運用服務藍圖與DEMATEL分析服務流程之研究－以高雄捷運為例

Applied Service Blueprint and DEMATEL Analysis to Service Process- A Case Study of The Kaohsiung Mass Rapid Transit

劉春初(Chun-Chu Liu) ； 陳怡蓁(Yi-Chen Chen) ； 王澤宇(Tze-Yu Wang)

《觀光與休閒管理期刊》 6卷2期 (2018/12) Pp. 176-188

https://doi.org/10.6510/JTLM.201812_6(2).0015

摘要

近年來政府積極推動各項綠色環保政策，鼓勵民眾搭乘大眾運輸工具是其中的重要一環，高雄市政府交通局亦於2015年提出「永續綠交通」之政策，主要目的也是為了提升高雄市民的大眾運輸搭乘率。高雄捷運做為高雄綠色交通先驅，顧客對於其服務品質的重視程度日益提高，故本研究藉由顧客意見尋找服務缺失之處，以供高雄捷運改善之用，並期能提供更完善的交通服務。本研究目的係為建構高雄捷運之服務藍圖，並尋找其服務誤失之處，以深度訪談搭乘頻率高之顧客，藉此建立高雄捷運服務藍圖，並於藍圖中標示服務失誤及等待點，輔以文獻探討中尋找顧客對高雄捷運不滿意及顧客認為服務失誤之處，再經由決策實驗室分析法（DEMATEL）探討評選因子間之關聯與影響強度。研究結果顯示「D：車站內提供清楚易懂的指引標示」、「I：美麗島站轉乘動線」、「K：捷運轉乘便利性」、「L捷運周邊交通規劃」、「H：捷運轉乘等候時間」、「J：接駁大眾運輸工具相關資訊提供」六項評估因子為企業需優先改善之項目，但「H：捷運轉乘等候時間」、「J：接駁大眾運輸工具相關資訊提供」兩項評估因子位於果群中，受到其他因素影響，因此需由影響此兩項評估因子的項目著手改善，最後根據顧客搭乘經驗彙整顧客認為高雄捷運創新之處供相關單位參考。

關鍵字

高雄捷運 ； 顧客滿意度 ； 服務藍圖 ； 服務失誤 ； 決策實驗室分析

並列摘要

In recent years, the government actively promotes Green Policy like the encouragement of the use of public transportation. Transportation Bureau in Kaohsiung City Government raise 「Green! Sustainable Transportation」 in 2015. The development of economy in Taiwan raises the importance of the quality of customer service. This research aims to improve customer service in Kaohsiung MRT via the analysis of mistakes found and retrieved from customer comments. The purpose of this research is to build a service blueprint for Kaohsiung MRT and find its mistakes from customer service. The service blueprint was constructed via interviews. By interviewing those passengers who are highly dependable of MRT, failure point and waiting point are able to mark in the blueprint. Mistakes from customer service and unsatisfied comments were found from literature review and discuss the relation between evaluation factors and affect the intensity via DEMATEL. The result shows that D: the clearer sign in the station, I: the transfer routes in Formosa Boulevard, K: the convenience of the transfer, L: the organization of the transportation near MRT stations, H: the waiting time of the MRT and J: information of shuttle transportation are the six items needs prior improvement. The two evaluation factors （that Is H and J） are within result group and are influenced by other factors. Therefore, they are improved based on the factors which influence them. Last but not least, the innovations for Kaohsiung MRT collected from passengers are provided to related units for further references. how this farm floated on water. This house and its vegetable garden did not float, but were arranged on a ground and stone slope which had been built by the peasant.

並列關鍵字

Kaohsiung MRT ； Customer satisfaction ； Service blueprint ； Service Failure ； DEMATEL