市民滿意度前因後果因素關聯性研究-----以台中市為例

本研究根據Cobalt社區研究公司的市民整體滿意度調查問卷(ccss)，加以修正建構市民整體滿意度模型，目的是探討台中市民對市政府服務品質與整體滿意度，生活品質認知以及市民的行為意圖之關聯性。研究對象以分層隨機抽取原台中市（市區）4個行政區、原台中縣（市郊）6個行政區，從2012年4月1日至2012年5月15日再以便利抽樣抽取男性市民282人、女性市民357人共639人，並以部分最小平方建構模法(Partial Least Squares Path Modeling, PLSPM)對模型加以驗証。研究結果顯示整體市民在服務品質體驗項目當中，平均而言，對於購物方便性有較佳的評價，其平均值皆在6以上；對於經濟穩定性的評價最低，其平均值皆在5以下；市民的整體滿意度，其平均值皆在5以上。在模型解釋能力方面，市民整體滿意度的決定係數( )達到68.7%，市民行為意圖的決定係數( )達到72.4%，顯示本研究所提出的模型具有良好的解釋能力。影響市民整體滿意度主要因素依序為資訊電信服務品質、公園休閒場所服務品質、社區活動服務、經濟穩定性、圖書館服務品質、警察服務、市政府（區公所）服務。而生活品質認知為市民整體滿意度影響市民行為意圖之中介變數。在市郊(原台中縣)與市內(原台中市)社區市民服務品質體驗之差異性的分析，顯示在大台中合併之後，除了購物方便性之外，仍然存在明顯的城鄉差距。這項研究調查，提供了市政府應該改進的地方，讓台中市期望變成最佳居住地，提升居民的生活品質。

關鍵字

服務品質、市民整體滿意度、市民行為意圖、生活品質認知

並列摘要

This study follows the Citizen Satisfaction Survey, which is created by the Cobalt Community Research partnered with CFI Group, to construct the modified Citizen Satisfaction model for investigating the government service quality, overall satisfaction, perception of life quality and behavioral intention of Taichung citizens. Subjects stratified random sample of Taichung City (Urban), four administrative districts Taichung County (outskirts) six administrative districts from April 1, 2012 to May 15, 2012 including 282 male and 357 female citizens, and using partial least squares constructed mold method (Partial Least Squares Path Modeling, PLSPM) to verify the model. The research results show that the overall public service quality experience project which, on average, a better evaluation for the shopping convenience and the average are more than 6; lowest evaluated for economic stability, the average are less than 5; the average of overall satisfaction are more than 5. The determination coefficient of overall satisfaction is 68.7%, the determination coefficient of behavioral intention is 72.4%, these results show that the proposed model has good explanatory power. The order of factors affecting the community's overall satisfaction are information telecommunication service quality, Park leisure facilities service quality, community activities services, economic stability, the quality of library services, police services, and government service quality. The perception of life quality is the mediator between overall satisfaction and behavioral intention. This study also shows that after the merger of the Greater Taichung, there are still significant gap between urban and rural areas. This study suggests that the municipal government should be improved, to let Taichung City expect to become the best places to live, to enhance the quality of life.