的,且提高服务质量获得的转入新客源的收益大于支付的成本,或者提高服务质量后的短期利润高于服务质量提高之前的,两种情况下均存在纳什均衡(提高,提高),即高速公路运营商均倾向于选择提高服务质量。高速公路运营商与服务区承包商的博弈分析显示,高速公路运营商进行监管的概率与服务区承包商提高服务质量需支付的成本、惩罚成本、服务区承包商提高服务质量获得的收益以及合作收益有关；服务区承包商提高服务质量的概率与惩罚成本以及监管成本有关。
Since the1980s, highway in our country is playing a more and more important role for its rapid development. At the same time, with economic development and ideological changes, people's sense of service is getting stronger. The requirement of the quality of services received in the process of traffic on highway is becoming higher. So the improvement of highway service quality becomes an issue that need to be solved.
Combined with the SERVQUAL model and structural equation model, this paper studied on highway service quality evaluation system and factors of zone of tolerance, and then constructed game models between service related parties (highway operators, customers and service contractors), which is to provide reference for highway service quality improvement.
Firstly, considering the particularity in highway service, this paper proposed evaluation index system of highway service quality based on SERVQUAL and summary analysis of previous studies, which include5first index signs on the basis of five dimensions of service quality, as well as27second index signs based on the practical problems in the area of highway service. These indicators integrated the particularity in highway service into service quality evaluation scale and made a detailed description of service quality in specific areas.
Secondly, in order to ensure the scientificity and rationality, an empirical analysis was made on the highway perceived service quality and customer satisfaction survey. And then the theoretical model was further tested and corrected by survey data, which confirmed the highway service quality theoretical model and revealed the intrinsic relationship between perceived service quality and the five dimensions, that is to say, responsiveness, assurance, empathy, reliability and tangibility do have a significant effect on perceived service quality. Among them, responsiveness is most concerned by customers.
Thirdly, in order to realize the zone of tolerance in highway service quality, this paper made in-depth exploration of the width and influence factors of zone of tolerance through questionnaires and statistics by AMOS17.0and SPSS17.0, which verified the rationality of the hypothesis, namely, past experience, environmental factors and customer attitude significantly affect adequate expectation. Past experience, environmental factors and customer attitude significantly affect desired expectation. In addition, there is a negative correlation between the width of zone of tolerance in highway service quality and the importance of service.
Finally, from the perspectives of highway operator and customer, highway operators and highway operator and service contractor, this paper constructed game models to analyze their actions respectively. Game analysis between highway operator and customer shows that there exists nash equilibrium (no pay, no improvement) without consideration of customer flowing, and when considering customers flowing and the sum of the profits from customer flowing for highway operator improve and don't improve highway service quality is greater than the total cost they are possible to pay, there exists nash equilibrium (no pay, improvement). Game analysis between highway operators shows that there exists nash equilibrium (improvement, improvement) under two circumstances, the first one is when short-term profits after improving highway service quality are lower than previous and the profits from customer flowing is greater than cost, and the second one is when short-term profits after improving highway service quality are higher than previous. At these times, highway operator tends to choose to improve service quality. Game analysis between highway operator and service contractor shows that the probability of the highway operator to regulate is related to the cost service contractor need to pay when improving the quality of service, the punishment cost, the profits service contractor get after improving service quality and cooperation benefits. The probability of service contractor improving service quality is related to the punishment cost and the regulatory cost.
引文
[1]刘大忠,陈安,黄琨.服务营销研究综述[J].内蒙古科技与经济.2006,(09)：36-38
[2]Lehtinen, J. R&U. Lehtinen. Development of Services Research[J]. The Finish Journal of Business Economics.1983,3:88-92.
[3]A. Parasuraman, Valarie A. Zeithaml, Leonard L Berry. A conceptual model of service quality and its implications for future research[J]. Journal of Marketing.1985,(49):41-50.
[4]Vargo,5. L. & Lusch, R. F., Evolving to a new dominant logic for marketing[J]. Journal of Marketing.2004,68(1):1-17.
[5]Johnson, E. M. Are goods and services different? An exercise in marketing theory [J]. Washington University.1969:75-81
[6]Bateson, J. E. G. Why we need service marketing. Ferrell, O. C., Brown, S. W, Lamb, C. W. (Eds). Conceptual and Theoretical Developments in Marketing. American Marketing Association, Chicago, IL,1979:131-146
[7]Shostick, G. L. Breaking Free from Product Marketing[J]. Journal of Marketing.1977,41(4):73-80
[8]Berry, L. L. Services Marketing Is Different[J]. Business.1980,30(5-6):24-29
[9]王丽华.服务管理[M].中国旅游出版社,2007：45-46,382
[10]丁宁.服务管理[M].清华大学出版社；北京交通大学出版社,2007：32,129-130
[11]Earl Sasser. R.Paul Olsen and D.Daryl Wyckoff. Management of Service Operations[M], Allyn and Bacon.1978,8
[12]Gronroos C. An Applied Service Marketing Theory [J]. European Journal of Marketing.1982,16 (7):30-41.
