服務品質之重視度與滿意度之研究-以Gogoro電動機車為例

由於全球暖化效應而衍生出惡劣的極端氣候，造成對環境的危害，為降低二氧化碳的廢氣排放，在2015年許多國家簽訂巴黎協定提出禁止販賣燃油車之對策，促使近幾年交通工具的替代能源逐漸變成以電力為主，我國政府也極力推動較環保之電動機車補助來促進燃油機車的汰換率，電動機車的發展也就越來越受到重視。因此本研究以銷售量最大的品牌-睿能Gogoro電動機車的消費者作為研究對象，探討消費者對於服務品質與使用體驗之重視度(也稱為「重要度」或「重要程度」)與滿意度(也稱為「滿意程度」)。統計分析的結果顯示不同「月收入」的消費者對於服務品質的五個構面(有形性、可靠性、反應性、保證性、關懷性)以及使用體驗之滿意度與重要度具有顯著差異，月收入「八萬以上」的消費者之滿意度都顯著低於月收入「四萬-低於六萬」的消費者；服務品質的五個構面與使用體驗彼此相互之間都具有顯著正相關，而且相關係數達到0.7以上。重要-績效程度分析(IPA)的結果顯示「Gogoro電池更換便利性」為應優先改善的項目，建議可在電池更換之熱門地點增加硬體設備，或是與便利超商合作以便增加更多的電池更換地點；多數的次要改善項目與服務中心的人員有關，建議加強服務中心的員工教育訓練與建立適當的評鑑制度，以便提升消費者對服務品質的滿意度。

關鍵字

電動機車； Gogoro ；服務品質；使用體驗；重要-績效程度分析

並列摘要

As the trend of global warming continues to rise, in recent years, alternative energy sources for transportation have gradually become electricity-based to reduce carbon dioxide emissions. Therefore, the development of electric vehicles has also begun to recover gradually. In 2015, many countries signed the Paris Agreement after the policy of banning the sale of fuel vehicles; Our government has also vigorously promoted subsidies for electric locomotives that are relatively environmentally friendly compared with fuel locomotives to encourage the replacement rate of fuel locomotives. In this electric locomotive market, the brand with an enormous sales volume is Gogoro Taiwan Limited. Therefore, this research will take Gogoro Taiwan Limited as an example, collect data through questionnaire surveys, and its target consumers as the research object to explore the company's service quality, satisfaction, and the influence of service quality on satisfaction. Explore the importance and satisfaction of consumers on service quality and user experience. The results of statistical analysis show that consumers with different "monthly incomes" have significant differences in the satisfaction and importance of the five dimensions of service quality (Tangibility, Reliability, Responsiveness, Assurance, and Empathy) and user experience. The satisfaction of consumers with a monthly income of "more than 80,000" is significantly lower than that of consumers with a monthly income of "40,000 - less than 60,000"; the five aspects of service quality and user experience have a significant positive correlation with each other. The correlation coefficient is above 0.7. The results of the Importance Performance Analysis (IPA) show that "Gogoro battery replacement convenience" is the item that should be prioritized for improvement. It's recommended to add hardware equipment in popular places for battery replacement, or cooperate with convenience supermarkets to add more battery replacement places.Most of the minor improvement projects are related to the personnel of the service center. It's recommended to strengthen the education and training of the staff of the service center and establish an appropriate evaluation system in order to improve consumers' satisfaction with the service quality.