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系統識別號 U0026-0812200913423245
論文名稱(中文) 影響台鐵顧客忠誠度之研究
論文名稱(英文) Customer Loyalty in Taiwan Railway Administration
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 95
學期 2
出版年 96
研究生(中文) 鄧雪吟
研究生(英文) Hsueh-yin Teng
學號 r5694409
學位類別 碩士
語文別 中文
論文頁數 92頁
口試委員 口試委員-葉中興
指導教授-張有恆
口試委員-衛萬明
口試委員-李治綱
中文關鍵字 顧客滿意度  轉換障礙  服務品質  台鐵  顧客忠誠度 
英文關鍵字 TRA  customer loyalty  service quality  customer satisfaction  switching barrier 
學科別分類
中文摘要 台灣鐵路長久以來一直是台灣西部運輸走廊長途運輸的大動脈,雖因外在運輸環境變遷的影響,受到其他運具強力的競爭,使得運量有所消長變化,然其在台灣城際運輸上,仍佔重要地位。但隨著與台鐵有著類似營運方式及特性的高速鐵路,已於2007年元月開始營運,使得台鐵面臨更大的衝擊與挑戰。
本研究企圖藉由回顧相關文獻,試圖自乘客對服務項目之重視程度與感受程度對顧客滿意度與忠誠度的影響,發展出適合鐵路研究之忠誠度之模式,並加入轉換障礙之概念。針對實際搭乘過台鐵列車之乘客蒐集資料,採用結構方程模式進行模式的配適及驗證。
研究結果顯示,期望服務對顧客滿意度與知覺服務有顯著正向的影響,知覺服務對顧客滿意度與忠誠度有顯著正向的影響,顧客滿意度與轉換障礙對顧客忠誠度有顯著正向的影響;且發現搭乘旅次長度對於構面間影響效果亦有差異;顧客認為服務品質重要程度與認知程度間存在差距。依此提出建議,如提供符合顧客期望之服務、設法提高轉換成本與降低替代者吸引力等,以作為台鐵提升顧客忠誠度的參考。
英文摘要 Taiwan Railway Administration (TRA) plays an important role in transportation services along west corridor area of Taiwan. TRA faces keen competition from other transportation modes, especially after Taiwan High Speed Rail has started its operation in January, 2007.
The purpose of this thesis is to propose a model investigating the relationships among expected and perceived service quality, customer satisfaction, switching barriers, and customer loyalty. The questionnaires were distributed to the passengers at Taipei, Taichung, Tainan and Kaohsiung train stations. The structural equation modeling (SEM) was used to analyze survey data.
The results revealed that expected service quality has positive effects on customer satisfaction and perceived service quality. Perceived service quality has positive effects on customer satisfaction and loyalty. Customer satisfaction and switching barriers have positive effects on customer loyalty. Besides, we also find that the trip length has different effects between the constructs. From Importance-Performance Analysis (IPA), some suggestions for TRA have been proposed. Finally, the theoretical and practical implications of the study on customer loyalty for TRA are discussed.
論文目次 第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究範圍與限制 2
1.4 研究流程 3
第二章 文獻探討 5
2.1 大眾運輸服務特性 5
2.2 服務品質 6
2.2.1 服務品質的定義 6
2.2.2 服務品質的模式 7
2.2.3 服務品質的評量 8
2.3 顧客滿意度 12
2.3.1 顧客滿意度的定義與分類 12
2.3.2 顧客滿意度的衡量 13
2.4 顧客抱怨 14
2.5 轉換障礙 15
2.6 顧客忠誠度 17
2.6.1 顧客忠誠度的定義 17
2.6.2 顧客忠誠度的衡量 17
2.7 美國顧客滿意指標模式 18
第三章 研究方法 19
3.1 研究架構 19
3.2 研究假設 20
3.3 問卷設計 21
3.4 資料分析方法 23
第四章 台鐵顧客滿意度與忠誠度分析結果 29
4.1 基本敘述統計分析 29
4.1.1問卷回收情形 29
4.1.2基本資料敘述性統計分析 29
4.1.3研究變項敘述統計分析 32
4.2台鐵顧客忠誠度及其影響構面之因素與信度分析 36
4.2.1期望服務品質 37
4.2.2知覺服務品質 38
4.2.3顧客滿意度 39
4.2.4顧客抱怨 39
4.2.5轉換障礙 40
4.2.6顧客忠誠度 41
4.3 樣本特性與因素構面之變異數分析 42
4.4 結構方程模式分析 46
4.4.1 整體模式分析 46
4.4.2 旅次長度分群模式分析 50
4.5 服務重要程度與認知程度差距分析 53
4.6 小結 57
第五章 結論與建議 59
5.1 結論 59
5.2 建議 62
5.3 後續研究建議 63
參考文獻 65
附錄一 研究問卷 69
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