[13]Gronroos C. A Service Quality Model and Its Marketing Implication[J]. European Journal of Marketing.1984,18(4),36-44.
[14]Lehtinen U, Lehtimen J R. A Study of Quality Dimensions[J]. Service Management Institute, 1982,5(3):25-32.
[15]Lewis R C, Booms B H. The Marketing Aspects of Service Quality[J]. Emerging Perspective on Services.1983,3(1):99-107.
[16]Parasuraman A, Zeithaml V. A, Berry L. L. A Conceptual Model of Service Quality and Its Implications for Future Research[J]. Journal of Marketing.1985,49(3):41-50.
[17]Parasuraman, Valarie A. Zeithaml &.Leonard L.Berry. Delivering Service Quality-Balancing Customers Perceptions and Expections[J].2006:23-29
[18]Parasuraman A, Zeithaml Valarie A, Berry Leonard L. SERVQUAL:A Multiple-Item Consumer Perceptions of Service Quality[J]. Journal of Retailing.1988,64(1):12-40
[19]Sasser R, Olsen P, Wyckoff D D. Management of Service Operations-Text, Cases, and Reading[M], NY:wiley.1987.
[20]Gummesson E. Service Quality and Product Quality Combined[J]. Review of Business.1988,9 (3):14-19.
[21]Gummesson E. Truths and Myths in Service Quality[J]. International Journal of Service Industry Management,1991,2 (3):7-16.
[22]Rust R, Oliver R L. Service Quality:New Directions in Theory and Practice[M]. Thousand Oaks, CA:Sage Publication.1994:1-19.
[23]范秀成.服务质量管理：交互过程与交互质量[J].南开管理评论.1999,(01)：8-12
[24]王永贵,韩经纶.不同服务企业的核心能力与绩效改进探析[J].南开经济研究.2000,(02)：28-32
[25]汪纯孝,温碧燕,姜彩芬.服务质量、消费价值、旅客满意感与行为意向[J].南开管理评论.2001,(06)：11-15
[26]徐金灿,马谋超,陈毅文,徐洁怡.服务质量要素体系的探讨[C].第九届全国心理学学术会议文摘选集.2001：332
[27]Cronin J J, Taylor S A. Measuring Service Quality:A Reexamination and Extension[J]. Journal of Marketing.1992,56(3):55-68.
[28]Carman J M. Consumer Perceptions of Service Quality. An Assessment of the SERVQUAL Dimensions[J]. Journal of Retailing.1990,66 (1):33-55.
[29]Babakus E, Boiler G W. An Empirical Assessment of the SERVQUAL Scale[J]. Journal of Business Research.1992,24 (3):253-268.
[30]Brown T J, Churchill G A, Paul P J. Research Note:Improving the Measurement of Service Quality[J]. Journal of Retailing.1993,69(1):127-139.
[31]Parasuraman A, Zeithaml V A, Berry L L. Alternative Scales for Measuring Service Quality:A Comparative Assessment Based On Psychometric and Diagnostic Criteria[J]. Journal of Retailing. 1994,70(3):201-229.
[32]Cronin J J, Taylor S A. SERVPERF versus SERVQUAL:Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality [J]. Journal of Marketing.1994, 58(1):125-131.
[33]Grapentine T. The History and Future of Service Quality Assessment[J]. Journal of Marketing Research.1998,10(4):4-20.
[34]Jain S K, Gipta G. Measuring Service Quality:SERVQUAL vs. SERVPERF Scales[J]. The Journal for Decision Makers.2004,29(2):25-37.
[35]罗霞.服务质量评价的SERVQUAL方法的进一步思考[J].成都工程信息学院学报.2008,23 (06)：711-713
[36]王永贵.服务质量、顾客满意与顾客价值的关系剖析——基于电信产业的整合框架[J].武汉理工大学学报(社会科学版).2002,(06)：579-587
[37]中文果,张秀娟,谢礼珊.网络企业服务质量的测量及其影响的实证研究[J].管理科学.2007,(10)：38-45
[38]余平洋,宋伟.基于SERVQUAL法的服务型企业服务质量研究[J].中国商贸.2010,(06)：2-3
[39]戚牧.SERVQUAL模型对C2C电子商务服务质量评价的实证研究[J].中国商贸.2011,(03)：110-111
[40]龚奇峰.教育服务品质、学员满意度和忠诚度SERVQUAL还是SERVPERF?——来自上海教育服务行业的证据[J].中国软科学.2011,(S2)：1-26
[41]Fornell, Claes. ANational Customer Satisfaction Barometer:The Swedish Experience[J]. Journal of Marketing.1992,56(1):6-21
[42]Woodruff R B, Cadotte E R, Jenkins R L. Modeling Consumer Satisfaction Processes Using Experience-Based Norms[J]. Journal of Marketing Research.1983.8:296-304
[43]Kennedy J R, Thirkell P C. An Extended Perspective on the Antecedents of Satisfaction[J]. Journal of Consumer Satisfaction.1988,1:2-9
[44]Poiesz T B C, Bloemer J M M. Customer (Dis)satisfaction with the Performance of Products and Services-the Applicability of the (Dis)confirmation Paradigm[J]. Marketing Thought Around the World.1991,2:446-462.
