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論文名稱(中文) 國道客運顧客忠誠度之研究
論文名稱(英文) A Study of the Customer Loyalty on Freeway Schedule Bus Service
校院名稱 成功大學
系所名稱(中) 交通管理學系碩博士班
系所名稱(英) Department of Transportation & Communication Management Science
學年度 98
學期 2
出版年 99
研究生(中文) 齊瑞峻
研究生(英文) Jui-Chun Chi
學號 r5697102
學位類別 碩士
語文別 中文
論文頁數 78頁
口試委員 指導教授-林佐鼎
口試委員-蔡東峻
口試委員-楊宗璟
中文關鍵字 國道客運  顧客知覺價值  顧客忠誠度  結構方程式模型 
英文關鍵字 Freeway schedule bus service  Customer perceived value  Customer loyalty  Structural Equation Modeling (SEM) 
學科別分類
中文摘要 國道客運路線之經營權開放後,多家業者紛紛加入國道客運經營,競爭程度十分激烈。近年來多家國道客運業者開始建置「聰明巴士」系統,以提升其競爭優勢。本研究企圖藉由回顧相關文獻,除了探討乘客的知覺品質、知覺犧牲、顧客知覺價值、顧客滿意度、移轉障礙與顧客忠誠度間之相互影響關係外,加上藉由國道客運之「聰明巴士」系統所構建的先進科技構面,進一步探討此系統對於乘客在國道客運之選擇行為上的影響力,以期能構建適用於解釋國道客運乘客行為意向忠誠之模式架構。
為驗證所建構之模式在國道客運業的適配性,本研究採用結構方程式模型作為分析工具,對三家客運公司(其中一家裝設「聰明巴士」系統)進行確認性因素分析與路徑分析。研究模式分為兩部分,第一部分以三家客運公司(不考慮裝置「聰明巴士」系統)為研究對象,研究結果顯示知覺品質對顧客知覺價值為正向關係;知覺犧牲對顧客知覺價值為負向關係;顧客知覺價值對顧客滿意度為正向關係;顧客滿意度對於顧客忠誠度為正向關係;移轉障礙對於顧客忠誠度為正向關係。
第二部分則針對有裝設「聰明巴士」系統之客運公司為研究對象,並將先進科技納入模式的考量中,研究結果顯示先進科技與知覺品質對顧客知覺價值為正向關係;顧客知覺價值對顧客滿意度和顧客忠誠度均為正向關係;同時顧客滿意度對於顧客忠誠度為正向關係;移轉障礙對於顧客忠誠度具有正向關係。
根據上述結果,可對各客運公司提出下列營運管理之建議,對於裝設「聰明巴士」系統之客運公司可將「聰明巴士」系統加入行銷概念中,以吸引提高顧客搭乘意願。對於在滿意度和忠誠度的表現相對較差之客運公司,建議在服務品質上進行改進,以增加公司的形象,藉此提高乘客的滿意度與忠誠度。對於發車班次少,且乘客比較可能因為候車站的設施不佳而轉搭乘別家客運公司之客運業者,建議改善後車站的休閒娛樂設備,藉此讓顧客在等車的同時降低顧客在等車時的時間感受,提高顧客的滿意度與忠誠度。
英文摘要 In recent years a number of freeway schedule bus service industry have begun to build "eBUS" system to enhance its competitive advantage. In order to construct and explain behavioral intention on free scheduled bus service customer loyalty model framework.This study attempts to review the relevant literature, disscuss the relationship among the passengers of the perceived quality, perceived sacrifice, customer perceived value, customer satisfaction, switching barriers and customer loyalty, moreover, combining the " eBUS "system to build advanced technology dimensions was also considered.
The Structural Equation Modeling (SEM) was developed for three schedule bus service companies (one of the three company installs "eBUS" system). Research model is divided into two parts, The first part considered three company(do not consider installing "eBUS" system) as the research object. The results show that perceived quality is positive relationship between customer perceived value; perceived sacrifice is negative relationship between customer perceived value; customer perceived value is positive relationship between customer satisfaction; customer satisfaction is positive relationship between customer loyalty; switching barriers is positive relationship between customer loyalty.
The second part considered the company which has the installation of "eBUS" system as the research object. The results show that advanced technology and perceived quality are positive relationship between customer perceived value; customer perceived value is positive relationship between customer satisfaction and customer loyalty; at the same time, customer satisfaction is positive relationship between customer loyalty; switching barriers is positive relationship between customer loyalty.
Based on the above results, operations management suggestions can be made for the company of each freeway schedule bus service as follows. For the company which installs the "eBUS" system can promote "eBUS" system to attract customers behavioral. For the company which results in poor performance of satisfaction and loyalty can improve on service quality and increase the company's image, so as to increase customer satisfaction and loyalty.
For the company which the frequence is relative less, and passengers are more likely transfer to other companies because of poor facilities at bus stations can improve station recreation facilities to provide customers good waiting conception, and to increase customer satisfaction and loyalty.
論文目次 第一章 緒論 1
1.1 研究動機與背景 1
1.2 研究目的 3
1.3 研究範圍與對象 3
1.4 研究流程 3
1.5 論文架構 5
第二章 文獻回顧 6
2.1 先進科技 6
2.2 知覺品質 8
2.3 知覺犧牲 10
2.4 顧客知覺價值 11
2.5 顧客滿意度 12
2.6 顧客忠誠度 15
2.7 移轉障礙 18
2.8 知覺品質、知覺犧牲、顧客知覺價值、顧客滿意度、顧客忠誠度與移轉障礙間關係之探討 19
第三章 研究方法 22
3.1 研究架構與假設 22
3.2 研究變數 24
3.3 問卷抽樣方法與前測 27
3.4 資料分析方法 30
第四章 資料分析 33
4.1問卷發放 33
4.2 敘述性統計分析 33
4.2.1 樣本結構之分析 33
4.2.2 問卷變數之分析 36
4.3 信度分析 41
4.4 因素分析 42
4.5 變異數分析 44
4.6 結構方程式模型分析 51
4.6.1 確認性因素分析 51
4.6.2 結構模式分析 53
第五章 結論與建議 63
5.1 結論 63
5.2 對客運公司的建議 64
5.3 對後續研究的建議 66
參考文獻 68
一、中文部分 68
二、英文部分 69
附錄一、A客運問卷內容 72
附錄一、B和C客運問卷內容 76
參考文獻 一、中文部分
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