台灣鐵路管理局服務品質對顧客滿意度與再搭乘意願關係之研究－以都會區車站為例

The research of relationship among service quality, customer satisfactions and reride intentions in Taiwan Railway Administration －A case study of megalopolitan stations

曾國禎(Kuo-Chen Tseng)

指導教授 ： 曾信超

共同指導教授 ： 陳俊郎

長榮大學/管理學院/經營管理研究所(博)/碩士(2006年)

https://doi.org/10.6833/CJCU.2006.00023

摘要

台灣鐵路管理局（以下簡稱台鐵）向來肩負我國大眾交通運輸之任務，影響國民日常生活甚深，尤其是就台灣西部之南北交通幹線而言，鐵路可謂是台灣經濟活動之重要運輸動脈。然而，隨著高速公路客運的成長與高鐵的即將加入營運，台鐵的長途運輸優勢將面臨挑戰，故台鐵惟有致力於贏取顧客認同及喜愛，才能確保其競爭優勢。
　　由研究結果得知，乘客對台鐵各項服務品質的重視程度及滿意程度有顯著性差異，且各項服務品質的重視程度均高於滿意程度，此代表乘客對於服務品質的重視程度高，卻未能感受到相對的滿意。經統計分析後，本研究發現不同車站的乘客，在服務品質構面的重視程度及顧客滿意構面上的滿意程度，均有顯著性差異；且彰化車站乘客，在服務品質重視程度的三個構面中，相對於台中車站的乘客均有較高的重視程度；另，台中車站及彰化車站的乘客，幾乎在顧客滿意構面上的滿意程度皆高於其他四個車站的乘客。
　　研究結果發現，乘客在顧客滿意度與再搭乘意願是有顯著正相關，且乘客在顧客滿意度中的「可靠滿意」、「互動滿意」及「便利滿意」等三個構面，與再搭乘意願中的「搭乘忠誠」構面間呈現顯著性的正相關；另，「可靠滿意」及「便利滿意」等二個構面，亦與再搭乘意願中的「推薦捍衛」構面間呈現顯著性的正相關。本研究亦經由LISREL分析結果得知，顧客滿意度於本研究架構中，深具中介變項之效果，此意味著顧客滿意度對台鐵乘客之再搭乘意願，確實起了影響的作用。根據乘客對服務品質的重視程度及滿意程度之差距分析得知，其應優先改善的項目為：「列車準點到達」、「突發狀況之處理快速，令人安心」，「車站環境相當整潔，廁所清潔沒臭味」、「車站服務人員會主動告知旅客列車晚點情形」、「車站對旅客的抱怨，能圓滿處理」及「車站服務人員耐心聽取旅客意見，並迅速解決」等，此六項目意味著乘客對於這些服務品質的重視程度高，但台鐵卻無法使乘客感到相對的滿意；因此，台鐵應從此一服務品質之缺口著手改進，以期提升乘客的顧客滿意度，進而獲取乘客的再搭乘意願。

關鍵字

鐵路 ； 服務品質 ； 顧客滿意度 ； 再搭乘意願

並列摘要

Taiwan Railway Administration (TRA) is in charge of Taiwan’s public transportation that influences people’s daily life deeply. Especially in north-south corridor in western Taiwan, the railway is vital to Taiwan’s economic activities. However, with the growth of expressway transport and initiation of high-speed railway, TRA will face challenge in long distance transportation. Therefore, TRA makes effort in get customers’ identification and affection to maintain competitive advantages.
The research results show that passengers’ attention to and satisfaction with TRA service quality are significant different. And attention to service quality is higher than satisfaction with service quality. That implies passengers pay more attention to service quality but not feel satisfaction. Through statistic analysis, passengers’ attention to and satisfaction with service quality in different stations are significant different; and “attention to service quality” of passengers in Changhua station is higher than that in Taichung station. Moreover, customer satisfaction of passengers in Taichung and Changhua is higher than that in other four stations.
Furthermore, the researcher finds 1) customer satisfaction and reride intentions have a significant positive correlation; 2) “reliable satisfaction”, “interactive satisfaction” and “convenient satisfaction” of customer satisfaction have a significant positive correlation with “ride loyalty” of reride intentions; 3) “reliable satisfaction” and “convenient satisfaction” have a significant positive correlation with “recommendation / defense.” Via LISREL, the results also show customer satisfaction has an intervening effect in this research structure. Customer satisfaction indeed influences the passenger’s reride intentions. According to variation analysis of attention to and satisfaction with service quality, items that should be improved are “on-time arrival,’’ “dealing with sudden situation rapidly to feel at ease,” “cleaning station environment with no stink in toilets,” “informing passengers of trains delay actively,” “dealing with passengers’ complaint perfectly,” and “hearing passengers’ suggestions patiently and resolving them quickly.” All implies that passengers pay more attention to service quality but TRA couldn’t satisfy passengers. Therefore, TRA should shorten the cognition gap in service quality to promote passengers’ satisfaction for advancement of passengers’ reride intentions.

並列關鍵字

Railway ； Service quality ； Customer satisfactions ； Reride intentions

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