智慧型大眾運輸服務系統服務品質與顧客滿意度之探討-以大台南公車為例

The Discovery of Intelligent Transportation System Service Quality and Customer Satisfactions-A Case Study of Tainan City Bus

陳姵妤(Pei-Yu Chen)

指導教授 ： 吳靖純

義守大學/電機資訊學院/資訊管理學系/碩士(2016年)

摘要

台南市政府藉由智慧城市大力改造台南市種種問題，並以智慧交通與低碳城市為目標，希望藉此改善台南以往公車班次不足、服務範圍不周全及公車脫班等問題，來提高公共運輸效率與服務品質，同時鼓勵人民多加搭乘大台南公車系統，使得台南市可以減少交通壅塞與碳排放的問題，為台南市低碳城市與綠色運輸的發展打下基礎。
本研究主要目的是在於瞭解大台南公車系統經過重建以及結合智慧交通的概念並在公車車體之內部設有智慧裝置後，其「乘客特性」、「服務品質」、「顧客滿意度」與「顧客忠誠度」等變項之間的關係。本問卷發放方式是採用非機率抽樣之立意取樣（judgment sampling method）的方式，以實地搭乘智慧型大眾運輸系統–大台南公車之乘客做為本研究的受測對象，本問卷共發放370份，經刪除填答過於集中以及題項作答遺漏太多的問卷共43份後，有效問卷共回收308份，有效回收率為83.2%。
本研究針對308份有效問卷，運用敘述性統計、因素分析、信度分析、相關分析、迴歸分析、獨立樣本t檢定與單因子變異數分析進行研究樣本分析。各構面透過信度分析結果具有一定的信度，另外經由回歸分析服務品質、顧客滿意度與顧客忠誠度三個構面均達顯著差異。

關鍵字

智慧運輸 ； 台南市公車 ； 服務品質 ； 顧客滿意度

並列摘要

The Tainan City Goverment endeavoured to reform the problems of Tainan City; However, in older to improve the problems of low frequency, unpunctual bus routes and poorly services area,they set target for the project of "Intelligent Transportation" and "Low carbon city" to increase efficiency of the public transportation and service quality. At the same time, to decrease the traffic jam and carbon emission, Tainan City Goverment encouraged the citizens to use "Tainan City Bus" frequently. It will lay a foundation of the "Low carbon city" and "Green Transport"s' developmet.
The purpose of the study was to comprehend the relationship of Taina City Bus' "Quality of Service", "Customer Satisfaction" and "Customer Loyalty" which was after reconstruction, combining intelligent transportation and setting the smart devices in the bus. Non-probability sampling judgment sampling method refer to our survey questionnaires and the object of study are the passengers of the Intelligent Transportation System - Tainan City Bus. The grand total provides 370 questionnaire, recycling effective questionnaire 308 after delete overly focesd and omitted fillout questionnaire 43, the effective questionnaire recycling a rate 83.2%.
This research focus on the recycling effective questionnaire 308 to apply in descriptive statistics, factor analysis, reliability analysis, related analysis, regression analysis, independent-samples t test and one way ANOVA) that proceeded study sample analysis. All kinds of perspectives have definite reliability by "Reliability Analysis", in addition, the obvio;us diversity of quality of service, customer satisfaction and customer loyalty have reached by "Regression Analysis".

並列關鍵字

Intelligent Transportation ； Tainan City Bus ； Quality of Service ； Customer Satisfaction

參考文獻

16.Hurley, R. F. and Estelami, H.（1998）, “Alternative Indexes for Monitoring Customer Perceptions of Service Quality: A Comparative Evaluation in a Retail

一、 中文部分

1.王彬如（1995），遊憩體驗歷程之探討分析–以環島鐵路花蓮二日遊為例，中國文化大學碩士論文。

2.王作成、何曉群（2004），揭開顧客滿意度的神秘面紗，市場研究，第九期，頁6-7。

3.台南市政府全球資訊網（2015），市政新聞。