Research On Customer Satisfaction Of Online Car-hailing In Beijing Based On Perceived Value

With the continuous development of "Internet +" and the growing demand of consumers for personalized travel services,online car-hailing begins to flourish in the area of transportation.As a product of the "Internet + Sharing Economy + Transportation",the emergence of online car-hailing brings both progressiveness and risk.On the one hand,online car-hailing improves the efficiency of the transaction,changes the spatial-temporal matching of transactions,provides more kinds of services,designs a more flexible and transparent pricing model,sets up a system in which drivers and passengers evaluate each other.On the other hand,online car-hailing mobilizes social vehicles and drivers,enables more vehicles and drivers to provide taxi services through the platform,resulting in a lack of safety for drivers and vehicles,as well as the risk of disclosure of passenger information.Due to the coexistence of risks and progressiveness of online car-hailing,if the management of online car-hailing is too strict,it may affect the development of online car-hailing and the satisfaction of consumers' diversified demands,leading to the reduction of its social benefits.On the contrary,if the management of online car-hailing is too lax,the risk of online car-hailing will increase.Therefore,how to ensure the benefits of consumers while control the risk reasonably has become an urgent problem in the development of online car-hailing.On the basis of customer satisfaction,this paper studies the factors affecting satisfaction by combining the theory of perceived value and the characteristics of online car-hailing.Firstly,this paper summarizes and analyzes the research results of existing literature and the characteristics of online car-hailing services.And then,this paper selects nine latent variables,including expectation,functional value,emotional value,social value,monetary costs,risk costs,satisfaction,customer complaints and customer loyalty.At the same time,this paper designs the scale of latent variables which constitutes the research model and questionnaire.After that,this paper conducts a questionnaire survey,processes the questionnaire data with the method of structural equation model,tests the validity of the established satisfaction model,and analyzes the influence of various factors on the satisfaction.The results show that perceived benefits has a significant positive impact on the consumers' satisfaction.Among them,functional value has the largest direct impact on satisfaction,followed by emotional value,and social value has the smallest direct impact.Perceived cost has a significant negative impact on the consumers' satisfaction.Among them,monetary cost has the largest impact,while risk cost has a relatively small impact.Besides,Customer complaint has a significant negative effect on customer loyalty.Based on the above results,this paper puts forward some suggestions,such as optimizing the efficiency of trade matching,improving the service quality,improving the dynamic pricing system,rationalizing the safety control standards and improving the quality of after-sales service.