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題名:旅客認知服務品質、轉換成本、價值與忠誠度關係之研究---以台灣高速鐵路公司為例
作者:周萍芬
作者(外文):Pin-Fenn Chou
校院名稱:國立成功大學
系所名稱:交通管理學系碩博士班
指導教授:張有恆
呂錦山
學位類別:博士
出版日期:2009
主題關鍵詞:服務品質轉換成本旅客價值旅客忠誠重要性-績效分析線性結構方程模式Switching costsService qualityPassenger loyaltyStructural equation modelingPassenger value
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本研究以台灣高速鐵路旅客為研究對象,探討服務品質、轉換成本、旅客價值、與旅客忠誠之間的關係。研究結果指出,「列車的準點性」、「行駛中的安全性」、「行駛中的穩定性」、「服務人員的禮貌」、以及「服務人員的態度」是旅客最滿意的服務品質屬性;而旅客認為最重要的服務品質屬性為: 「行駛中的安全性」、「行駛中的穩定性」、「事故緊急應變能力」、「列車的準點性」、與「以及乘客抱怨處理」。
  
本研究以單因子變異數分析得知,中短途旅客及其他有航空競爭的長途旅客,相較於無航空競爭的旅客,其對於服務品質、轉換成本、旅客價值、與旅客忠誠的認知,有部份顯著性差異;整體上,前者旅客對高鐵服務之服務品質、轉換成本、旅客價值、與旅客忠誠的認同程度低於後者旅客。
  
此外,本研究應用結構方程模式分析服務品質、轉換成本、旅客價值、與旅客忠誠之間的關係。研究結果顯示,服務品質會正向影響轉換成本、旅客價值、及旅客忠誠;而旅客價值會正向影響轉換成本與旅客忠誠。研究實證同樣指出,轉換成本會正向影響旅客忠誠。
 
本研究並嘗試以SEM模式結合IPA(Importance-Performance Analysis, IPA)方法的分析,結果指出高鐵公司應加強改進的服務項目有: 「乘客抱怨處理」、「事故緊急應變能力」、「班次變更訊息的更新」、「訂票與購票的方便性」、與「高鐵站外接駁轉運的方便性」等服務項目。此研究結果可以做為高鐵公司服務改進的參考。
This study empirically investigates the effects of perceived service quality, switching costs, and value on passenger loyalty from the passengers’ perceptions of the Taiwan High-Speed Rail Company. The study’s findings suggest that on-time is perceived as the most satisfactory service attributes, followed by safety of driving, steady of driving, and courtesy of employee. Passengers respondents rated the five most important service attributes were: safety of driving, steady of driving, ability to deal with accidents and emergencies, on-time performance, and prompt response to passengers’ suggestions and complaints.
The results also indicated that perceptions of service quality, switching costs, value, and passenger loyalty were found to partially differ between short and middle distance passengers, long distance passengers with airline services selection, as well as long distance passengers without airline service selection. In general, short and middle distance passengers and long distance passengers with airline services selection were lower than those long distance passengers without airline services selection in terms of the levels of agreement.
In addition, a structural equation modeling (SEM) was employed to analyze the factors affecting passengers’ loyalty. Results indicated that service quality had a positive influence on switching costs, passenger value, and passenger loyalty, whereas passenger value had a positive effect on switching costs and passenger loyalty. The research findings also revealed that switching costs positively affect passenger loyalty.
In particular, this study attempts to combinative SEM with importance-performance analysis (IPA). The results suggest that Taiwan High-Speed Rail Company could improve their services including prompt response to passengers’ suggestions and complaints, ability to deal with accidents and emergencies, update of train schedule, convenience of reservation and ticketing, and shuttle services between city and station, to increase passenger loyalty and service quality.
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台灣高速鐵路公司,http://www.thsrc.com.tw/tw/index.htm
交通部高速鐵路工程局,http://www.hsr.gov.tw
陳順宇(民89),多變量分析,華泰書局
 
 
 
 
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