| With the rapid development of e-commerce and the gradual increase of people’s consumption level,express transportation volume has shown a rapid growth trend.At the same time,express transportation product system is constantly enriched and improved because of the stimulation of different customer needs.With the reform and development of China’s railway industry,"high-speed rail express" has preliminarily opened the express transport market and gained a certain market share in the fierce competition in the express transport market with its advantages such as fast speed,wide coverage and strong safety.At present,the research on the service quality evaluation of express delivery industry in China has been in-depth.The development of high-speed railway in China is relatively late,and high-speed express is still relatively unknown to the general public.However,its rapid development is imperative.Therefore,the study of the relationship between high-speed rail express service quality and consumer purchase can better enhance the competitiveness of high-speed rail express.This study takes individual users of high-speed rail express as the research object,and according to the relevant theories of SERVQUAL evaluation model,establishes a conceptual model that three sub-dimensions of reliability,assurance and economy of high-speed rail express service quality affect consumers’ communication intention through consumer satisfaction and usage tendency.The initial measurement items of high-speed railway express service quality were obtained through small-scale interview and pre-survey,and then the purification scale was obtained.Finally,a measurement scale of 10 items in three dimensions of reliability,assurance and economy of high-speed railway express service quality was obtained through formal survey.The results showed that the internal consistency reliability,structure validity,convergence validity and discriminant validity all met the criteria.Using SPSS22.0,descriptive statistics,confirmation factors,one-way ANOVA variance,bivariate correlation,linear regression and other statistical methods were used to analyze the data from310 valid questionnaires.The results show that reliability,assurance and economy all have positive effects on satisfaction.Satisfaction positively affects usage tendency;Use tendency positively affects communication intention;Gender has a moderating effect on the relationship between assurance and satisfaction.The innovation points of this paper are as follows :(1)Taking individual users who have actual experience of high-speed railway express delivery as samples,a measurement scale with good reliability and validity is developed for the multi-dimensional(reliability,assurance and economy)of high-speed railway express service quality with a total of 10 measurement indicators.(2)It is the first time to study the influence mechanism of high-speed rail express service quality on consumers’ communication intention.(3)The adjustment mechanism of gender influence on the relationship between the three sub-dimensions of high-speed railway express service quality and consumer satisfaction was explored.Correct use of the service quality evaluation scale is of great practical value for the healthy development of China’s high-speed rail express industry,the maintenance and expansion of high-speed rail express users,and the construction of sustainable competitive advantage. |
