旗津鼓山線渡輪早年乃作為往返旗津與鼓山兩地之間的重要交通工具。隨著經濟的發展與時代的變遷,此航線的存在,不僅侷限於提供兩地居民往返通勤之用,其所具有的獨特歷史風味,更吸引大批鄰近地區居民在週休假日前來搭乘,以滿足其休閒旅遊的需求。有鑑於此,高雄市政府逐步的更新相關的硬體設施,除了輪渡站站體的重建以及船體更新之外,更進一步的將管理單位公司化,期望藉由服務品質的提升豐富乘客的體驗,以改善其經營績效。因此本研究乃針對前往搭乘渡輪的乘客滿意度做深入的探討,除衡量其對於渡輪服務的各項軟硬體設施與服務設計的滿意度以外,亦進一步的討論其社會經濟背景、旅遊特性、滿意度之間的關係,以提供經營管理者在管理上的參考。本研究採便利抽樣法,共取得411份有效問卷。研究結果發現,有高比率的遊客願意再次重遊旗鼓線渡輪;觀賞高雄港的景色風光是乘客最期待也是最滿意的部分;旗鼓線渡輪的乘客的滿意度與其社會經濟背景與旅遊特性息息相關;乘客對各個面向的硬體設施與軟體服務的滿意度將會影響其整體的滿意度。據此,本研究建議,欲提升乘客的整體滿意度,需要針對遊客的特質與需求,以系統性的服務行銷思維來制定各項軟硬體設施與服務流程計劃。
CiJin-Gushan ferry, from the early years, had been taken an important means of transporting between CiJin and Gushan. As time changes, this route is not just limited to the commuting purpose, but it is regarded as an important tourism attraction in South Taiwan. As a result, the administrator, Kaohsiung City government, has conducted a series of projects to level up the service quality, such as renew both the buildings of ferry stations and ferryboats in 2009. Furthermore, the government established the Kaohsiung Shipping Company to manage the business hoping which would make its performance better. In this study, the passengers’ satisfaction as well as the expectation in various aspects is evaluated so as to gain a comprehensive perspective. Also, the relationship among expectation, satisfaction, socio-economic status, and travel characteristics is also examined. The results indicates that: (1) a high ratio of willingness of revisit; (2) having sightseeing of Kaohsiung Harbor when taking ferry is what passengers expected ex ante and satisfied them the most; (3) passengers’ satisfaction is significantly affected by socio-economic status and travel characteristics; (4) overall satisfaction is influenced by satisfaction degree of different aspects of the ferry services. Based on the results, this study suggests that a program of progression of passenger satisfaction should be systematically made based on marketing thinking.
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