Jingzhu Expressway - Mystery Customer Service Investigation at Toll Stations
Company overview
Jingzhu Express Road Guangzhou-Zhuang Section Co., Ltd. is a key transportation infrastructure operator in Guangdong Province, responsible for the management and operation of the Guangzhou-Zhuang section of the Jingzhu Expressway. This section serves as a vital north-south transportation artery in the Pearl River Delta region, connecting Guangzhou, Foshan, Zhongshan, and Zhuhai cities, and functions as a critical channel for regional economic and social exchanges. While enhancing road throughput capacity, the company consistently adheres to a people-centered, service-first management philosophy, striving to create an efficient, convenient, and civilized highway travel environment. It is one of the representative highway operation and management enterprises in South China.
Research background
With the continuous expansion of China's expressway network, the quality of expressway services—particularly the service standards at toll stations—has increasingly attracted public and government attention. As the 'first point of contact' representing the industry and government image, the civility and procedural standards of toll station services not only impact vehicle throughput efficiency but also directly influence the public's overall perception of the transportation sector. In response, Jingzhu Expressway Guangzhou-Zhuang Section Co., Ltd. urgently needs to conduct a specialized service quality monitoring initiative through a third-party institution to accurately identify service deficiencies and areas for improvement, thereby advancing the standardization and humanization of toll management processes.
Research scope
From January to December 2017, CEIDEA Research was commissioned by Jingzhu Expressway Guangzhou-Zhuang Section Co., Ltd. to conduct a full-year mystery customer service investigation, covering five primary toll stations under its jurisdiction: Tingjiao Central Station, Sijiao Central Station, Cuiheng Central Station, Shijī Central Station, and Zhuhai Central Station. The study employed on-site mystery shopper visits, simulating the real-world driving experience of ordinary motorists. Key service indicators—including card issuance quality, civility, operational procedures, customer inquiry handling, and facility cleanliness—were systematically evaluated. Each visit was scored according to a standardized protocol, with supplementary audio and video materials collected to ensure data authenticity and reliability.
Expected outcomes
The final research report will provide a comprehensive reflection of the actual service quality performance at each toll station across all stages of the year, enabling management to understand service fluctuation patterns and promptly identify potential issues. The study will propose actionable recommendations for improvement in areas such as staff training, policy development, and process optimization. The findings will serve as foundational data support for Jingzhu Expressway Guangzhou-Zhuang Section Co., Ltd. in establishing a standardized, routine service quality monitoring system, and will set an industry benchmark for building a 'civilized highway, premium service window' standard.
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