高速鐵路服務品質、顧客滿意度
及再搭乘意願關係之研究

全球高速鐵路具備安全性、快速性、準點、載運大、用地少、省能源與低污染的運輸特性，傳統鐵路已無法滿足城市間的運輸服務需求，再者在目前能源價格日益高漲以及環境保護的要求，高速鐵路已逐漸取得城市間運輸的優勢地位，並能帶動國家區域的一大發展。然而隨著消費者意識的抬頭，單純的載運不再被消費者所接受，且在價格與功能已經不再是消費者決定的主要決定因素，再搭乘的過程中所享受到的服務才是消費者重要考慮因素，因此，在高速鐵路此項交通工具面對著大環境，除了帶給消費者相當的便利性外，還必須考驗其所提供的服務能否為消費者所接受。本研究模式經由 LISREL 之驗證分析後發現，服務品質會影響顧客滿意度，而顧客滿意度會影響顧客忠誠度，由各構面間相互的影響效果來看，服務品質透過滿意度對再搭乘意願有正向的直接與間接效果。本研究再次說明出在服務產業中，服務品質的重要性。

關鍵字

台灣高速鐵路,服務品質,顧客滿意度,再搭乘意願

並列摘要

Taiwan High Speed Rail (THSR) formally provides transport service in 2007. As the cost of energy and demand for environmental protection escalates, high-speed rails have gradually surfaced as a competitive mode of transport in cross-township traveling. Due to the fast advancement of technology, life steps of many people have geared up. How to satisfy customers’ transportation demand and increase their again rides intention is a very import issue for transportation industry. Based on the assumption that customers’ satisfaction and loyalty may affect their again rides intention, the major purpose of this research executes statistics analysis by using Structural Equation Modeling (SEM), and focus on the different effects of Taiwan High Speed Rail’s service quality, customer satisfaction and reride intensions. In order to make the business strategy on Taiwan Railway and have close look on customer needs is essential. Overall, the entire model fit is acceptable. It is pointed that the whole theory model of this study completes the standard of the fit test. To sum up, the result shows the indeed influential relationship among the four concepts. For the direct effect, service quality to customer satisfaction, customer satisfaction to reride intentions and service quality to reride intentions all lead a direct positive relationship.

並列關鍵字

Taiwan High Speed Rail, Service Quality, Customer Satisfaction, Reride Intensions

參考文獻

5. 翁崇雄(民87)。「期望服務與服務績效影響服務品質評量之研究」。台大管理論叢，9（1），頁153- 176。

20. Hempel, D.J(1977).” consumer satisfaction with the Home Buying Process: Conceptualization and Measurement”, Marketing Science Institute.

01. Anderson, J. C. & Gerbing, D. W. (1998). Structural Modeling in Practice: A Review and Recommended Two-step Approach. Psychological Bulletin, 103 (3), pp. 411-423.

02. Anderson, E., Fornell, C. and Lehmann, D. R. (1994). “Customer satisfaction, market share and profitability: Findings from Sweden,” Journal of Marketing, 58(3), pp. 53-66.

03. Bagozzi, R. P., & Yi, Y. (1988). On the Evaluation of Structural Equation Models. Academy of Marketing Science, 16, 1, pp. 74-94.

國際替代計量

高速鐵路服務品質、顧客滿意度及再搭乘意願關係之研究

全文下載

主題瀏覽