[45]Parasuraman A, Berry L L, Zeithaml V A. Understanding Customer Expectations of Service[J], Sloan Management Review.1991,32(2):12-40
[46]Parasuraman A, Zeithaml V A, Berry L L. The Nature and Determinants of Customer Expectations of Service[J]. Journal of the Academy of Marketing Science.1993,21(1):1-12
[47]Johnston R. The zone of tolerance:Exploring the relationships between service transactions and satisfaction with the overall service[J]. International Journal of Service Industry Management, 1995,6(2):46-62
[48]Anne L G, James F D, Christine T E. The Zone of Tolerance:Insights and Influences [J]. Journal of Marketing Management.2000,16:545-564
[49]罗海成.服务容忍区管理：服务分类视角[J].当代财经.2003,(10)：61-64
[50]郭国庆,孟捷,寇小萱.顾客容忍区理论评述及扩展[J].管理评论.2004,(08)：32-42
[51]杨梅.信息用户容忍区管理：服务分类视角[J].农业图书情报学刊.2008,(04)：137-140
[52]翟森竞,黄沛,高维和.渠道关系中的感知不公平研究——基于心理契约及不公平容忍区域的视角[J].南开管理评论.2008,(06)：86-93
[53]吕力.公共服务绩效满意度评估中的双因素与容忍区域分析[J].经济研究导刊.2011,(30)：223-225
[54]朱艳茹,郑承松.高速公路服务质量指标体系初探[J].江苏交通.2002,(5)：9-10
[55]邵祖峰.高速公路服务质量的模糊评价[J].科技进步与对策.2004,(2)：110-111
[56]韩先科,蔡建华.高速公路服务质量的理论与分析[J].交通标准化.2005,(10)：137-141
[57]王芳,苏小军,胡兴华.高速公路养护及服务质量评价指标体系研究[J].重庆交通大学学报(自然科学版).2009,(3)：137-141
[58]庄宏斌.以人为本提升高速公路服务质量[J].内蒙古公路与运输.2010,(5)：45-47
[59]龚金红.服务蓝图在高速公路服务质量管理中的应用[J].江苏商论.2010,(12)：8-10
[60]花蕾.公路服务质量评价体系[J].公路交通科技(应用技术版).2011,(07)：324-327
[61]林勋亮.顾客导向的高速公路服务质量测量体系探索性研究[J].管理评论.2012,(08)135-144
[62]龙涌,蒋葛夫,冯云才.高速公路收费标准制定方法探讨[J].西南交通大学学报.2001,(04)：421-424
[63]李扬.高速公路最佳收费标准的测算研究[J].公路.2003,(05)：99-102
[64]谭先林,朱信山.高速公路收费标准(或费率)研究分析[J].公路.2003,(07)：102-108
[65]王利彬,吴群琪.关于中国收费公路收费理论的探讨[J].长安大学学报(社会科学版).2005,(03)：12-15
[66]于世军,李旭宏,陈大伟,张军.网络条件下高速公路收费费率优化方法研究[J].公路交通科技.2005,(06)：134-138
[67]梁剑,林晓言.高速公路收费费率确定模型优化[J].技术经济.2008,(03)：74-82
[68]郭跃东,汤毅.高速公路服务区适应性评价方法研究[J].公路.2007,(04)：106-109
[69]张全胜,左庆乐.高速公路服务区功能定位的探讨[J].交通标准化.2008,(08)：214-218
[70]李慧芳.高速公路服务区发展物流的探讨[J].铁道货运.2008,(04)：4-6
[71]薛喜菊.高速公路服务区提高服务质量的重要性及途径[J].河南科技.2009,(07)：26-27
[72]王伟,封学军,赵亮.高速公路服务区物流中心规划设计研究——以郑州东服务区物流中心为例[J].中国市场.2010,(Z2)：9-14
[73]刘景星,史家颖.沈(阳)一大(连)高速公路服务水平分析[J].哈尔滨建筑工程学院学报.1994,(12)：103-112
[74]韩先科,李葆青.公路服务用户满意度模型研究[J].交通标准化.2008,(5)：24-28
[75]Parasuramn A., Zeithaml V. A., Berry L. L. A conceptual model of service quality and its implication for future research. Journal ofRetailing,1985,49:41-50
[76]A. Parasuraman, Valarie A. Zeithaml, Leonard L. Berry. SERVQUAL:A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing.1988,64(1):12-40
[77]Lam,Simon S K. SERVQUAL:A tool for measuring patients' opinions of hospital service quality in Hong Kong[J], Total Quality Management,1997,4(8):154-152
[78]董健.感知服务质量与顾客满意和顾客忠诚关系的实证研究[J].企业活力,2012,(8)：28-32
[79]Haksik Lee, Yongki Lee, Dongkeun Yoo. The Determinants of Perceived Service Quality and Its Relationship with Satisfaction[J]. Journal of Services Marketing,2000,14(3):217-231
[80]Kline,R.B. Principles and practice of structural equation modeling[M].New York:Guilford Press,1998:119-120.
