Study On Influencing Factors Of Mobile Map User’s Satisfaction For Travel Infomration Services

With the upgrade of mobile communication network, the popularity of smartphone and other portable devices, the development of mobile terminal localization technology and the geographic information system, mobile map is playing an increasingly important role in the traveler information service with its convenient, easy to carry, comprehensive and accurate data. It provides rational planning travel mode, route navigation service for travelers, greatly improving the user travel efficiency, easeing traffic pressure. However, the mobile map service providers’ huge investments do not form a higher user satisfaction. Thus, the author in the paper put the user satisfaction factor of mobile map as the research object. The specific contents and research conclusions are summarized as follows.Based on the domestic and foreign relevant theories and models of customer satisfaction and combined with the characteristics of mobile map products, this paper constructs a mobile map user satisfaction model. In the model, three factors directly affect the user satisfaction, which are service quality, perceived value and the image. The service quality includes five dimensions, interface design features, reliability, richness, speed, interactive and customizable.This paper builds a model of mobile map user satisfaction influencing factor and the measurement scale. By the collection of user datas, it verifies the validity of the model. The empirical results show that, the brand image, reliability, interface design features are the three factors that have a direct positive effect on user satisfaction of mobile map, among them the brand image is the largest.This paper ranks the importance of the mobile map functions. Path searching, positioning, navigation, off-line map, real-time traffic state, search arond, take a taxi, streetscape,3D map, social function and indoor scene are the most important functions of the user in mind.According to the conclusion of the study, this paper tells to the mobile map service providers how to improve customer satisfaction. Mobile map service providers should give priority to the development of factors which can directly enhance customer satisfaction. Particularly, more attentions should be paid to the importance of brand image factor. Mobile map products should be the first to meet the user basic needs. Only the mobile map better meet the basic needs of users, that the products can favor the users.