A Research On The Relationship Between Perceived Service Quality And Customer Loyalty In Didi Chuxing

With the development of "Internet +" technology and the popularization of smart phones,the sharing economy based on the mobile Internet platform has begun to emerge in various industries,constantly changing the way people live.In the transportation field,a variety of new travelling modes based on the car-hailing platforms have emerged.Represented by Uber,the car-hailing platforms became extremely popular in the world as soon as it appeared.It has greatly improved people's travel efficiency.However,as the development rules of emerging industries need to be improved,various sharp issues are exposed.Negative news about the car-hailing service have been frequently reported,which makes people worry more about the service quality.Thus the development of car-hailing platforms is facing a severe challenge.Therefore,how to improve the platform service quality and build effective customer loyalty has become an urgent problem for the sharing platforms such as Didi Chuxing even the whole industry.This paper takes "Didi Chuxing" as the research topic,introduces the intermediate variable customer commitment,making an exploration on the relationship between perceived service quality and customer loyalty of Didi Chuxing.Based on the attractive quality theory,relationship marketing theory,SOR theory and social exchange theory,with reference to the related research on perceived service quality,customer commitment and customer loyalty in recent years,combined with the actual situation of network car service,the author puts forward relevant assumptions and constructs theory model.Firstly,the author develops its own scale based on the reference to the relevant mature measurement scales.Secondly,500 questionnaires were used to obtain data from users of Didi Chuxing,and 425 valid data were analyzed to verify key assumptions.The author uses SPSS 22.0 to verify the impact of perceived dimensions of customer quality on customer commitment and customer loyalty.Finally,the Kano questionnaire method is used to further divide the perceived service quality 5 dimensions into basic quality,one-dimensional quality and attractive quality,and find out the key quality factors that win customer loyalty.The empirical results show that perceived service quality reliability,responsiveness,empathy and tangibility have a significant positive impact on customer loyalty and customer commitment,while the quality attribute of guarantee has only a direct impact on other qualities.At the same time,the customer's affective commitment and continuance commitment to the partial mediation between perceived service quality and customer loyalty have also been verified.In addition,the study also found that perceived service quality tangibility and empathy belong to the attractive quality while guarantee is subject to basic quality.Reliability and responsiveness should be classified into one-dimensional quality.Based on this,the paper believes that Didi Chuxing should start from three levels of quality characteristics,creating new charm quality under the premise of satisfying customers' basic requirements,cultivating affective commitment and continuous commitment between customers and enterprises,and strengthening the construction of customer loyalty.