隨著經營策略的轉變,顧客滿意度與顧客忠誠度成為企業越來越重視的一個概念,對企業管理而言留住顧客也成為探討的議題。本研究的目的為探討在長途客運中的服務品質、知覺價值及信任對於顧客滿意度與忠誠度之影響。為了瞭解乘客對於長途客運服務品質、知覺價值及信任的滿意程度為何,創造乘客的高滿意度,進而讓乘客產生顧客忠誠度,本研究結果提供長途客運具體建議,以提升其服務品質知覺價值及信任,增加顧客滿意度及忠誠度。 研究結果顯示,信任對於顧客滿意度及信任對顧客忠誠度有正相關的關係存在;而顧客滿意度對信任和顧客忠誠有中介效果。這顯示信任對顧客來說是衡量長途客運的標準,進而才會有滿意的情緒出現,最後達到顧客忠誠度的產生。
Along with the evolution of strategies, customer satisfaction and customer loyalty become more important concepts for business. This study is to investigate the effect of service quality, perceived value and trust to customer satisfaction and customer loyalty on the case of long distance passenger transport. Understanding customer satisfaction of service quality, creating high customer satisfaction, and then achieving customer loyalty, becomes a way to keep the better performance for long distance passenger transport. The results of this study provide suggestions to long distance passenger transport company to improve the service quality, customer satisfaction, and customer loyalty. The findings is that trust has positive influence on customer satisfaction and customer loyalty, and customer satisfaction has mediating effect on the link between trust and customer loyalty. This finding provides a business implication that customers’ perception on the operations advantage can be a determinant of their loyalty toward thecompany.