Management Science 2016
Exploring the Market Opportunities of Motorway Service Areas (MSAs) in China − Based on Customer Satisfaction and Expectation
Abstract
There are approximately 2000 motorway service areas (MSAs) in China, of which roughly 1/3 is profitable. It is a special economic entity, playing the combined role of providing public welfare and pursuing economic benefit. Long-term Monopoly management and neglect of customer have brought bad name for the MSAs. In the trend of state owned economy's withdrawing from the emulative domain, the operators of the MSAs have to learn about their customer, the challenges and the opportunities there exist. This study investigates the marketing opportunities and challenges of Chinese Motorway Service Areas based on the service quality of Motorway Service Area and the customer satisfaction of motorists and passengers.
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