服務品質與價值對消費者滿意度及行為意向之影響－以台灣國道為例

Effects of Service Quality and Value on consumer satisfaction and behavior intention － Taiwan National Freeway

侯佩怡(Pei-Yi Hou)

指導教授 ： 譚伯群

崑山科技大學/商業管理學院/企業管理研究所/碩士(2009年)

https://doi.org/10.6828/KSU.2009.00083

摘要

自國道客運路線開放申請經營後，多家業者在這個市場相互競爭，隨著時代的變遷，消費者意識抬頭，很多業者開始重視對乘客行為意向的服務。以往對消費者行為意向的研究，僅著重於服務代價、服務價值對消費者行為意向之影響，較缺乏探討服務品質、顧客滿意度與移轉障礙之影響。本研究企圖將上述各構念皆納入考量，俾更能深入解析乘客的行為意向。
為驗證所建構之模式在國道客運業的適配性，本研究採用線性結構關係模式作為分析工具，進行確認性因素分析與路徑分析。研究對象包含長程路線的台北台南線三家客運公司，與中程路線的台中高雄線三家客運公司，而調查方式則於各公司候車站隨機發放問卷，由乘客現場填寫後回收，或帶回填寫後以郵寄方式回收。
分析結果顯示，乘客知覺之服務價值為影響顧客滿意度與消費者行為意向最主要的因素。在影響服務價值的變數中，乘客知覺之服務代價的負向影響大於服務品質的正向影響。乘客知覺之移轉障礙中除人際關係對消費者行為意向之影響未達到統計的顯著性外，其餘的移轉成本與替代品吸引力之影響經檢定後均成立。

關鍵字

國道客運 ； 服務品質 ； 顧客滿意度 ； 移轉障礙 ； 消費者行為意向

並列摘要

After the route of the National Freeway passenger transportation opened application management, many companies possessionses compete mutually in this market, along with time vicissitude, the consumer realizes gains ground, Many companies start to take seriously the passenger behavior intention service. The past research only stressed the effects of service sacrifice and service value on consumer beha vioral intentions, while lacking the understanding of the effects of service quality, customer satisfaction and switching barriers. This study attempts to take all the above – mentioned constructs in consideration and hopes to explain passenger behavioral intentions more.
To test the adaptability of the construction model to the scheduled bus service on national freeway, this study adopted the analytical tool of Linear Structural Relations (LISREL) and did the confirmatory factor analysis and path analysis. The research subjects include three companies both in the Taipei-Tainan route of the long-distance scheduled bus service and the Taichung-Kaohsiung route of the mid-distance scheduled bus service. The investigation way waits the station stochastic provide questionnaire in various companies, after passenger scene filling in recycles, or brings back to filling, mails the way recycling.
According to the result of this study, passengers’ perceived service value is the main factor that affects customer satisfactio n and consumer behavior intentions. Of all the variables affecting service value, the negative effect of passengers’ perceived service sacrifice exceeds the positive effect of service quality. All the factors of passengers’ perceived switching barriers, except that the effect of interpersonal relations in switching barriers to consumer behavioral intentions does not reach the statistically significant level, the other hypotheses of causal relationships of perceived switching costs and attractiveness of alternatives are verified.

並列關鍵字

Scheduled Bus Service on National Freeway ； Service Quality ； Customer Satisfaction ； Switching Barriers ； Behavioral Intention

參考文獻

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