Study On Satisfaction And Driving Choice Behavior Of The Highway Service Area

At present,the domestic expressway service industry has realized that the highway customer satisfaction evaluation can improve the quality of expressway service,and the service area is the main carrier of expressway service.The satisfaction level of service area service directly affects the overall satisfaction of the expressway.Evaluation.As a traveler’s psychological latent variable,satisfaction affects the travel choice behavior of travellers,studies the influence mechanism of service satisfaction in service areas,and further analyzes the influence of travellers’ psychological perception factors on service area selection decisions,which is conducive to improving service areas.Quality level and service area entry rate.Based on this,this paper has carried out the following research:1.The paper combines the highway service features,service area of consumer behavior,researches based on service quality,satisfaction and loyalty,such as basic theory,for the service satisfaction influencing factors were analyzed,and the index system of service satisfaction analysis model is established,and build the perception hardware quality,perceived service quality,value perception,information awareness,satisfaction and loyalty service area,service satisfaction for latent variables analysis and structural equation model.2.Under the premise of describing the service area entering the selection decision process,the psychological latent variables affecting the satisfaction of the traveler’s service area and the personal attribute variables and service area feature variables are brought into the discrete selection model to form a hybrid selection model.The Rasch model is introduced to explore the relationship between the personal attributes of the traveler and the driving submarine in the service area,and it is taken as an explanatory variable into the discrete selection model.The discrete selection model is used to express the utility of the latent variable and the explicit variable.function.3.Based on the survey data,the empirical analysis of service satisfaction in Guizhou high-speed service area shows that the perceived hardware quality,perceived environmental quality,value perception and information perception have a significant positive impact on service area satisfaction,and all of them are directly affected.Among them,the perceived environmental quality has the highest utility,reaching 0.741;the information perception utility is the smallest,0.217;the perceived hardware quality and value perception effect are 0.457 and 0.354 respectively,and the effect of satisfaction on loyalty is 0.647.4.The service area including the pedestrian satisfaction related latent variable,individual attribute variable and service area characteristic variable is driven into the mixed discrete selection model and the traditional service area driving selection model for empirical analysis and comparison.The surveyed highway service area selection model is investigated.The final estimation and test results show that the goodness ratio coefficients of the BL model and the mixed selection model are 0.268 and 0.440,respectively.The hybrid selection model considering the latent variables is superior to the traditional BL model,indicating that the latent variables are The traveler service area plays an important role in the decision-making process.