Research On Customer Satisfaction Evaluation Of Online Hailing Car Based On Customer Perception

In recent years,,online hailing car has shown a booming trend with the rise of the mobile Internet Network.It has become necessary complement for users to meet travel demand.According to the "40th Statistical Report on Internet Development in China"released by China Internet Network Information Center,as of June 2017,the number of online hailing car users in China reached about 278 million,with an increase of 53.29 million,about 23.7%over the end of 2016.The number of online car users or express car users reached 217 million,with an increase of 29.4%and the percentage of users using the Internet increased from 23.0%to 28.9%.According to "Yiguanzhiku" released"China's mobile Internet data inventory and forecasting special study report 2016"showed that,the mobile travel market will reach 167.57 billion yuan by 2018.Online hailing car has a huge market potential in the future,and continues to change people's lives.However,there is still room for improvement in the service quality and customer satisfaction of our country's online hailing car.Therefore,it is necessary to study the evaluation methods of customer satisfaction of online hailing car systematically.Based on customer perception under 020 e-services,this paper considered the specific characteristics of online hailing car,and combined the evaluation of online service and offline service to develop e-service quality evaluation scale for it.The e-service process quality,outcome quality and recovery quality were used to reflect the quality of perceived electronic service for online hailing car.In addition,this paper added customer perceived value as a factor that affects customer satisfaction so as to develop a system that includes perceived quality of electronic service process,perceived quality of electronic service outcome,perceived quality of electronic service recovery,customer perceived value,customer satisfaction,customer loyalty for online hailing car customer satisfaction evaluation model,in order to provide scientific guidance and operational model for evaluation practice of online hailing car's customer satisfaction.The results showed that customer satisfaction index of online hailing car was 72.39,indicating that China's online hailing car's customer satisfaction is good,but there is still some room for improvement.Among the 10 hypotheses studied,all 9 hypotheses were validated except that the outcome quality had a significant positive impact on customer perceived value.From the results of path coefficient analysis,in terms of online hailing car,perceived quality of e-service process,perceived quality of e-service outcome and perceived quality of e-service recovery quality all had significant positive impacts on e-customer satisfaction,perceived quality of e-service process and perceived quality of e-service recovery had significant positive impacts on customer perceived value,perceived quality of e-service process and perceived quality of e-service recovery had significant impacts on perceived e-service outcome quality.Customer perceived value had a significant positive impact on customer satisfaction;customer satisfaction had a significant positive impact on e-customer loyalty.These conclusions were basically consistent with previous studies.Perceived electronic service quality has a negative impact on customer perceived value,which is contrary to the hypothetical H8 in this study.Through the analysis,this study also drew the following enlightenment:first,in the process of customer interaction with the online hailing car,focusing on enhancing the users privacy protection had a significant role to enhance customer perception of the quality of service process.Second,when the offline driver served the customer,the online hailing car drivers should provide the customer with high-quality service so as to maximize the quality of the customer's perceived service outcome quality.When the service failed,The drivers should show their enthusiasm for solving the problem for the customer as soon as possible so as to maximize the service recovery quality,and restore the loss to the consumer as much as possible,and restore the reputation of the enterprise.