- 學位論文
模糊綜合評量應用於服務品質滿意度之研究-比較臺灣五大城市公共自行車系統
The Application of Fuzzy Comprehensive Evaluation for Comparing the Service Quality of the Public Bike Systems - A Case Study of Five Cities in Taiwan
摘要
本研究是以Parasuraman、Zeithaml 與 Berry(PZB)在1985、1988年所提出的服務品質構面—有形面、可靠面、反應面、保證面、關懷面，以及SERVQUAL量表，並結合線性結構模式來探討公共自行車服務品質與顧客滿意度之因果關係。以模糊多準則決策(Fuzzy Multiple Criteria Decision Making，Fuzzy MCDM)取得各項決策評估準則之權重，另結合模糊綜合評量，經模糊變換後客觀評估影響自動化公共自行車租賃系統服務品質的構面，用以探討顧客對公共自行車服務品質之滿意度。 本研究將針對高雄市CityBike，台北市、新北市、台中市及彰化縣YouBike五座自動化公共自行車租賃系統，以問卷調查法、模糊多準則決策分析、模糊綜合評量、模糊權重，針對民眾對自動化公共自行車租賃系統服務品質上的滿意度進行實證分析，藉此歸納出服務品質與顧客滿意度之間的因果關係，並以歸納出的關係來探討現有自動化公共自行車租賃系統的便利性與實用性。 本研究的結果顯示，新北市公共自行車在 PZB模式下的五個評量項目中，其服務品質表現均優於其他城市，高雄市的整體表現較一致但在各評量項目的服務品質表現皆低於其他城市。五城市公共自行車在有形性構面上均獲得較多的肯定，其次分別為可靠性、保證性以及關懷性構面，而反應性構面則為五城市評量項目中評量數值最低的構面，這實為五城市公共自行車需要加強及改善的部份。
並列摘要
In this thesis, the PZB Service Quality Model developed by Parasuraman, Zeithmal and Berry (PZB) in1985 and 1988 is studied. It includes the five determinants of service quality - READINESS, TRUST, COMFORT, SECURITY, and ACCESS. Moreover, a SERVQUAL model is adopted to explore the relationship between public bicycle service quality and customer satisfaction. The fuzzy multiple criteria decision making model (Fuzzy Multiple Criteria Decision Making, Fuzzy MCDM) is applied to get the weighted decision criteria. Also, derived from fuzzy weight, the objective assessment of dimensions that affect public bicycle service quality is used to investigate the customer satisfaction with the quality of public bicycle service. The five YouBike automated rental systems from the CityBike in Kaohsiung, Taipei City, new Taipei City, Taichung city and Changhua County were investigated. The questionnaire, fuzzy multiple criteria decision analysis, and fuzzy weights are utilized to find out the public satisfaction with the quality of service of the five systems. The public perception of the bike rental systems helps to analyze the relationship between the service quality and customer satisfaction. Through such a relationship, the convenience and practicality of the existing systems can be objectively concluded. The results of this research showed that the service quality of the public bicycle rental system in new Taipei City surpasses other cities’ in the five determinants of the PZB model. The overall performance of Kaohsiung’s CityBike rental system is consistent, but its performances in service quality assessment of all the five determinants are lower than other cities’. Also, the five urban public bicycle rental systems in tangibility dimension have achieved more recognition, followed by reliability, assurance and empathy. However, the responsiveness dimension is the part needing to be strengthened and improved in these five cities since it gets the lowest value assessment. Finally, the conclusions of this study wants to provide the institution providing the public bike to review the public bicycle service quality, and to effectively improve the quality of public bicycle service and enhance people's willingness to use public bicycles and loan rates, more completely to achieve carbon reduction goals.