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  • 學位論文

旅遊客運業服務品質與滿意度對消費者忠誠度之影響-以台灣好行之墾丁快線為例

The Effects of Service Quality and Satisfaction on Consumer Loyalty of Tourist Shuttle Service: A Case of Kenting Express Line

指導教授 : 雷立芬

摘要


近年來隨著觀光業環境與水準的提升,臺灣的旅遊市場蓬勃發展,政府以提供自由行的遊客快速且便捷的方式抵達觀光景點為出發點,結合既有的客運路線,推出「台灣好行」景點接駁旅遊服務,於全臺灣各大觀光景點提供更快速的接駁服務。本研究企圖藉由相關文獻的回顧,探討旅遊客運業的服務品質、消費者滿意度與消費者忠誠度,以及之間的因果關係,並藉此發掘消費者的需求,使搭乘過台灣好行的旅客在下次欲規劃不同路線的旅遊時,能夠再次產生搭乘台灣好行接駁服務的意願。 為驗證所建構之模式,本研究以台灣好行-墾丁快線為研究對象,採用結構方程模式作為分析工具。實證結果包括:期望服務對知覺服務與滿意度有顯著的正面影響;知覺服務對消費者滿意度有顯著的正面影響;消費者滿意度對忠誠度有顯著的正面影響;期望服務對忠誠度有顯著的負向影響;知覺服務與忠誠度無顯著的關係。根據以上結論建議台灣好行可調整班距與控管發車時間、改進廣告中之服務(例如WIFI的提供)、加強服務人員之英文訓練、改善候車站所揭露的資訊不齊全的問題,並且可依法進行行車路線沿途景觀的維護,以提升旅客搭乘的滿意度。

並列摘要


Recently, due to the improvement of the tourist environmental level and the flourishing travel market, the government releases “Taiwan Tourist Shuttle” service along with the existing passenger traffic route in order to provide a more convenient and speedy way for the individual travelers to arrive the tourist attraction. This research attempts to investigate the service quality of the travelling passenger traffic industry, the customer satisfaction and the customer loyalty, and the cause-effect relationship between them through the related literature review, and to explore the requirements of customers whereby, so that passengers who had experienced the service of Taiwan Tourist Shuttle will be willing to take the bus shuttle again when planning a different travelling route next time. To examine the constructed model, this research takes Taiwan Tourist Shuttle-Kenting Express Line as the research object, using Structural Equation Model(SEM) as the analyze method. The results include, expected service has significant positive effect on perceived service and customer satisfaction; perceived service has significant positive effect on customer satisfaction; customer satisfaction has significant effect on customer loyalty; expected service has significant negative effect on customer loyalty; perceived service has no significant effect on customer loyalty. According to the conclusion above, it is suggested that Taiwan Tourist Shuttle could adjust the headway period and control the dispatching time, improve the service promoted in the advertisement, reinforce the English training of the attendant, modify the incomplete bus information exposed at the station callboard, and finally maintain the view along the passing way by law to raise the customer satisfaction of passengers.

參考文獻


張火燦、余月美(2008),「服務品質、遊客滿意度與顧客忠誠度關係之研究」,《明新學報》。34卷,1期,127-140。
任維廉、胡凱傑(2001),「大眾運輸服務品質量表之發展與評估-以台北市公車系統為例」,《運輸計畫季刊》。30卷,2期,371-408。
Anderson, J. C., and D. W. Gerbing ( 1998 ), “Structural Equation Modeling in Practice: A Review and Recommends Two-step Approach,” Psychological Bulletin.103(3): 411-423.
Bagozzi, R. P., and Y. Yi ( 1988 ), “On the Evaluation of Structural Equation Models, ” Journal of the Academy of Marketing Science. 16(1): 76-94.
Bollen, K. A. ( 1989 ), Structural Equations with Latent Variables. New York: Wiley.

被引用紀錄


張榮田(2015)。消防機關救護服務品質關鍵成功因素之研究-以台南市消防局為例〔碩士論文,長榮大學〕。華藝線上圖書館。https://doi.org/10.6833%2fCJCU.2015.00074

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