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系統識別號 U0026-2501201915000200
論文名稱(中文) 臺鐵轉乘運輸之服務品質、移轉經驗、滿意度、移轉障礙與忠誠度之探討-以臺鐵新左營車站為例
論文名稱(英文) Relationships among Service Quality, Switching Experience, Satisfaction, Switch Barrier and Loyalty: Seamless Transfer of TRA Xinzuoying Station
校院名稱 成功大學
系所名稱(中) 交通管理科學系碩士在職專班
系所名稱(英) Department of Transportation & Communication Management Science(on the job class)
學年度 107
學期 1
出版年 108
研究生(中文) 蔡青翰
研究生(英文) Ching-Han Tsai
學號 R57041094
學位類別 碩士
語文別 中文
論文頁數 67頁
口試委員 指導教授-張有恆
口試委員-鄭永祥
口試委員-楊慧華
中文關鍵字 移轉障礙  移轉經驗  無縫運輸服務品質  滿意度  忠誠度 
英文關鍵字 switch barrier  switching experience  service quality  satisfaction  loyalty 
學科別分類
中文摘要 在過去的研究中,滿意度是維繫顧客忠誠度最重要的影響因素。但隨著交通產業越來越競爭,滿意度已不足以解釋顧客保留的原因。有越來越多的研究關注移轉障礙,滿意的顧客不一定留下,而不滿意的顧客也不一定流失。移轉障礙阻止顧客移轉到其他競爭對手,為企業保留顧客的有效策略。

對於共構車站而言,有二個特性值得討論。第一,無縫轉乘運輸(時間、空間、資訊與服務無縫)為衡量服務品質的最重要指標。第二,旅客具有高度的移轉經驗,即具備相關產品與服務知識,較不容易滿足。因此,本研究將共構車站的旅客特質,納入研究架構進行討論。

本研究以SEM建構出轉乘運輸之服務品質、移轉經驗、滿意度、移轉障礙與忠誠度之模型。研究結果顯示,移轉經驗負向影響服務品質,但對於滿意度不顯著。服務品質對於滿意度,具正向影響關係。另外,若將服務品質細分為時間無縫、空間無縫、資訊與服務無縫,空間無縫對於滿意度不顯著,而時間無縫、資訊與服務無縫對於滿意度,具正向關係。此外,移轉障礙,在滿意度與忠誠度間具中介效果,其影響力更勝滿意度對於忠誠度之影響。

本研究以臺鐵新左營車站為個案探討,於107年10月5日至13日(共9天,包含國慶年假),問卷採隨機發放,共發出340份紙本問卷,有效問卷311份,有效回收率91.5%。

最後,根據本研究結果,給予管理實務提出建議。一、對於共構車站而言,建立移轉障礙相對於滿意度是更好的策略。二、透過改善時間無縫、資訊與服務無縫,強化服務品質較有效率。三、對於具有移轉經驗的旅客,應提供超出預期之服務。
英文摘要 In past studies, satisfaction was the most important factor in maintaining customer loyalty. But the transportation industry becomes more competitive, satisfaction is no longer sufficient to explain for customer retention. More and more research is concerned about switching barriers. Satisfied customers are not always remained, and unsatisfied customers are not always left. Switching barrier is an effective strategy to prevent customers from moving to other competitors and retaining customers for the business.

Stabilizing business is a strategic imperative in highly competitive for many companies. In such a context, through the creation of switching barriers is a common strategy for customer retention. The purpose of this paper develop a network of relationships among service quality, switching experience, customer satisfaction, switch barrier, and loyalty.

This study use SEM to construct a model of service quality, switch experience, satisfaction, swtch barrier and loyalty of transfer transportation. The results of the study show that the switching experience negatively affects the quality of service but for the satisfaction is not significant. Service quality is a positive impact on satisfaction. In addition, the service quality is subdivided into time seamless, spatial seamless, services of information seamless. Time seamless and services of information seamless are significant, but spatial seamless is not significant for satisfaction. In addition, the switch barrier is an intermediary effect between satisfaction and loyalty, and it is better than the impact of satisfaction on loyalty.
論文目次 目錄
第一章 緒論 1
1.1 研究背景與動機 1
1.2 文獻缺口 5
1.3 研究目的 6
1.4 研究範圍與限制 7
1.5 研究方法 10
1.6 研究流程 10
第二章 文獻回顧 13
2.1 服務品質 13
2.1.1 服務品質之定義 13
2.1.2 服務品質之構面 17
2.2 移轉經驗 20
2.3 服務滿意度 21
2.3.1 服務滿意度之定義 21
2.3.2 服務滿意度之構面 22
2.4 移轉障礙 24
2.4.1 移轉障礙之定義 24
2.4.2 移轉障礙之構面 24
2.5 顧客忠誠度 25
2.6 各構面關係之文獻 26
2.7 小結 27
第三章 研究方法 28
3.1 結構方程式 28
3.2 研究架構與假設 28
3.3 操作型定義與問項 34
第四章 資料分析 38
4.1 資料收集與樣本描述 38
4.2 問卷之描述性統計 40
4.3 收斂效度與區別效度分析 43
4.4 假設檢定與結構模式分析 47
第五章 結論與建議 53
5.1 研究結論 53
5.2 研究貢獻 54
5.3 管理建議 55
5.4 未來研究建議 58

參考文獻-中文 59
參考文獻-英文 59
附錄 問卷 65
參考文獻 參考文獻

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