Study On High-speed Railway Passenger Satisfaction Based On Service Contact Theory

With the rapid development of China's economy,people's quality of life and consumption level have been gradually improved,and the demand for transportation service is getting higher and higher.In the background of the increasingly perfect traffic network in China,high-speed railway,as an emerging rail transportation,is facing fierce market competition.In order to take the initiative in fierce market competition,the railway department needs to improve service quality and passenger satisfaction while improving the high-speed rail network.How to improve the key service link and improve the passenger satisfaction,thus forming the passenger loyalty,has become the focus of the operation and management department.Based on the previous studies,this article sorts out and studies the theories and models of service contact theory,passenger satisfaction,and high-speed rail passenger service.First of all,from the perspective of generalized service contact and combined with related knowledge of high-speed rail passenger transport,this article has established the high-speed rail passenger service contact chain,and has classified the perceived quality of high-speed rail passenger service into four dimensions: contact with the pit of service,contact with waiting service,contact with train service,and contact with outbound service,and has established the theoretical model for this study.Secondly,a questionnaire survey method is used to determine the final evaluation index,and an evaluation index system for high-speed railway passenger satisfaction is constructed.And the SPSS software is used to analyze the reliability and validity of the survey data and eliminate the unreasonable observation variables.Then,by using the method of structural equation model,the correlated variables and assumptions of the theoretical model are verified to eliminate the non-significant path,and the fitting degree index of the model is analyzed,and the relationship between related variables is modified to improve the significance of the path and the fitting degree of the model.Through the final model,we calculate the factors and paths that influence the highspeed railway passenger satisfaction,and obtain the factor load coefficient between latent variables and observed variables,and the standardized path coefficient among all latent variables.Through the analysis of the inter-relationships among the structural equation models,the relevant paths affecting the satisfaction and loyalty of high-speed railway passengers and the degree of influence of each key contact point on passenger satisfaction can be concluded,and corresponding improvement measures and suggestions are proposed.This study provides an analytical method as well as an empirical basis for the improvement of service quality and passenger satisfaction based on the service contact point of the high-speed rail service.