Research On Service Quality Evaluation Of Taxi Industry Based On SERVQUAL Model

The development of the national economy and improvement of people’s income level, the taxi gradually becomes the first choice for travel, especially for short distance passenger cab be richly endowed by nature, has the advantage, more and more favored by consumers. C hangsha Zhuzhou Xiangtan taxi service began in 1978, the region largely alleviated the pressure of travel, provides great convenience for the lives of the residents. But with the continuous development of taxi industry in C ZT area, the increase of taxi practitioners also resulted in bad taxi services quality in the region, The old taxi vehicle, quality of driver is not high, the "black car" phenomenon and the other issues get more and more attention. Therefore, Analysis the current service quality of the taxi industry in C ZT area, find the existing problems in the management of service quality, and on this basis, put forward the strategy to promote service quality, has important theoretical and practical significance to promote the development of the taxi industry.This paper based on the theory of service quality and customer satisfaction, use the questionnaire survey, method and empirical research method Comprehensively, Evaluate the quality of service of the taxi industry in our country. Firstly expounds the basic theory of service industry and service quality; then according to the characteristics of the taxi industry in our country, to improve the standard of SERVQURL, design the index system that is suitable for the service quality evaluation of taxi industry in C ZT area; then through the collection of relevant data of the variables, using the method of correlation analysis and regression analysis, evaluate the present situation of the service quality of the taxi industry in CZT area; finally draws the basic conclusion of this paper, and put forward the strategy to enhance the quality of service of the taxi industry.The empirical results show that:(1)the service quality of the taxi industry in our country is "general satisfaction", the service quality from high to low were Zhuzhou, Changsha, Xiangtan;( 2) the five dimension of importance for reliability, assurance, responsiveness, empathy and quality;(3) there is a significant positive relationship between the five dimensions of service quality and passenger satisfaction and intention to recommend passengers;(4)there exist significant relationship between gender, age and the frequency of taking a taxi monthly taxi service and service quality of taxi.This paper Based on SERVQ UAL model and CCSI model, combined with the characteristics of the taxi industry in our country, the traditional SERVQUAL model is modified, removed the "customer expectations" variables, joined the "customer satisfaction" and "passenger willingness to recommend two variables, and the SERVQUAL scale dimensions can be modified, the original" visible "dimension modified to become" quality "dimension, then using the method of regression analysis to assign to each dimension index makes the results more accurate, extends the application of service quality evaluation model in a certain extent. In CZT area taxi passengers as the research object to conduct research, to fill the gaps in the research on service quality evaluation of the area of the taxi industry, the empirical results can be directly to the taxi companies in the region to improve the quality of service direction, the marketing suggestions have certain guiding significance for the taxi industry.