摘要
摘要
由外卖兴起的即时配送行业近年来发展迅速，开启了多元化的跑腿服务供
给，用户数量持续增加，已经成为“懒、忙、急、难”城市快节奏生活的新趋
势，各大互联网巨头争相加入到抢占同城即配市场的大战中，随着一二线城市
市场占有率饱和，渠道下沉已经成为必然趋势。AA跑腿作为成立较早的第三方
即时配送平台，主要以三线城市为拓展市场，疫情期间各城市 C端用户增长规
模创历史新高，但由于骑手素质参差不齐，物品破损、用户信息泄漏、虚开票
据等问题引起的用户投诉也随之而来。
本文以运营稳定、服务问题突出、有较大发展潜力的临沂市场为研究主体，
进行详细的服务质量调查研究。通过访谈法对 AA跑腿的用户、骑手及公司管理
人员进行问题了解，把各环节存在的问题以鱼骨图方式进行总结归纳，参考快
递物流行业服务质量影响因素，及互联网背景下同城即配的特点，制定了即时
配送行业，包含可靠性、保证性、响应性、移情性、安全性五个维度共 22个指
标体系的 SERVQUAL模型。通过发放预调查问卷，修整相关问题，最后共收集
了 834份有效调查问卷。
用 SPSS 25.0软件对调查问卷进行全面详细的数据分析，对基础问题部分的
描述性统计和交叉分析，得出 AA跑腿临沂市主要用户为 26-35周岁，本科学历，
职业为企事业单位，月收入在 5001-8000元的人群。采用因子分析法中的主成
分分析得到 5个公共因子，用最大方差法对初始解进行正交旋转，发现每个公
因子析出的指标项与原即时配送行业主观划分的指标项划分不同，所以根据旋
转后的成分矩阵，对即时配送 SERVQUAL模型进行重新归类，其中可靠性维度、
保证性维度、响应性维度、移情性维度各包含 5个指标，只有安全性维度包含 2
个指标。利用各公因子的累计方差贡献率，计算出五个维度权重并予以排序，
可靠性>安全性>响应性>移情性>保证性。利用感知服务质量模型中的理论，计
算出用户在 22个指标中实际感知值与期望值的差值，用雷达图展示各维度感知
期望差距值大小，发现保证性维度用户感知值最低，其他四个维度用户感知值
与期望值相差不大。对用户感知差距大的指标分别从宏观和微观层面给出改进
建议。宏观方面建议跟紧行业节奏，利用临沂市庞大的人口基数提高跑腿服务
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摘要
渗透率，根据经济发展状况实行动态低价策略，利用大数据人工智能支持实施
精准化运营。微观层面针对各指标问题，结合临沂市场和用户画像特性，试点
网格化管理，利用 2/8原则加大核心区域自建骑手比例，以奖代罚、多奖少罚的
方式增加骑士人文关怀，获取骑手对平台的信任感和依附感。不断更新下单软
件功能，加强内外部信息安全保护意识，为用户提供安全舒心的服务平台。
本研究以 AA跑腿调查问卷为研究依据，分析 AA跑腿在服务质量方面存在
的问题，为 AA跑腿临沂市场服务质量改进提出建议，为新兴创业企业在激烈的
市场竞争中求得发展先机，具有一定的实际意义。
关键词：即时配送；跑腿；服务质量；SERVQUAL模型；
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Abstract
Abstract
By the delivery of instant distribution industry is developing rapidly in recent
years, opens the whims of diversified services supply, continues to increase the
number of users has become a "lazy, busy, urgent, difficult," the new trend of
fast-paced city life, the Internet giant to join war, the city that is with market, as a
second-tier cities market saturation, Channel sinking has become an inevitable trend.
As an early third-party instant delivery platform, AA Errands mainly focuses on
third-tier cities to expand the market. During the epidemic, the growth scale of
c-terminal users in each city reached a record high. However, due to the uneven
quality of riders, user complaints such as damaged goods, leakage of user information
and false issuance of bills also followed.
In this paper, linyi market with stable operation, prominent service problems and
great development potential is the main body of the research, and detailed service
quality investigation and research. Through interviews, the problems of AA
leg-running users, riders and company management personnel were understood, and
the existing problems in each link were summarized in the fishbone diagram. The
instant delivery industry was formulated by referring to the factors influencing the
service quality of express logistics industry and the characteristics of same-city
instant distribution under the Internet background. SERVQUAL model has 22 index
systems including reliability, assurance, responsiveness, empathy and security.
Finally, 834 valid questionnaires were collected by issuing pre-survey questionnaires
and fixing relevant questions.
SPSS 25.0 software was used for a comprehensive and detailed data analysis of
the questionnaire, descriptive statistics and cross analysis of the basic questions, and
it was concluded that the main users of AA errands in Linyi city were 26-35 years
old, with bachelor's degree, occupation in enterprises and public institutions, and
monthly income in 5001-8000 yuan. Using factor analysis method of principal
component analysis to get five common factor, the maximum variance method was
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