Research On Customer Satisfaction Evaluation And Promotion Strategy Of Expressway Service

Most highway operation and management units of our country are wholly state-owned or state-owned enterprises,and the proportion of private investment,operation and management units are relatively small.It is widely believed that expressway operations have a strong monopoly nature and is short of competition awareness for a long time,and operation service awareness is not strong.In recent years,the broad masses of people have a very high degree of complaints about expressways,especially in Shenzhen.On account of the demanding in regional developments,at present,the Meiguan Expressway(South Section),Nanguang Expressway,Yanba Expressway,Yanpai Expressway,Longda Expressway and Qingping Expressway(Phase II)have been repurchased by the government in succession in order to realize free passage.The municipal government of Shenzhen has adopted the means of repurchasing expressway charge rights in advance to shorten the charge term of expressway projects in the course of operation.And these expressways have been turned into free expressways linking each administrative region in Shenzhen,and the reduction or exemption of charges have promoted the development of industries in each region of Shenzhen,and reflects the demands of regional economic development.The free passage of the above-mentioned expressways has directly induced the increment of the traffic volume in the expressway network of Shenzhen region and the growth of traffic flow has restricted the traffic efficiency of JH expressway operated and managed by S company,which has brought a certain negative influence on the satisfaction degree of the customers.Yet,the competent authorities are attaching more importance to the quality of operation and service and customer satisfaction degree of expressways and have made the regular evaluation of expressway operation and service quality as the key work to promote.From the point of view of S company,the operation and management of expressways involves the national economy and people’s livelihood and customer satisfaction is an essential requirement of the service industry,therefore,the improvement of the quality of operation and service is the basic responsibility of the expressway operating units.Under the situation that the traffic efficiency of JH expressway has decreased,it is undoubtedly a tough test to ensure the improvement of customer satisfaction.This paper builds the customer satisfaction evaluation system based on the gap model of service quality,SERVQUAL model and other relevant theories,formulates the customer satisfaction evaluation chart which is conforming to the actual demand according to the factors such as the location,characteristics and function of the JH expressway operated and managed by S company,conducts customer satisfaction evaluation on the service quality of JH expressway for the first time,figures out the deficiency in the operation and service management of JH expressway of S co mpany and summarizes the obstacles restricting the improvement of customer satisfaction.Through the statistical analysis of the first evaluation data,it deeply explores the current situation of the management of various indicators and figures out the improvement space.Then based on the enterprise’s own situation,it formulates strategies to improve the operation and service quality of JH expressway from the perspectives such as resource allocation,management improvement and external coordination and implements the strategies as planned.In order to guarantee the effectiveness of the implemented measures,it conducts a second customer satisfaction evaluation after six months for scientific verification,explores whether the measures implemented can boost the improvement of the customer satisfaction,accurately pinpoints the key point in the improvement of customer satisfaction and guide S company in how to realize the continuous improvement of the operation and service quality so as to accumulate experiences for the improvement of the operation and service system of expressways and the intelligentized development trend in the future.