Boshen - Mystery Customer Study on Expressway Toll Gate
Company overview
Boshen Branch of Guangdong Boda Expressway Company is the primary operating and management entity for the Boshen Expressway, and falls under the Guangdong Province's key infrastructure investment and construction system for transportation. The Boshen Expressway is a key component of the fourth longitudinal line of the Guangdong Expressway Network and also a critical node in the regional cooperation plan for Guangdong-Hong Kong-Macao Greater Bay Area road and waterway transportation. The project starts at Luoyang Town, Boruo County, Huizhou City, and ends at Longgang District, Shenzhen City, with a total length of approximately 63.2 kilometers. It connects multiple districts and counties in Huizhou City, Dongguan City, and Shenzhen City, linking to seven expressways and multiple provincial, county, and township roads, demonstrating a significant transportation hub role and playing a vital role in promoting regional economic integration.
Research background
With the acceleration of urban agglomeration integration and the continuous growth in expressway traffic demand, service quality has become one of the core competitive advantages in expressway operations and management. As the first point of contact for users, toll gate stations along the Boshen Expressway directly influence public satisfaction and corporate brand image. To enhance overall service quality and identify service weaknesses, Boshen Branch of Guangdong Boda Expressway Company has commissioned CEIDEA Research to conduct a professional mystery customer study, scientifically evaluating current service conditions and providing actionable insights for future improvements.
Research scope
In January 2018, CEIDEA Research was commissioned by Boshen Branch of Guangdong Boda Expressway Company to conduct a mystery customer investigation at eight toll stations: Fenggang, Guanjingtou, Junkeng Farm, Alin, Tonghu, Yanggang, Yihé, and Yuchang. By simulating real user behavior, professional investigators conducted on-site visits to each toll station, focusing on observing and recording the standardization and efficiency of toll collection and card issuance services, the cleanliness and condition of facilities and hygiene, employees' appearance and attire, and their demeanor and service attitude. The study conducted a cross-station comparison and evaluation of service details under the principle of objectivity and neutrality.
Expected outcomes
This mystery customer study is expected to systematically reflect the current conditions and differences across toll stations in terms of service processes, personnel management, and environmental hygiene. It will clearly identify existing issues and areas for improvement, helping the Boshen Branch accurately pinpoint service weaknesses, optimize training mechanisms and service standards, and ultimately achieve a steady improvement in overall service quality, enhancing public satisfaction and the overall driving experience.
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