Research On The Quality Of Metro Service And Its Impact On Passenger Behavior Intention From The Digital Perspective

An important feature of the digital age is that more and more consumers interact with enterprises through mobile Internet,and service enterprises and scholars in this field have paid more attention to service marketing in the digital era,but few scholars pay attention to the "digital upgrade" of service in the public service field.The arrival of the digital age has greatly changed the daily life of many citizens,making new requirements for public service(such as urban rail transit).However,the level of digital service in this field is often lagging behind the expectations of the audience.Against this background,it is of great significance to explore and study how the public service industry(such as the subway)can improve the service level in the digital age.This article revises the classic SERVQUAL scale by reviewing the research literature related to service marketing,digital consumers,subway and various industry service enhancements,perceived the relationship between service quality and behavioral intentional,and previous scientific research project results.And as a tool for quantitative research on service quality,it has related features in a digital context.Combined with factor analysis,correlation test,regression analysis,and other auxiliary methods,the gap between the current Beijing passenger service expectation and the current service level is found out,and the influence of the perceived service quality of passengers in the digital context on the willingness to take and the willingness to recommend is explored.Finally,on the basis of statistical data,suggestions were made with the use of the management tool“service quality improvement matrix,developed by Beijing Metro.A total of 339 valid questionnaires were collected,and a return visit was conducted.This study found that,in the digital perspective,the dimensions of infrastructure and service assurance have a significant positive impact on passengers' taking intention,and with the dimension of interaction and information aggregation,it has a significant positive impact on the passenger's willingness to recommend.In addition,some of the passengers'expectations are in conflict with the current development strategy and internal and external environment of Beijing Metro.Overall,the quality of service of the Beijing Metro under the digital perspective fails to meet the expectations of passengers and it has a great space for lifting.The full text includes 12 figures,31 tables and 122 references.