以PZB模式探討高雄市公共腳踏車服務品質的期望重視度與實際感受度

Using PZB Model for Kaohsiung Public Bike Service Quality Expectations and the Actual Perception of Importance

周昱甫(Yu-Pu Chou) ； 戴貞德(Jen-Der Day)

《商業現代化學刊》 8卷3期 (2017/08) Pp. 89-110

https://doi.org/10.6132/JCM.2017.8.4.05

摘要

在現今交通發達的世代，人們用以移動的工具包含了汽車、機車、腳踏車以及大眾運輸等等，為了因應節能減碳與運動的重要性，鼓勵民眾以腳踏車做為短程交通工具。從過往的研究文獻發現，PZB服務品質觀念模型主要是用於服務業，目的是希望能從服務業者與消費者兩者之間的互動中觀察，更加瞭解消費者需要的服務和服務業者該如何判定服務的品質，並且找出服務品質上出的問題，進而擬定策略來加以改善。本研究所提出用於高雄市公共腳踏車服務品質的期望重視度與實際感受度的PZB服務品質模型並進行分析比較。結果表明，總共有十一個問項呈現顯著，其中八個問項說明高雄市公共腳踏車以達到滿意程度，另外三個問項需要做改善，分別為：有形性3「公共腳踏車的設站點充足」、有形性4「公共腳踏車的數量充足」、保證性1「公共腳踏車客服人員具有專業知識，可提供用戶需要的資訊」有顯著性，因此本研究建議高雄市公共腳踏車服務品質要使腳踏車使用者滿意，必須針對「公共腳踏車的設站點充足」、「公共腳踏車的數量充足」及「公共腳踏車客服人員具有專業知識，可提供用戶需要的資訊」加以改善，才能使高雄市公共腳踏車使用者感到更加重視及滿意。

關鍵字

PZB模型 ； SERVQUAL量表 ； 信度與效度分析 ； 成對T檢定

並列摘要

In the contemporary traffic, people using several transportations, such as: automobile, motorcycle, bicycle, and public conveyance. The government encourages citizen to short commuter with bicycle for carbon reduction and the importance of exercise. Many empirical cases shown in the existing literature, service industry always adopting the PZB service quality model for observing the relation between service providers and consumer, which make service providers become more understand the consumer needs and find the question of service quality, then elaborating strategy to improve. This paper proposed a PZB service quality model to compare and analyze the service quality between the expected degree of attention and the perception of the actual, and which is applied in public bicycle in Kaohsiung. The results show that total of eleven are significant, there are eight significant questions are Kaohsiung public bicycle in order to achieve satisfaction, the other three questions are to be improve. So there are three questions is tangibility 3: station sufficient of public bicycle, tangibility 4: public bicycle is sufficient, and assurance 1: customer service staff of Public bicycle has professional knowledge that can provide important information for consumer needs. Thus, this study suggest that to achieve the user of public bicycle in Kaohsiung feel more important and satisfaction, the government should improve the station sufficient of public bicycle, public bicycle is sufficient, and customer service staff of Public bicycle has professional knowledge that can provide important information for consumer needs to make the user feel more satisfy.

並列關鍵字

PZB model ； SERVQUAL scale ； analysis of reliability and validity ； paired sample T test