連續假期交通購票方式對臺鐵服務品質感受探究

臺鐵在國內連續假期交通疏運機制中，是相當重要的疏運工具。因此臺鐵除了提供足夠的列車班次之外，也希望能藉多樣化的購票方式，予以減少乘客的購票時間與不便性並提升消費者品質感受。過往研究多著重在於改善火車時刻，較少針對連續假期進行探究。因此本研究將針對曾在連續假期搭乘臺鐵的乘客進行調查，以了解乘客購票行為與服務品質感受之間的關係。研究結果顯示不同的購票方式僅對忠誠度有顯著差異，而忠誠度會受服務品質影響，此外知覺擁擠對服務品質與等待之心理因素有顯著性影響。本研究認為臺鐵應該首要改善消費者在連續假期時，對購票環境與人潮之擁擠知覺，來改變消費者在等待過程中的焦慮感，進而提升其對服務品質之評估。

關鍵字

服務品質；連續假期；臺鐵

並列摘要

Trains operated by the Taiwan Railways Administration (TRA) are very important transportation carriers on long weekends. Therefore, as well as providing sufficient and frequent trains for all routes to destinations, the TRA strives to minimize the time that passengers spend on purchasing tickets, and maximize convenience by offering various ticket purchasing methods. However, the TRA still fails to fulfill passenger needs, although it currently offers as many as six ticket purchasing methods. In contrast, several inadequacies in the quality of service have emerged, and these have influenced passenger satisfaction. As most previous investigations focused on improving train schedules or routine situations, this investigation performs an investigation on passengers who traveled on trains of Taiwan Railways on long weekends, in order to explore their willingness to wait in a queue to purchase tickets, and find differences and correlation between service quality, customer perceptions of overcrowding, loyalty, and customers' mental state while waiting. Analytical results indicate that the only factor that improves loyalty is the availability of different ticket purchasing methods creates a significant difference in loyalty, and that loyalty also depends on quality of service. Additionally, customer perceptions of overcrowding significantly affect on the quality of service and customers' mental state while waiting. Finally, this investigation suggests that TRA should reduce customer perceptions of overcrowding to minimize anxiety and maximize customer perception to service quality.