服務品質、顧客滿意度與忠誠度關係之研究－以台灣高速鐵路股份有限公司為例

The Relationship among Service Quality, Customer Satisfaction and Loyalty of Taiwan High Speed Rail (THSR)

蕭穎謙(Ying-Chien Hsiao)

《全球管理與經濟》 5卷2期 (2009/12) Pp. 50-61

https://doi.org/10.6565/JGME.2009.5(2).4

摘要

台灣長程交通運輸以鐵公路為主，高鐵營運之後與台鐵、客運及航空公司形成市場競爭，在此競爭激烈的環境下，建立顧客忠誠度已被視為成功的關鍵。企業要成功必須留住舊顧客、開發新顧客，服務品質亦是其中重要的一環，且與顧客滿意度及顧客忠誠度有密切的關係。本研究以曾經搭乘高鐵的消費者為研究對象，以路徑分析及迴歸分析探討其服務品質、顧客滿意度與忠誠度的關係，發現服務品質對顧客滿意度有正向影響，服務品質對忠誠度有正向影響；顧客滿意度對忠誠及有正向影響。進一步以服務品質構面分別對顧客滿意度與忠誠度進行迴歸分析，發現「關懷性」對顧客滿意度具有最佳的解釋力，「服務人員與設施」對忠誠度有最佳解釋力。

關鍵字

服務品質 ； 顧客滿意度 ； 顧客忠誠度

並列摘要

The railroad and highway transportation is the main long distance transportation in Taiwan. Taiwan High Speed Rail (THSR) is the newest transportation tool. THSR compete with Taiwan Railways Administration, transport company and airlines. It is a general agreement that a basic strategy for business success is to establish the customer loyalty. If a company wants to win from competition, it has to explore new customers and retain existing customers. One of the key factors is service quality, influencing customer satisfaction and customer loyalty.Research population of this study were the customers consuming in THSR. We use structural equation models and mu1tiple regression analysis to investigate the relationship among service quality, customer satisfaction and customer loyalty. From the data analysis, we found that service quality positive affects customer satisfaction; service quality positive affects customer loyalty; customer satisfaction positive affects customer loyalty. Furthermore, we found that I Empathy J can mostly explain Customer Satisfaction, and I Employee and Facility J can mostly explain Customer Loyalty.

並列關鍵字

Service quality ； Customer satisfaction ； Customer loyalty