Factors Affecting Customer Satisfaction of Carsharing and Development Direction: Analysis Based on Customer Perspective

In recent years, carsharing, as an effective method which may alleviate environmental pollution, tackle rising prices of fuel and meet the demand of expense economizing, while also has been widely concerned by the whole society. Customer satisfaction can reflect the past and present operation effect of an enterprise and its future financial situation. High customer satisfaction can win customers for an enterprise and help it be in a favorable position in the competition. This paper focuses on the study of customer satisfaction of one-way carsharing system, aiming to help carsharing organizations to clarify customer expectations and needs. By using SWOT Analysis and customer journey map analysis, the current research status in this field is summarized and the customer behaviours and touchpoints are explored. Through the analysis of the salient problems, the difficulty of parking and finding an available car are identified as a major obstacle to the development of shared cars. In summary, this paper looks forward to the future development of carsharing industry and proposes three ways to help carsharing enterprises to define development direction clearly, including establishing incentive mechanism, adopting advanced technology, and developing driverless technology.