Research On Service Quality Improvement Strategy Of KM Metro Operating Company Based On SERVQUAL Model

With the continuous advancement of urbanization,urban transportation has become a critical factor that restricts urban development.As an independent urban rail transit system,subway is built in large and medium-sized cities.While alleviating traffic congestion and improving urban travel efficiency as well as environmental quality,it can promote urban economic development,improve the overall image of the city and promote the development of urban society.Since KM Subway operated its first line in 2012,six lines have been put into operation to form a cross network structure.Facing the increasing passenger flow and different needs of passengers,the key to improving the core competitiveness and sustainable development of enterprises is to focus on the quality of passenger operation and service,so that passengers feel satisfied in the traveling process.This has become an important issue in modern society.This paper took KM subway operating company as the main body of research,and conducted a detailed investigation and research on its service quality.Through the interview method,the passengers,staff and management of KM Metro operating company were deeply discussed.Combining with the characteristics of urban rail transit industry,this paper summarized problems existing in each link in the form of fishbone diagram.By referring to the factors affecting the service quality of urban rail transit industry,the corresponding statements,titles and specific indicators in the SERVQUAL scale were modified and adjusted accordingly,so as to design the SERVQUAL model with 22 index systems including reliability,assurance,responsiveness,empathy and tangibility.Based on questionnaire survey,the service quality of KM subway operating company was evaluated,in order to understand its service quality status.Through the research,the following conclusions of this paper have been drawn:Firstly,it is essential to adhere to the concept of “serving the city and citizens”,form a long-term service supervision and management mechanism,create a quality service environment,and conduct special activities from time to time.In terms of service quality status,it is to plan features and facilities services,help optimize management and elderly service,implement personnel and management service quality measures,ride safety and information release channels.Secondly,According to the descriptive statistics of the basic part,the main users of KM subway operating company are 19-50-year-old passengers,with a bachelor’s degree,local resident population(living locally for more than half a year)and monthly income of 5,000-8,000 yuan.Apart from that,five common factors were obtained based on the principal component analysis of factor analysis.They still had to use the frequency more than 3 times,and the subway was mainly selected as the main means of transportation to and from work.Based on the theory of perceived service quality model,the difference between the average perception and the average expectation of passengers in 22 indicators was calculated,with the overall gap of SQ=0.008.As shown by data results,the actual perception of service quality does not meet expectations of cooperative enterprises,and the service work needs to be improved.Thirdly,from the perspective of tangibility,reliability,responsiveness,assurance and empathy,the existing problems of service quality were analyzed as follows,including outdated hardware infrastructure,unclear guidance mark,low quality of driving organization,lack of fare discount,weak sense of proactive service,delayed response to passenger complaints,safety management lag,disorganization of passenger transport,slow development of business ecosystem and failure to meet individual needs.In view of the existing problems,professional managers of KM subway operating companies were interviewed to analyze the causes of the problems.Fourthly,strategies are put forward to solve the problem,including improving the equipment and facilities,optimizing the construction of subway guidance signs,efficient driving organization,establishing a sound fare guarantee mechanism,strengthening the sense of service,timely response to passenger complaints,security requirements,optimizing the organization of passenger transport at stations,vigorously attracting investment and introducing commercial service facilities,providing emotional detail service.