Analysis of Influencing Factors and Service Optimization Strategies for Robotaxi Services in China by Using the Type-II Candy Model

With the rapid advancement of technology, robotaxi services have emerged as a pivotal development direction within the transportation industry. Currently, this field is at a critical juncture transitioning from technological R&D to commercial operations, with service coverage continuously expanding and a pressing need to enhance and optimize service quality. This study aims to refine the service quality of robotaxis, elevate user-perceived experiences, and boost satisfaction levels. Through a literature review, we systematically examined the development status and service pain points of robotaxi services both in China and abroad. Leveraging grounded theory, we identified 21 service elements, and designed a bidirectional questionnaire for empirical investigation. Methodological robustness was confirmed through multi-source cross-validation. Then, we classified these elements using the Type-II Candy Model, and prioritized them based on the Average Satisfaction-Dissatisfaction metric. The findings reveal that the service elements of robotaxi services encompass 8 Differentiate factors, 1 Must-be factor, 4 One-dimensional factors, 5 Attractive factors, and 3 Indifferent factors. This study systematically dissects user requirements, enabling enterprises to improve service quality and standards more effectively by aligning with the requirement categories and their priority rankings. It facilitates the construction of a systematic service delivery and evaluation framework, ultimately better meeting consumer requirements.