Research Of High Speed Rail Passenger Service Quality Based On Customer Experiential Value

As the Experience Economy time is coming, the relationship between enterprises and customers is gradually changing from the seller’s market to the buyer’s market. So is the railway industry. As the improvement and complement of state high-speed railway network and other transportation modes, people travel more frequently and they travel longer distances. Passengers are considering more about their high-level experiential demands and compare their travel cost with the experiential value they will obtain when they choose their travel modes. All these changes are reminding railway managers that they should focus more on passengers themselves and adjust their service strategy from the customer perspective instead of the previous traditional way.This paper starts from the passengers’experiential value, considers passengers’ experiential demands during their travels, and improve the high-speed railway passenger service quality scale by connecting the experiential value with the high-speed railway’s service quality. We also discuss the forewarning management of the railway system service quality at the end. To be more detailed, this paper is consisting of the following four parts.In the first part, we define the concepts of customer experience, experiential value of high-speed railway. We give descriptions of their components, characteristics and particularities.In the second part, we indicate the relationship between the experiential value and the service quality of high-speed railway in three aspects. We analyze the 2 dimensional components of passenger service quality from the respective of customers’expectation and perception. We point out that the experiential value is a very important part in the service process, which is also very important part to improve the passenger service quality.In the third part, with the study of in-depth interview and peak-end rule, we extract the experience factors, and establish the preliminary service quality scale of high-speed railway. To verify the accuracy of our service quality scale, we design survey questionnaire and conduct the survey on Beijing-Shanghai railway line and Harbin-Dalian railway line. Using the SPSS and AMOS software to do factor analysis, validity and reliability test of the practical data of our questionnaires, finally we get the verified service quality scale of high-speed railway with 34 items in 6 dimensions.In the fourth part, we establish the service quality-forewarning model of high-speed railway. We use the real survey data from Harbin-Dalian railway line to calculate the forewarning weights, forewarning bounds. Through this process, we get 19 Class-A indicators,14 Class-B indicators and 1 Class-C indicator. Then draw the signal map of forewarning indicators. As for each indicator category, we give out their related improvement strategies.