Research On Service Quality Improvement Of ZSJT Expressway Service Areas Based On SERVQUAL

Thanks to the rapid growth of highway mileage in China,the expressway service areas are on the boom.Public’s requirements for the expressway service area are growing higher and higher because of their increasing travels.Expressway service area is not only a place to meet the demands of resting,parking and refueling of drivers and passengers,but also a commercial place to accommodate higher-level customer needs.In order to satisfy the continuously personalized and diversified needs of users,expressway service areas nowadays offer multi-functional services including catering,supermarket,experience shops,information center,and so on,besides the traditional basic functions of toilet,fuel,parking,etc.This paper intends to take the service quality of expressway service area as the research object.Through methods including on-site enterprise research,data analysis and previous research review,this paper aims to gather enough information,identify and analyze needs.At the same time,both first-hand and second-hand data are used to carry out research,and the research methods and technologies of systematic analysis such as statistics and economic management are comprehensively used.In combination with the strategic direction of the investigated enterprise,the shortcomings of service quality of service areas under the company are found,targeted suggestions and countermeasures are proposed in order to help the company improve service quality.The main research contents are as follows:First of all,the paper reviews,sorts out and evaluates the current situations of domestic and foreign expressway service areas,the research on customer perception service quality and service management,and the research on expressway service area operation management.The focus is on the general situation of the expressway service area in Zhejiang Province,the development strategy and business situation of expressway service area under ZSJT.Based on the above research,this paper summarize the major problems of the company in business management.Secondly,through literature review,a preliminary service quality evaluation system of expressway service area based on the improvement of customer satisfaction is established.This system includes five dimensions,namely tangibility,reliability,assurance,responsiveness and empathy,which are the basis of a set of questionnaire.Then,according to the results of the questionnaire,the overall correlation analysis is used to test and filtrate the items of the questionnaire.Then,a final scale is determined and quantitative analysis is carried out to get analysis results in order to identity aspects of service quality of ZSJT which needs improvement.Finally,aiming at the existing loopholes and problems,the paper puts forward the service quality improvement strategy of ZSJT expressway service area,and points out that ZSJT should make be categorized efforts and put forward respective promotion strategies for the overall service area,flagship service area and standard service area,so as to improve the service quality of the expressway service area of the company to a certain extent.At the same time,to ensure the realization of the above goals,the paper puts forward the implementation conditions of service quality improvement of ZSJT expressway service area,including accurate investment,professional team and good mechanism.