Guangdong Jiangzhong Expressway Company - Mystery Customer Study on Expressway Toll Gate Services
Company overview
Guangdong Jiangzhong Expressway Company operates the Zhongjiang Expressway, spanning approximately 32 kilometers, connecting the Port Town of Zhongshan City to the Si Village of Jianghai District, Jiangmen City. As the managing entity for a key transportation infrastructure, the company is responsible for toll gate operations and service quality maintenance. Toll gates serve as the first 'window' of the transportation system; their service level not only reflects the company's image but also influences public perception of government public services
Research background
To enhance toll gate service quality and ensure consistent service standards across all sites, Jiangzhong Expressway has implemented a monthly evaluation mechanism since 2016, comparing service indicators across different stations to identify service gaps and implement improvement measures. However, traditional data monitoring fails to accurately reflect actual user experiences and is often unable to uncover subtle issues within service processes. To address this, Jiangzhong Expressway commissioned a third-party research firm to conduct mystery customer investigations, in order to obtain objective and authentic insights into service execution.
Research scope
From 2016 to 2018, CEIDEA Research was commissioned by Guangdong Jiangzhong Expressway Company to conduct mystery customer service evaluations at all toll stations along the route, including Dongsheng, Port, Gongheng, Henglan, Longwan, Hai A, Waihai B, Xiao Luan, and Du Ruan. Using an undercover approach, multiple locations and frequencies were surveyed with 'anonymous customers' simulating real users throughout the toll collection and card issuance processes. The study comprehensively assessed key indicators such as service politeness, card issuance efficiency, equipment operation compliance, accuracy of toll collection, and signage guidance.
Expected outcomes
Through this research, Jiangzhong Expressway will gain an accurate understanding of current service quality levels at each toll station, identify process deviations from established standards, and pinpoint specific service details requiring attention. The final report will provide targeted improvement recommendations based on comparative analysis, supporting operational optimization, staff training, equipment maintenance, and service oversight across all sites. This will collectively enhance the service quality and management level of toll stations along the route, strengthening the company's overall brand image
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