服務品質、顧客滿意度及購買意願關係之研究-以台灣高鐵為例

The Relationship of Service Quality, Customer Satisfaction, and Purchase Intention - An Example of Taiwan High Speed Rail

江秉翰(Ping-Han Chiang)

指導教授 ： 黃志文

共同指導教授 ： 牛涵錚(Han-Jen Niu)

淡江大學/管理學院/管理科學研究所碩士班/碩士(2009年)

https://doi.org/10.6846/TKU.2009.00930

摘要

台灣高速鐵路在2007年營運通車，正式加入台灣西部走廊城際運輸市場服務，讓民眾在台鐵、國道客運以及航空外多了另一種選擇。除此之外，台灣高速鐵路在各車站皆設有計程車、公車轉搭服務，並提供租車，不僅可方便利用周休二日出外休閒娛樂的民眾外，更可以使原本一到假日就水洩不通的高速公路恢復順暢，這種城際運輸市場之需求快速的成長下，使台灣走向「一日生活圈」的風貌。
高速鐵路的七大特質中，省能源：小汽車每公里所消耗的能源約為高速鐵路的8倍，飛機每公里所消耗的能源約為高鐵的5倍；低汙染：高速鐵路均以電力為能源，以此兩特質最為重要。自2007年底開始，國際油價不斷飆漲，至2008年7月，國際原油價格更高達每桶147美元的最高點，許多用油量高的交通運輸工具皆受極大影響。
本研究經由實證分析結果發現服務品質與顧客滿意度以及顧客購買意願具有顯著正向之相關性，也就是說服務品質越高，顧客滿意度及購買意願也會隨之提高，而顧客是服務品質的決定者，企業要滿足顧客之需求，當消費者對於期望與實際認知一致時，就會對服務品質感到滿意進而影響消費意願；再來，服務品質對購買意願有顯著正向之影響，消費者以金錢或物質交換有形或無形等不同產物，並自我評估交換行為，是否達到相同等級的回報；滿意度對購買意願具有顯著正向之影響，顧客滿意度越高，就可以導致越高的顧客忠誠度、再購意願、越佳的競爭優勢以及越高的市場佔有率; 最後，服務品質、滿意度對購買意願有顯著正向之影響，經由以上之論點可統整為，服務品質與滿意度越高，消費者之購買意願亦隨之提高。

關鍵字

高速鐵路 ； 服務品質 ； 顧客滿意度 ； 購買意願

並列摘要

Taiwan High Speed Rail (THSR) was officially operational in January 15th, 2007, joining city to city transportation market services in western of Taiwan, allowing people to have another choice of transportation from Taiwan railways, buses, and aviation. Furthermore, THSR provides taxi stands, bus transferring service, and car rentals, not only it is convenient for people to go outdoor for leisure and recreation, but it also helps the congested freeways restored to normal traffic flow. This rapid growth of city to city transportation market demand, leads Taiwan into “One-Day Living Circle” life style. Moreover, out of THSR’s seven characteristics, energy saving - for every kilometer that an automobile travels, the energy cost is eight times greater than THSR, and five times greater for every kilometer an airplane travels; and low pollution - the operation of THSR is by electrical power supply, therefore its pollution is reduced to very minimum, are two most important characteristics. On the other hand, due to the reason of energy shortage, which caused the increasing price of international oil from the end of year 2007; and in July 2008, the international oil price reached the climax of $147 U.S. dollars per barrel, largely affecting public transportations that use heavy loads of oils.
The research results found out that THSR’s service quality, customer satisfaction, and purchase intention has significant positive correlation, meaning the higher the service quality, the higher the customer satisfaction and purchase intention; THSR’s service quality to purchase intention has significant positive influence, which customer uses money or item to trade with tangible or intangible products, and self-evaluate its own exchange behavior whether or not has reached the same level of return; The finding of THSR’s customer satisfaction to purchase intention has significant positive influence, which the higher the customer satisfaction, leads to the higher the customer loyalty, repurchase intention, positive word of mouth, competitive advantages, and market share; THSR’s service quality and customer satisfaction to purchase intention has significant positive influence, this finding is organized according to the above issues as the higher the service quality and customer satisfaction, the higher the purchase intention of customers.

並列關鍵字

Taiwan High Speed Rail ； Service Quality ； Customer Satisfaction ； Purchase Intention

參考文獻

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