Research On Service Quality Promotion Strategies For China-Europe Railway Freight Of D Company

Nowadays,with the globalization,international trade and goods circulation have become increasingly close,the third-party logistics has developed vigorously depending on its huge network and diversified services and products.In 2013,President Xi Jinping put forward the "The Belt And Road" initiative,which is to jointly construct the "Silk Road Economic Belt and Maritime Silk Road ".At this vital moment,CHINA RAILWAY Express was launched,and third-party logistics enterprises have laid out the railway freight business as well.By 6 years’ development,the opportunity turns into a brand new challenge.As the marketing competition is getting fierce,problems are following.Generally third-party logistics companies provided poor service,besides service level is uneven.Taken D company’s railway freight as the research object,we find that the service quality is insufficient through detail analysis of present service status.Till now there are no appropriate evaluation means and methods on service quality.It did not find out a comprehensive service gap from the angle of the customer’s expectation and perception.Thereby,It failed to formulate the corresponding promotion proposal to enhance service quality.Therefore,the article has established relevant index and system for freight service quality evaluation based on theory research and D Company’s status quo.The questionnaire survey is conducted from 2 aspects,one is 25 survey indicators for customer expectation and perception,the other is the importance evaluation of 7dimensions.By using SPSS 25.0 to analyze the returned valid questionnaires,the expected value,perceived value,gap value of each dimension and indicator of customers and the total gap of service quality for D Company are calculated,as well as the customer importance evaluation of 7 dimensions.Through the in-depth analysis of questionnaire survey result,we find out that main resource of service quality gap and identify the root cause of gap formation.Meanwhile,integrating IPA model with service quality gap for7 dimensions,the ascending order is determined eventually.Accordingly,the specific improvement suggestions have been developed.