Peak-end Role In Freeway Service Management Of G Province

Since the reform and opening up, with China’s economy development, highway providespeople an efficient, simple and convenient way of life. However raditional management ofhighway pays much attention on the order and security of highway, while the service ofhighway is neglected. The reason why people choose to highway is not only considering thehighway itself but wether it is safe, convenient and pleasant. As highway operators, we mustknow what is the customer really need and how we can provide to customer. The "peak-endrule" was proposed by Danny Kahneman who won the Nobel Economic Prize in2002. Heapplyed the comprehensive insight of psychology to economics and pointed out that the peakand the end moments affect experience most. If the customer experience is pleasant duringthose two moments, the final feeling will be pleasant even there are more painful experiencesthan happy ones.Based on the current situation, this article firstly trys to apply the "peak-end rule" toanalyze the overall process of a customer, which are containing how customer obtainingrelevant information about highway, searching for the entrance and leaving the highway topulling. Then we can determine which are the crucial moments and core needs perceived bycustomer during the overall process based on qualitative and quantitative surveys amongcustomers from different area of G provice. Secondly, according to the core needs in eachcrucial moment, we provide the improvement measures and make an evaluation about thefeasibility and importance and then put forward the service guide. Finally, on the basis ofcurrent situation of highway, we use the service blueprint technology to implement theimprovement measures, which can improve the service efficiency and regulate the highwayservice management. Through the new measures, we can meet the purpose of the publictraffic demand and enhance G provice highway company’s competitiveness.The "peak-end rule" is based on perception of customer service experience and theapplication of service management has proved a practical significance in highway servicemanagement.