量測大眾運輸常乘顧客之再購動機研究－以台灣高速鐵路與台灣鐵路自強號為例

Measuring the Repurchase Motivations of the Repeat Patrons on Public Transportation－A Case Study of Taiwan High Speed Rail and Tze-Chiang Express of Taiwan Railway

林詠晴(Young-Ching Lin)

指導教授 ： 楊政樺

國立高雄餐旅大學/餐旅學院/旅遊管理研究所/碩士(2010年)

摘要

高速鐵路在台灣西部走廊正式營運後，非僅增加旅客在長程、中長程旅行的運具可選擇方案，更讓台灣高鐵與台鐵的競爭更加白熱化。從諸多行銷文獻可知，發展以顧客為基礎的品牌資產是企業實施防禦性行銷策略的根本之道，以確保顧客能持續對某特定品牌保有忠誠度。
本研究特針對台灣高鐵與台鐵自強號長程與中長程常乘顧客，暸解其再購動機脈絡，而是否願意持續對特定品牌進行再購的動機，本質上是一種抽象的無形價值，本研究應用在心理量測與教育測驗領域常被用來衡量人類某種「潛在心理特質」的「羅序模式」從事資料分析。實證分析結果發現阻礙台灣高鐵再購服務屬性依序為「票價合理性」、「搭乘地點的便利性」與「轉乘接駁的便利性及班次頻率」，促使其再購服務屬性依序為「行駛速度」、「車廂之整潔度」與「車站內環境之整潔及美化綠化」；而阻礙台灣鐵路自強號常乘顧客再購服務屬性依序為「列車車次準點性」、「無障礙空間設計」與「乘車資訊清楚性與時刻表資訊更動頻率」，促使其再購服務屬性依序為「搭乘地點的便利性」、「轉乘接駁的便利性及班次頻率」與「票價合理性」。
從分析結果歸納出以下管理意涵：台灣高鐵－1.促銷、優惠同時提昇服務品質。2.建立完善聯外交通轉運網。3.擬定服務回應標準流程達到全面品質管理。4.降低設備故障及提昇維修品質確保行車安全。台鐵自強號－1.提高準點率與減少旅客知覺等候時間。2. 教育服務人員與精進設備。3.制定行銷策略以保留中長程常乘顧客。並且建議兩鐵須落實「保留並分析目標顧客」、「發展複合運輸互惠合作」與「不斷超越旅客的期待」以達永續經營化。

關鍵字

顧客保留 ； 台灣高鐵 ； 台鐵 ； 關鍵事件技術法 ； 羅序模式

並列摘要

Since the official operation of the Taiwan High Speed Rail (THSR) in the west region of Taiwan, it has provided an alternative transportation option for medium and long distance passengers, and also intensified the competition between THSR and Taiwan Railways (TRA). Various marketing studies have indicated that developing customer-based brand equity is essential for companies in carrying out the defensive marketing strategies. It ensures that the customers will maintain the brand loyalty continuously for a particular brand.
This study focuses on frequent passengers of THSR or TRA Tze-Chiang Express for medium or long distance travel, in order to explore the context of repurchase motivation. The repurchase motivation of a particular brand is an abstract and intangible value. This study applied Rasch Model for data analysis, which has been commonly used in psychological measurement and educational testing to measure certain latent traits of subjects. The empirical results indicate that the attributes that hinder the repurchase service of THSR are listed in the following order: “reasonable price”, “convenience of station locations” and “ease of transfer and frequency of connection service”; the attributes that increase the repurchase service of THSR are: “operating speed”, “cleanliness of the carriage” and “clean and green environment inside the stations”. On the other hand, the attributes that hinder the repurchase service of TRA Tze-Chiang Express are: “trains on schedule”, “design for the barrier-free environment” and “clarity of train information and frequency of the timetable change”; the attributes that increase the repurchase service are: “convenience of station locations”, “ease of transfer and frequency of connection service” and “reasonable price”.
The management implications are summarized as follows. THSR should: (1) offer promotions while improving service quality; (2) establish well-connected transit networks for joint transportation; (3) set up response standard process to achieve total quality management; (4) reduce machinery breakdowns and improve maintenance quality to ensure road safety. As for TRA Tze-Chiang Express, it should (1) improve the train on-time rate and minimize the perceived waiting time for passengers; (2) modify business strategies, educate the staffs, and streamline the equipments; (3) formulate marketing strategies in order to preserve frequent customers traveling in mid-to-long distance. In addition, in order to keep perpetual operation, it is recommended that the two companies should analyze the target customers and precisely stimulate the critical service attributes, cooperate to develop intermodal trasportation and continuously exceed customers’ expectations.

並列關鍵字

Customer Retention ； Taiwan High Speed Rail ； Taiwan Railways ； Critical Incident Technique ； Rasch Model

參考文獻

姚漢禱、邱炳坤、陳詩園（2009）。反曲弓射箭競賽項目技術表現分析。測驗統計年刊，17，23－38 。

張火燦、余月美，（2008）。服務品質、顧客滿意度與顧客忠誠度關係之研究。明新學報，34（1），127－140。

張燦明，（2005）。台中地區量販店顧客滿意度與忠誠度關係之研究。修平學報， 10，153－174。

胡凱傑、任維廉、李欣宜，（2010）。延遲原因資訊與服務補救對歸因可控制性與顧客反應之影響：以台鐵為例，運輸學刊，22（1），21－50。

胡凱傑、任維廉、陳建元，（2009）。服務保證與知覺等候經驗對旅客滿意度與再購意願之影響：以台鐵為例。運輸學刊，21（4），355－384。