With the development of mobile Internet technology and big data, the emerging industry sector of the sharing economy has formed. His emergence has changed people''s living habits, brought numerous business opportunities, and also caused great impact on traditional industries. With the help of the Internet and big data, the online matching of the needs of the network car users and drivers has changed the way people travel, greatly improving the user''s travel efficiency, and reducing the driver''s no-load rate and developing rapidly.
However, with the development of the spurt of the network car, there are some problems that cannot be ignored in the process of the network car service. The legality of the operation of the network car is the first to bear the brunt, whether the network car is a black car, frequently questioned by the public. In the case of security incidents, the responsible party is unclear, and the public can''t be guaranteed if there is a security problem in the car. Second, the platform is under-regulated and the quality of service is difficult to guarantee. In addition, due to the relatively low barriers to entry for the driver of the network, there were also problems such as unfamiliar road conditions, long time for pick-up after the appointment, and harassment of passengers. In order to better standardize the network car operation market, the Ministry of Communications issued the “Interim Measures for the Administration of Network Appointment Taxi Operation Services” and the “Network Appointment Taxi Operation Service Specification” in 2016, proposing that the development principle of the network car should be High-quality services, differentiated operations, and the implementation of detailed rules in light of local realities." According to their respective circumstances, the four cities of Beijing, Shanghai, Guangzhou and Shenzhen introduced the implementation rules for the management of network car service, which has aroused widespread concern from all walks of life. From the initial "disguised black car" to the introduction of the Interim Measures for the Administration of the Ministry of Transport, the network car obtained the legality of identity. It is of great significance to improve the efficiency of public travel and increase the public interest of the society, while maintaining high-quality services is fundamental to the sound development of the car industry. Although China has introduced a number of documents to regulate the network car market, and stipulates that the taxi administrative department should regularly organize the evaluation of the quality of the network car service, but for the service quality of the network car, there is still a lack of public-based, systematic Objective evaluation criteria.
While bringing great challenges to traditional parade taxis, complaints about the low quality of the network car drivers, the unreasonable charges, and the lack of strict review of the platform drivers'' qualifications. How to retain customers is an important challenge for DiDi Taxi.
First, Propose the customer satisfaction model of DiDi Taxi, construct the model framework by using structural equations, and embed the factors affecting customer satisfaction, so as to quantify the degree of influence. On the basis of the model, combined with the characteristics of DiDi Taxi, the factors affecting customer satisfaction are constructed and research hypotheses are proposed.
Next, Design the customer satisfaction level 5 Likert scale for Drip Travel, and collect and preprocess the data accordingly to verify the applicability of the data and model. Data preprocessing using SPSS software mainly includes data aggregation, reliability and validity analysis to ensure data reliability and applicability.
Third Using the data obtained from the questionnaire, combined with the AMOS analysis model, verify the fit of the analytical model and the data. The fit of the initial model is not good enough. After the model is modified, the model with higher fitness is obtained, and then the reliability and validity of the model are verified. Finally verify the hypothesis.
Through research, it is found that the brand image of DiDi Taxi has a positive impact on customer satisfaction; the service quality of DiDi Taxi has a positive impact on customer satisfaction; Customer satisfaction of DiDi Taxi has a positive impact on customer loyalty.