摘 要 在高鐵通車後，乘客在交通工具的選擇上變得更多元，因此對於服務品質與滿意度的要 求格外重視，在此前題下，高鐵如何在競爭激烈的環境中尋求更高的服務品質，並提昇消費 者的知覺價值為本研究之重點。本研究主要以SERVQUAL 量表作為問卷架構基礎，並運用重 要度－表現分析法探討台灣高鐵服務品質的優劣勢，結果發現「有明亮整潔的設施外觀」及「員 工樂於服務或協助顧客」為乘客最重視，而「能夠提供零缺點服務」、「有充分的知識以回 應顧客的問題」與「車票針對不同客戶給予不同定價」為乘客認為重要程度高，但高鐵提供 的品質卻未達乘客的滿意程度，為需要立即改善之重點。

Abstract Since Taiwan High Speed Rail joins the market, different transportation companies depending on their business characteristics have their own strengths and weaknesses. Besides, the passengers have a wide variety of choices in transportation. Therefore, service quality and satisfaction are essentially important. For this reason, the research mainly lies in applying importance-performance analysis to identify the major strength and weakness service quality attributes of passengers’ perception based on SERVQUAL model with 26 items. The results show that “Their physical facilities are visually bright and tidy” and “Their employees are always willing to help customers” are the most important attributes to customers. Three attributes with high importance but low performance are required for immediate improvement, i.e., “The company performs its service accurately”, “Employees have adequate knowledge to do their jobs well”, and “The ticket price can be differentiated by different groups of customers”.