近年來隨著資訊技術、物聯網產業、電子支付在中國大陸的迅速發展，以網約車、共享住宿、線上外賣、共享醫療、共享物流等為代表的共享經濟新業態、新模式成為推動服務業結構優化、快速增長和消費方式轉型的新動能。順風車作為一種全新的綠色出行方式，也是網約車中重要的服務板塊，由於順風車O2O（online to offline）的消費模式的特性，高品質的網約車服務是提高消費者滿意度的重要保證。服務品質分為線上與線下整體服務品質，服務人員在提供服務過程中與消費者在服務品質的期望認知與實際服務感受、重視度與滿意度的不同，產生了服務品質的缺口，而造成消費者對服務品質的不滿意。如何改善服務品質，提升消費者滿意度，一直是本研究的重點。
由於順風車服務品質分為線上與線下整體特性，本研究為了能夠更好地提升順風車出行的服務品質，增加消費者對於順風車體驗的滿意度，本研究進行了三個階段的實驗，第一階段以PZB服務品質模型應用優化後的L-QUAL量表及重要度-滿意度模型（I-S Model）設計一個服務品質測試問卷，通过五大服务構面涵蓋了線上與線下服務項目進行研究，以探討消費者對於目前順風車提供服務的滿意程度及順風車的關鍵服務品質屬性，通過對消費者對於服務品質重視度與滿意度之差異性檢定，將重視度與滿意度之間的平均數差異排序，可以瞭解哪些要素是需要優先改善。第二個階段利用 Kano Model 設計問卷內容，將消費者需求歸類成不同的服務品質要素，以改善和提升服務的品質。為了更能瞭解目前市場上順風車服務的二維品質屬性，對影響消費者滿意度的產品品質特性能有更好的定義，在設計Kano Model的問卷內容時，先以評估服務品質問卷的結果，加上順風車專家、高涉入使用者對於順風車服務的使用經驗當作此模型輸入依據，挖掘出具有價值的服務要素。Kano 模型可以與PZB模型結合使用，可以用來建立消費者對順風車服務需求的品質特性之個別重要性，所以在產品開發的過程中，可以建構較佳的優先條件。研究的第二階段對於五大構面中的40項問項進行Kano二維品質歸類，並對消費者滿意係數指標分析，將增加滿意係數與消除不滿意係數繪製成滿意係數指標分析矩陣圖，並對其第一象限及第四象限中的品質項目進行優先改善。最後將研究中的40個品質問項提煉出優先改善的22項進行融入到順風車2.0優化版的開發中去。第三階段是專家問卷，專家組是由杭州滴滴出行科技有限公司應用軟體部、用戶體驗部及計算機技術部一共6名專家組成，將設計優化後的滴滴2.0優化版Demo由專家組進行評測， 使用AHP 評估尺度1-9的衡量值進行打分，瞭解消費者對於順風車服務品質具體項目的滿意度及品牌優先選擇性，AHP能夠合理地構建順風車決策分析模型，將複雜的問題系統化，對AHP建構層級結構、並根據專家問卷所得到的結果建立成對比較矩陣，再計算出各成對比較矩陣的特徵值與特徵向量，同時檢定矩陣的一致性，計算出各構面及其準則的重要性程度的權重數值。研究得出在五大構面中「經營者管理方式」、「監管機制」、「司機服務保障」消費需求屬性權重較高，位列前三。在服務的具體項目中「乘客可以在APP上看到拼車人地點」、「車輛安裝衛星定位、繞路監測、應急一鍵報警等基礎設施」、「消費者遇到危險發出警報時，周邊的車主會顯示定點並及時救援」、「醫療急救卡面向消費者與車主的應對急救場景的保障產品」、「順風車優惠活動多（順風加油、積分兌換、購車諮詢等）」、「車飾環境好、順風車車主素質較高、徵信良好、行為分高，可優先派單」、「順風車平臺的支付方式方便快捷」、「順風車平臺及車主提供安全的夜間出行服務」、「順風車城市安全綜合競爭力排名」、「星級順風車車主增加收入」為排名前十，由此結果，可以為各大順風車企業開發新產品服務時將這些需求設定為重點目標。最後的研究階段，找出市場佔比靠前的順風車品牌與本研究設計與優化後的滴滴2.0優化版進行驗證。使用灰色關聯分析（GRA）對採集專家不同評判的數據進行運算能夠將複雜的問題簡單化，對於系統開發過程中提供消費者更加品質感的服務有更明確的定位與目標。對於專家填寫的灰關聯問卷數據進行分析，通過數據的標準化、計算灰關聯距離（ ∆0ij ）、計算灰關聯係數（γ0ij）、最終將灰關聯度值與AHP多準則決策分析出的22個項目準則的權重相乘，並得研究的結果，各品牌的優劣排序為：滴滴2.0 優化版、滴答、滴滴、美團打車、哈囉。
本研究成果希望後期能夠將構建的綜合評估模型運用到實際的市場開發中去，並適用於O2O商業模式下不同服務行業及品牌的評估，可以達到消費者的期望且提高消費者滿意度，研究產出的客觀及標準化的數據能夠可作為專家咨詢報告提供給滴滴順風車企業，同時這些數據能夠對於企業設計師在設計開發上最重要的決策分析提供參考。

Recent years witnessed the fast development in technical advisory, Internet of things and online payment in Mainland China. Sharing economy is represented by ride-hailing services, online lodging arrangement, takeaway orderings through online platforms, sharing of medical services and resources, sharing in logistics. Those new industries and new models of the sharing economy have given impetus to restructuring of service industry, transformation of consumption and quick growth. As a wholly new green way of travel, ride-hailing constitutes a great part of online rides booking. High-quality ride hailing services guarantee the satisfaction and loyalty degree of consumers due to the online to offline (O2O) characteristics. The service quality of hitchhiling is comprised of two aspects-online and offline service quality. The gaps of service quality are formed owing to the differential awareness and expectations towards service quality, causing customers’ unsatisfactory in service. This research has been trying to find the way to improve service quality and to hoist consumer’s satisfaction.
