服務品質與顧客滿意度關係之研究－以台灣高鐵為例

The Research on the Relationship between Service Quality and Comsumers' Satisfaction-An Empirical Case Study with Taiwan High Speed Rail

翁逸群(Yi-Chun Weng) ； 呂佳育(Jia-Yu Lu)

《立德學報》 7卷1期 (2010/11) Pp. 1-11

https://doi.org/10.7080/JLU.201011.0001

摘要

台灣高鐵通車是運輸史上的巨大改變，不論是生活型態、周遭地產、南北平衡，以及對其他交通業的衝擊，都值得探討，因為高鐵將在台灣未來的經濟結構上扮演主動脈。本研究條針對2009年台灣地區搭乘高鐵消費者為對象，採用便利抽樣法進行調查。本研究發放220份正式問卷，而收回189份問卷，後經扣除填答不全等之無效問卷39份，有效回收問卷為150份。文中：服務品質選取「有形性」、「保證性」、「可靠性」、「關懷性」、「反應性」五個因素，而顧客滿意度選取「產品」、「價格」、「服務」、「情境」、「個人因素」五個因素來做分析。研究方法係採單因子變異數分析及迴歸分析來進行研究。透過樣本之實證結果，研究結果發現：1. 顧客人口統計變數對服務品質構面有顯著的差異（部分成立）。2. 顧客人口統計變數對顧客滿意度構面有顯著的差異（部分成立）。3. 服務品質構面對顧客滿意度具正向顯著性影響（部分成立）。因此，台灣高鐵公司勢必要提升服務品質，增加顧客滿意度，以提升競爭力。

關鍵字

服務品質 ； 顧客滿意度 ； 臺灣高鐵

並列摘要

Operating of the High Speed Railway is a huge change in Taiwan history. Whether it's lifestyle, the surrounding real, north and south, as well as the impact of other transport industry, all are worth discussing, because the Taiwan High Speed Rail will act an important role in Taiwan future economic structure. This study was aimed at in 2009 in Taiwan High Speed Rail will act an important role in Taiwan future economic structure. This study was aimed at in 2009 in Taiwan High Speed Rail consumers, using convenience sampling method to investigate. This study issued 220 copies of the official questionnaire, the recovery of 189 questionnaires were incomplete and after the respondents had been deducted 39 invalid questionnaires, 150 valid questionnaires were recovered. ”visibility”, ”guarantee”, ”reliability”, ”concern”, ”reactivity” five factors and customer satisfaction, includes ”products”, ”price”, ”service” ”Circumstances” and ”personal factors” five factors for analysis. Department of research methods adopted single-factor analysis of variance and regression analysis to study. Through a sample of the empirical results, the results found that: 1. Customer demographic variables on the service quality dimensions were significantly different (partially) 2. Customer satisfaction dimensions of the demographic variables were significantly different (partially) 3. The face of customer satisfaction with service quality conformation significant positive effect (partially) Therefore, the Taiwan High Speed Rail Corporation is bound to improve service quality and increase customer satisfaction, to enhance competitiveness.

並列關鍵字

Service Quality ； Customer Satisfaction ； the Taiwan High Speed Rail