服務品質與服務補救期望對旅運涉入之影響：以金廈小三通為例

自從2001年小三通實施後，此臺灣─金門─廈門的旅運模式，已成為國人往來兩岸最主要的交通方式。本研究聚焦於小三通的旅運涉入概念，探討其前因（海／空運服務品質、服務補救期望）對於不同旅運涉入構面（包含：行為涉入、社會心理涉入下的吸引力、生活型態中心和自我表達）之影響，以小三通旅運服務的使用者為調查對象，在金門尚義機場和水頭碼頭發放問卷，有效問卷計380份，有效問卷回收率61.7%。結構方程模型的路徑分析結果發現：不同前因對於不同旅運涉入構面有顯著不同的影響，海運服務品質正向影響行為涉入，空運服務品質正向影響吸引力和生活型態中心，有形補救期望正向影響生活型態中心和自我表達，無形補救期望負向影響行為涉入和自我表達。基於上述結果，文末提出本研究之理論和實務意涵，以及未來研究建議。

關鍵字

服務品質；服務補救期望；旅運涉入；小三通

並列摘要

Since the implementation of the Mini-Three Links on January 1st, 2001, travel on the Taiwan-Kinmen-Xiamen Mini-Three Links has become the major mode of transportation for the Taiwanese as they travel from one side of the Taiwan Straits to the other. This study focuses on the concept of travel-transportation involvement in the Mini-Three Links, exploring the effects of possible antecedents (including the service quality of sea and air transportation and the expectations for service recovery) on different involvement dimensions (including behavioral involvement and social-psychological involvement, which is composed of attraction, centrality to lifestyle and self expression). The participants of this study were passengers who were using the Mini-Three Links service. Questionnaires were distributed at Kinmen Shangyi Airport and Shuitou port, the two necessary terminals for traveling through the Mini-Three Links. 616 questionnaires were distributed. After elimination of the invalid questionnaires, a total of 380 valid questionnaires were recovered, and the effective response rate was 61.7%. The result of path analysis in the structural equation model showed that the antecedents had significant effects on the dimensions of travel-transportation involvement, while different antecedents had unique effects as well. Service quality of sea transportation positively affected behavioral involvement, while service quality of air transportation had a positive effect on attraction and centrality to lifestyle. The expectation of tangible recovery positively affected centrality to lifestyle and self expression. The expectation of intangible recovery had a negative effect on behavioral involvement and self expression. Based on these results, related theoretical and practical implications and suggestions for future studies are proposed at the end of this study.