臺鐵車站資產活化BOT案營運模式研究：顧客滿意度績效指標評估

臺鐵局為改善財務結構而對土地建物進行資產活化，如何將資產活化的營運模式便成為重要課題，本研究以營運中的松山及南港車站BOT案為例，區分商場、飯店、辦公室及停車場營運等營運模式，研究方法則運用顧客滿意度為績效評估指標，包括人員服務、場地設施、價格促銷及規劃氛圍等構面，設計問卷對車站顧客實施調查以探討最佳之車站BOT營運模式。研究發現，松山及南港車站BOT案普遍獲得顧客肯定，未婚且收入較低之年輕族群滿意度最高；業種部分餐飲表現最佳、飯店最低。研究建議車站BOT案應就餐飲之規劃氛圍與生活便利之價格促銷進行改善；未來車站BOT案規劃建議以既有商圈且旅次高地區之車站為優先，並以學生或者社會新鮮人為主要目標客群；此外，商場開發應以餐飲及生活便利等業種為主，並保留相當之辦公室面積以創造消費人潮及增加其開發效益。

關鍵字

BOT ；營運模式；績效評估；顧客滿意度

並列摘要

The Taiwan Railways Administration (TRA) has started to activate the assets of land and building to improve the financial structure. This study takes the BOT project of operated Songshan and Nangkang stations as research object. We divide the operation mode into mall, hotel, office and parking area. The research method applies customer satisfaction as performance evaluation indicators include personnel service, venue facilities, price promotion and planning atmosphere, and designs questionnaires to conduct surveys on station customers to explore the best station BOT operation mode. The result shows that most of customers give positive feedback on Songshan and Nankang Station BOT projects. Especially, the unmarried and low income young people are the most satisfied group. The restaurant was ranked in the best satisfaction and the hotel was in the worst. It's considered the restaurant atmosphere and promotion price of living convenience as the improvement factors of station BOT project. Moreover, when TRA plan BOT project in the future, it is necessary to consider existing business district and high frequency traveling station as priority condition and the main target group will be student and fresh graduate. Furthermore, development of shopping mall should focus on catering and living convenience, and keep a certain office area to create consumer population and increase development benefits.