高速铁路客运服务质量、旅客满意度与忠诚度分析

中国是目前世界上高速铁路里程最长的国家,高速铁路已经成为国民出行的重要选择.以结构方程模型(SEM)为分析方法,以沪宁城际高铁为例,分析高速铁路客运服务质量、旅客满意度和忠诚度之间的关系.建立高速铁路旅客满意度模型,开发旅客满意度测量表.研究表明,高速铁路旅客满意度模型调查数据的信度和效度得到验证,假设验证中除“旅客满意度到旅客忠诚度”和“旅客抱怨到旅客忠诚度”未得到验证外,其他假设都得到很好验证,结论显示:高速铁路客运服务质量对公司形象影响最大,同时对旅客满意度有直接影响；高速铁路公司形象对旅客满意度有着直接影响,对旅客抱怨和旅客忠诚有间接影响；高速铁路旅客满意度对旅客忠诚度有着间接影响,与旅客抱怨有直接影响；高速铁路旅客抱怨对旅客忠诚度影响不大.

Analysis on Service Quality, Passenger Satisfaction and Passenger Loyalty Relationship of High-speed Railways

At Present China is the country with the longest kilometrage of high-speed railways in the world,and travel by high-speed railways has become one of the main choices of the Chinese people.Service Quality,Passenger Satisfaction and Passenger Loyalty(QSL) continue to be the critical factors that influence long-term operation,development and profits of high-speed railways.The structural equation model(SEM) is first proposed in order to measure the impact of mediating variables in the customer continuance behavior on the QSL chain of high-speed railways.The empirical study shows that the QSL relationship is influenced by the introduction of mediating variables,such as the corporation image,service quality,passenger complaints and passenger loyalty,into the high-speed railway industry.The research shows that the reliability and validity of survey data of the passenger satisfaction model of high-speed railways are confirmed and the hypotheses paths are proved except for "passenger satisfaction to passenger loyalty" and "passenger complaint to passenger loyalty".The following conclusions are drawn: Service quality of high-speed railways affects the image of corporation to the utmost and affects passenger satisfaction directly;the image of corporation has direct influence on passenger satisfaction and has indirect influence on passenger complaints and passenger loyalty;passenger satisfaction has indirect influence on passenger loyalty and has direct influence on passenger complaints;passenger complaints have little influence on passenger loyalty.