- 期刊
應用IPA分析法探討淡水與旗津地區渡輪之運輸服務品質
The Application of IPA Analysis to Examine the Transportation Qualities of Ferryboats for Visitors between Dan-Shuei and Ci-Jin Areas
摘要
台灣早期發展中，「渡輪」扮演著運送「人」、「貨」的角色，藉以達到便利兩地居民、打通兩地貿易之目的。而隨著時間的演進，「渡輪」發展至今，已不再是單純的交通工具，進而朝向注重「觀光」功能的面向發展，因此探討渡輪運輸遊客之服務品質便具有其重要性。在「觀光客倍增」和「海洋立國」的思考模式下，本研究以搭乘淡水－八里和鼓山－旗津渡輪的遊客為對象，藉問卷進行重視度和滿意度之調查，共計回收582份有效問卷，資料經整理後配合敘述性統計、因素分析與IPA，探討影響遊客重視度和滿意度之因素，以及兩地渡輪之運輸服務品質。研究分析發現，影響遊客重視度與滿意度各自具有不同的構面，而透過IPA 之分析結果，也可以明顯看出「繼續保持」、「供給過度」、「低優先順序」及「加強改善」各象限中的變項，未來經營管理單位應據以研擬相關策略，方能有效提昇兩地渡輪之服務品質。
並列摘要
During the early period of developments in Taiwan, ferryboats were utilized as the roles of delivering human beings and goods, in order to attain the conveniences among residents and to provoke trading businesses. However, following the evolution of time, ferryboats do not simply act as transportation, but also develop as a significant function for tourism activities. Thus, it is becoming very important to examine the transportation qualities of ferryboats for visitors.Under the thinking models of ”multiplying the amounts of tourists” and ”the nation-building of ocean,” the target groups of this paper are the visitors who take the ferryboats between the routes of ”Dan Shuei – Ba Li” and ”Gu Shan – Ci Jin.” And 582 copies of effective questionnaires, employing the examinations of ”importance” and ”satisfaction” from visitors, have been collected. Cooperating with these methodologies of descriptive statistics, factor analysis, and IPA, this paper explores the possible factors of influencing (1) the significances and satisfactions of visitors; and (2) service qualities of ferryboats sailing between investigated areas.The result of this study is that there are various frameworks in influencing significances and satisfactions of visitors. Through the analysis of IPA, it shows that the managerial units in the future should focus on the following important factors: ”Keep up the good work,” ”possible overskill”, ”low priority” and ”Improvement” to effectively plan the related strategies, and then to efficiently upgrade service qualities of visitors.