Since the service quality of hitchhiking is divided into the overall characteristics of online and offline, this research conducted three-stage experiments to better improve the service quality of hitchhiking and increase consumer satisfaction with the experience of hitchhiking. The first stage is to design a service quality questionnaire by apply the SERVOQUAL in PZB service quality model and the importance-satisfaction model (IS Model). The questionnaire is conducted the five major service dimensions covering online and offline service items to explore consumers regarding the current satisfaction degree of the service provided by hitchhiking and its key service quality attributes. Then the to be improved elements will come out after ranking the average difference between the importance and satisfaction until the difference test of consumers' importance and satisfaction of service quality completed. The second stage uses the Kano Model to design the content of the questionnaire and classifies consumer needs into different service quality elements to improve and enhance the quality of services. In order to better understand the two-dimensional quality attributes of the current ride-hailing services in the market and have a better definition of product quality characteristics that affect consumer satisfaction, when designing the Kano Model questionnaire content, it should first evaluate the results of the service quality questionnaire then add experience of Hitchhiking experts and the experience of frequent users as the foundation of the questionnaire as to find valuable service elements. It should be known that The Kano model can be used in conjunction with the PZB model to establish the individual importance of the quality characteristics of consumers' demand for downwind services. Therefore, in the process of product development, better priority conditions can be constructed. In the second stage of the research, Kano two-dimensional quality classification was carried out for 40 items in the five dimensions, and the consumer satisfaction coefficient index was analyzed. The increase of satisfaction coefficient and the elimination of dissatisfaction coefficient were drawn into a satisfaction coefficient index analysis matrix. At the same time, giving priority to improve the quality items in the first and fourth quadrants. Finally, the 40 quality items in the study were refined and 22 items that were prioritized for improvement were incorporated into the development of Hitchhiking 2.0 optimized version. The third stage is the expert questionnaire. The expert group is composed of 6 experts from the application software department, user experience department and computer technology department of Hangzhou Didi Travel Technology Co., Ltd. The optimized version of Didi 2.0 Demo will be conducted by the expert group who will make evaluation by using AHP evaluation scale 1, 3, 5, 7, 9 to score. After understanding consumer satisfaction with specific items of Hitchhiking service quality and brand preference, AHP can reasonably build decision Hitchhiking analysis model, systematize complex problems, construct a hierarchical structure for AHP, and build pair comparison matrices based on the results of expert questionnaires, then calculate the eigenvalues and eigenvectors of each pair comparison matrix, and verify the consistency of the matrix at the same time, Calculate the weight value of the importance of each aspect and its criteria. The research shows that among the five dimensions, "management by operators", "regulatory mechanism", and "driver service guarantee" have higher consumer demand attributes and rank among the top three. Among the specific items of the service, "Passengers can see the carpooler location on the APP", "Vehicle installation satellite positioning, detour monitoring, emergency one-click alarm and other infrastructure", "When consumers encounter danger, the surrounding car owner will display the designated point and rescue in time", "Medical emergency card for consumers and car owners to respond to emergency scenarios of protection products", "Flying car discount activities (refueling, points exchange, car purchase consultation, etc.)", "Car decoration environment Good, hitchhiking owners have high quality, good credit, and high behavioral scores. They can give priority to the order", "The hitchhiking platform provides convenient and fast payment methods", "The hitchhiking platform and car owners provide safe night travel services", "Shunfeng“Windmill City Safety Comprehensive Competitiveness Ranking” and the “increased income of star riders” are among the top ten. As a result, these needs can be set as key targets when developing new products and services for major riders. In the final research stage, identify the top-ranked Shunfeng brand in the market and verify it with the optimized version of Didi 2.0 designed and optimized in this research. Using gray relational analysis (GRA) to calculate data collected from different judges by experts can simplify complex issues and have a clearer positioning and goal for providing consumers with more quality services during the system development process. Analyze the gray relational questionnaire data filled by experts, through the standardization of the data, calculate the gray relational distance (∆0ij), calculate the gray relational coefficient (γ0ij), and finally analyze the gray relational value and AHP multi-criteria decision-making analysis of 22 items The weights of the criteria are multiplied, and the results of the research are obtained. The ranking of the pros and cons of each brand is: Didi 2.0 optimized version, Dida, Gaode, Meituan Taxi, Hello.
The purpose of this study is to be able to apply the constructed comprehensive evaluation model to actual market development and to apply it to the evaluation of different service industries and brands under the O2O business model. The objective and standardized data of the research output can be provided as expert consulting reports to Didi Shunfeng companies. At the same time, these data can provide a reference for the most important decision analysis of enterprise designers in design and development.

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