市區客運服務創新及服務品質對知覺價值與滿意度關係之探討-以高雄市為例

Discussion on the Relationship between Passenger Service Innovation and Service Quality in Urban Area to Perceived Value and Satisfaction Degree- Take Kaohsiung City as an Example

方嘉強(Jia-Qiang Fang)

指導教授 ： 李樑堅

義守大學/管理學院/管理碩博士班/碩士(2018年)

摘要

市區公車系統在面臨市場多元化的時代，必須不斷提出創新服務及培養優秀且專業的服務人員，其最終目的不外乎是增進顧客满意度，進而提升高雄市區公車使用率，讓市區公車的營運能更加便捷且運量能再創新高。
本研究以高雄市公車為例，以市區公車服務創新、服務品質為因變數，顧客滿意及乘客知覺價值為依變數，探討其彼此間之關係。本研究採用問卷調查，針對高雄市公車搭乘之乘客作為調查對象，運用網路問卷隨機抽樣進行實證研究，共計發放316份問卷，有效回收問卷為283 份，回收率為89%。研究結果顯示：服務創新與服務品質對顧客滿意度有顯著正向影響；服務創新與服務品質對乘客知覺價值有顯著正向影響；乘客知覺價值對顧客滿意度有顯著正向影響；在敘述性統計分析中，發現服務創新、服務品質、滿意度皆有中高度認同，惟乘客知覺價值認同度不高，表示高雄市公車的便利性及時間性上，尚有改善空間；另在人口統計變異數分析可以發現受訪者的性別對服務創新、服務品質、乘客知覺價值、滿意度無顯著性差異，受訪者的年齡對於服務創新具有顯著性差異，受訪者的教育程度對於服務品質、乘客知覺價值具有顯著性差異，受訪者的職業對於服務創新、服務品質、乘客知覺價值具有顯著性差異。
未來期許高雄市公車業者必須經常提出創新服務，且以乘客需求為考量，持續提升服務人員的專業知識以及對乘客的主動關懷，並以服務品質推動及加強與乘客之間的互動，讓乘客對於高雄市公車的認同度提高，進而提升乘客的使用率。

關鍵字

顧客滿意度 ； 服務創新 ； 服務品質 ； 乘客知覺價值

並列摘要

In the era of diversified facial fabric markets, the urban bus system must constantly propose innovative services and train excellent and professional service personnel. Its ultimate goal is nothing more than to increase customer satisfaction, and thus to increase the use of buses in the Kaohsiung urban area. The operation of buses can be more convenient and the traffic volume can reach new heights.
This study takes the bus in Kaohsiung City as an example. Based on the changes in the urban bus service innovation and service quality, customer satisfaction and passenger perceived value change, the relationship between them is discussed. In this study, a questionnaire survey was conducted on passengers boarding a bus in Kaohsiung City. A random sample of the Internet questionnaires was used to conduct an empirical study. A total of 316 questionnaires were sent, and 283 valid questionnaires were returned. The recovery rate was 89%. The results show that: service innovation and service quality have a significant positive effect on customer satisfaction; service innovation and service quality have a significant positive impact on passenger perception value; passenger perception value has a significant positive effect on customer satisfaction; In the narrative statistical analysis, we found that service innovation, service quality, and satisfaction all have a high degree of recognition. However, the perception of passengers' perceived value is not high, indicating that there is still room for improvement in the convenience and timeliness of buses in Kaohsiung City; Another analysis of demographic variation revealed that there was no significant difference in respondents' gender in terms of service innovation, service quality, passenger perception value, and satisfaction. Respondents' age was significantly different from service innovation. There is a significant difference in the degree of service quality and perception value of passengers. Respondents' occupations have significant differences in service innovation, service quality, and passenger perception value.
In the future, bus operators in Kaohsiung City must constantly propose innovative services and take passenger demand as a consideration, continue to enhance the professional knowledge of service personnel and active care for passengers, and use service quality to promote and enhance interaction with passengers so that passengers can The recognition of buses in Kaohsiung has improved and passenger usage has increased.

並列關鍵字

Customer Satisfaction ； Service Innovation ； Service Quality ； Passenger Perception

參考文獻

一、中文文獻：

1.王瑞民（2011）。高雄市發展大眾運輸之問題與改善對策探討。2012年9月20日，取自http://cit.org.tw/attachments/069_069_45高雄市發展大眾運輸之問題與改善對策探討.pdf

2.交通部統計處(2017)。105年民眾日常使用運具狀況調查運具次數市占率交叉統計表，取自https://www.motc.gov.tw/ch/home.jsp?id=1679&parentpath=0%2C6&mcustomize=statistics105.jsp&qclass=201709150001

3.交通部網站（2012）。交通年鑑（89-99年）。2012年9月20日，取自http://210.69.99.7/motchypage/hypage.cgi?HYPAGE=yearbook.asp。

4.任維廉（2000），「公車駕駛員工作壓力模式之研究」，都市交通季刊，. 15（2），頁1-14。