An Empirical Study On The Quality Of Car-Hailing Service To Consumers' Positive Behavioral Intentions

With the development of economy,the sharing economy has become an indispensable part of the ordinary people's life.According to the China's Shared Economy Annual Development Report(2019)issued by the National Information Center,the scale of China's shared economic transactions has reached 294.2 billion yuan in 2018,an increase of 41.6% compared with 2017,in which life services,productivity capacity and transportation are ranked the top three in scale.With the development of mobile Internet technology,as an important part of the sharing economy,car-hailing has not only promoted the development of China's economy,but also changed the travelling way of ordinary people.However,in the face of fierce competition and critical public,how to improve the quality of service to attract more users and to gain competitive advantage has become an important problem.Based on the SERVQUAL service quality model,this paper studies the impact of the service quality ofthe car-hailing industry on the positive behavior of consumers.This paper first sorts out the research of predecessors,summarizes the definition of service quality and the dimension division of related service quality research.Thirdly,according to the relevant characteristics of the car-hailing industry,combined with the SERVQUAL service quality model,the quality factor of the car-hailing service is proposed tobe:tangibles,reliability,responsiveness,assurance,empathy.Through the review of relevant research on behavioral intentions,according to previous studies,it is found that consumer behavior intentions are positive and negative,but this study believes that carhailing companies can be targeted to improve through consumer feedback,further to provide consumers with better service,therefore,this article assumes that the consumer's behavioral intentions are only positive,including the two dimensions of repeated purchase intention and word of mouth recommendation intention.Through the review of relevant research on customer engagement,this study expounds the different definitions of customer engagement in practical operation and academic research.Combined with the actual situation of consumers using car-hailing service,we believe that customer engagement is a complex process,single dimension cannot be fully explained this process.Therefore,this paper divides the customer engagement into three dimensions: cognition,behavior,and emotion.Finally,based on the "stimulus-organism-response(SOR)" theory,a three-stage research model of "service quality-customer engagementbehavioral intention" is constructed,and the four main hypotheses and corresponding sub-hypotheses.This paper are proposed by previous studies,and provides a theoretical framework for subsequent empirical research.The research data collected and distributedby social apps was analyzed by SPSS 24.0 and AMOS 24.0 for reliability analysis,validity analysis,descriptive statistical analysis,exploratory factor analysis,confirmatory factor analysis and structural equation model analysis.Through empirical analysis,it is found that the service quality positively affects the positive behavioral intention of consumers,the service quality positively affects customer engagement,and the hypothesis of mediating service quality and customer engagement is proved by empirical analysis.The results also found that the mediating role of cognition and emotion in customer engagement was tested,but the mediating hypothesis of behavior was not tested empirically.Finally,based on the results of the empirical analysis,relevant management recommendations,research deficiencies and future research directions are proposed.