[81]吴明隆.问卷统计分析实务——SPSS操作与应用[M].2009：196-492,
[82]王松涛.探索性因子分析与验证性因子分析比较研究[J].兰州学刊,2006,(5)：155-156
[83]梁子谦,李小军.影响中国粮食生产的因子分析[J].农业经济问题,2006,(11)：19-22
[84]Kaiser H.F., Little Jiffy. Mark IV[J]. Educational and Psychological Measurement,1974(34):111-117
[85]Parasuraman·A., Zeithaml, V·A, Berry, L. Refinement and Reassessment of the SERVQUAL Scale[J]. Journal of Retailing,1991,(67):420-450
[86]Parasurarnan·A., Berry, Leonard Land, Valarie A. Zeithaml. More on Improving Service Quality Measurement[J]. Journal of Retailing,1993,69(1):40-47
[87]Cronin J J Jr, Taylor S A. Measuring service quality:A reexamination and extension[J]. Journal of Marketing,1992,56(3):55-68
[88]Parasuraman A, Zeithaml V, Berry L. A conceptual model of service quality and its implications for future research [J]. Journal of Marketing,1985,49(4):41-50
[89]黄阳.我国创意城市评价研究[D].华侨大学博士论文,2012,112-114
[90]Zeithaml, Berry and Parasuraman. The Nature and Determinants of Customer Expectations of Service. Journal of the Academy of Marketing Science,1993, (21):1-12
[91]Johnston R. The zone of tolerance:Exploring the relationships between service transactions and satisfaction with the overall service[J]. International Journal of Service Industry Managemengt.1995, 6(2):46-62
[92]Anne L G, James F D, Christine T E. The Zone of Tolerance:Insights and Influences [J]. Journal of Marketing Management.2000,16:545-564
[93]荣泰生AMOS与研究方法[M].重庆大学出版社2009：6-7,82-86
[94]吴明隆.结构方程模型——AMOS的操作与应用[M].重庆大学出版社2009：28-30,223-262,467-468
[95]Bagozzi,R. P & Yi,Y. On the evaluation of structural equation models[J]. Academic of marketing science.1988,16,76-94
[96]李邦义,王玉燕.博弈论及其应用[M].机械工业出版社,2010：1-2
[97]姚国庆.博弈论[M].南开大学出版社,2003：14
[98]付小勇,朱庆华,窦一杰.回收竞争的逆向供应链回收渠道的演化博弈分析[J].运筹与管理,2012,(4)：41-51
[99]许明辉,于刚,张汉勤.具备提供服务的供应链博弈分析[J].管理科学学报,2006,9(2)：18-27
[100]滕春贤,姚锋敏,刘志勇.具有Stackelberg博弈特征的供应链定价协调[J].系统工程,2007,25(7)：34-37
[101]金波.供应链融资收益分配博弈模型的构建[J].统计与决策,2013,(5)：51-54
[102]柳俊峰.中央和地方政府的利益博弈关系及对策研究[J].西南交通大学学报(社会科学版),2004,(3)：68-72
[103]李燕君.政府在企业社会责任履行中的作用分析——基于博弈论的视角[J].北方经济,2008,(16)：39-41
[104]李振.基于社会责任的企业、政府和消费者的博弈分析[J].中国集体经济,2010,(12)：75-76
[105]姚杰,计雷,池宏.突发事件应急管理中的动态博弈分析[J].管理评论,2005,(3)：46-50
[106]吴小萍,储诚诚,李月光,武希涛,谢帅帅.博弈论在高速公路施工期环境影响评价中的应用[J].郑州大学学报(工学版),2012,(6)：37-40
[107]徐维军,刘德海,袁泽沛.高速公路车辆严重超载的博弈分析及其治理[J].经济管理,2008,(7)：71-75
[108]倪健,韩直,彭金栓.基于零和灰色博弈模型的高速公路入口车辆冲突研究[J].公路交通技术,2008,(4)：121-124