基于SERVQUAL模型的外卖平台服务质量测评  

Research on Service Quality Evaluation and Improvement of Delivery Platforms Taking M Platform as an Example

作　　者：胡治芳 HU Zhifang(Xiamen University Tan Kah Kee College,Fujian Zhangzhou 363123)

机构地区：[1]厦门大学嘉庚学院,福建漳州363123

出　　处：《中国质量》2024年第10期102-107,共6页China Quality

基　　金：厦门大学嘉庚学院2022年度校级教研教改项目“新文科背景下‘电子商务概论;跨界融合教学改革”(2022J05)。

摘　　要：近年来,我国网上外卖用户规模和使用率不断增长,外卖餐饮平台竞争也日趋激烈。外卖服务质量是各参与者提升用户满意度、保持竞争优势的创新点与关键点。以外卖市场的领导者M平台为例,采用SERVQUAL模型对M平台的服务质量进行测评。通过对用户期望与实际感知的差距进行分析,识别出外卖服务中的优势与不足。研究结果表明,M平台在界面美观、操作便捷方面表现优异,但在准时到达、售后服务及M平台骑手等方面仍需改进。本研究为外卖平台构建了外卖平台服务质量的评价体系,以期推动外卖平台的发展,有助于提升用户体验和平台竞争力。In recent years,the scale and usage rate of online food delivery users in China have been continuously increasing,and the competition among food delivery and catering platforms has become increasingly fierce.The quality of delivery services is an innovative and key point for all participants to improve user satisfaction and maintain competitive advantage.Taking M platform,the leader of the food delivery market,as an example,the SERVQUAL model is used to evaluate the service quality of the M platform food delivery platform.By analyzing the gap between user expectations and actual perception,identify the advantages and disadvantages of food delivery services.The research results indicate that M platform performs excellently in terms of platform interface aesthetics and convenient operation,but there is still room for improvement in areas such as on-time delivery,after-sales service,and M platform riders.This study constructs an evaluation system for the service quality of food delivery platforms,with the aim of promoting their development and helping to enhance user experience and platform competitiveness.

关 键 词：外卖平台 SERVQUAL模型 服务质量 

分 类 号：F724.6[经济管理—产业经济] F719.3F274