Study On The Theory And Method Of Rural Road Service Quality Evaluation

Service quality evaluation is an important part of service management research field,and the researches of service quality evaluation in the transport field has made significant progress in the past ten years, however, the researches in rural roads service quality evaluation is very limited. Meanwhile, as one of the subjects of service quality evaluation of public goods(service),the theoretical research of this field is just beginning. Thus, this study not only has practical significance, but also has theoretical value.This paper analyzes the phenomenon that there exist inconsistent definition of rural roads between relevant departments and scholars and points out the fundamental properties of the rural roads as the public infrastructure and servicing to the economic development. Referring to the theoretical results of service economy and service management, this paper qualitatively analyzes the connotation and essential characteristics of rural road services, that is, it is a kind of public service; and develops the quality formation mechanism that the service quality of rural road is co-acted by the user perception and the rural road department support; and points out that the user perception of the rural road service quality consists seven elements, which are road quality, safety quality, environmental quality, behavior quality, information quality, emergency aid and costs and the department support consists five elements, which are personnel quality, management quality, facility quality, information quality and process quality. And then, constructs two evaluation index system and evaluation model to measure the two quality according to the “User--Rural Road Department” dual subject formation mechanism model of quality service, takes the method of questionnaire and structured interviews for the survey and data collection under the premise of scientific, applicability and operability, and determine the various types of index weight by structural entropy method, subjective and objective weighting method, and takes the overall evaluation method with SPSS model test and calculation and finally get the result of the evaluation of service quality to be evaluated. At last, the paper empirically test the evaluation model and evaluation methods by the questionnaire survey data of S province which is located the center of China. Using KANO model and improved IPA method, analyzed and discussed the quality of service elements to improve of S province and proposed the corresponding countermeasures.This paper shows: a. The rural road service quality evaluation in the perspective of "User- rural road department" dual main departure can more truly reflect our rural road construction, operation and management of the actual situation compared with previous studies merely from the user perception or the rural road department support; b. The “Users- rural road department" rural road service quality evaluation model and evaluation method built on the logical system of “determination of service quality-service quality formation mechanism- service quality dimension analysis- service quality measurement and evaluation” leads the rural road service quality management to the framework of user guide based and public department supplemented, and provide valuable, actionable methods and tools to improve the management of rural service roads by S Province empirical proof.