臺灣博碩士論文加值系統

旅客滿意度與忠誠度關係之研究－以國光客運公司為例
摘 要
顧客滿意度與忠誠度是企業利潤根源，為業者擬訂策略追求之目標。客運業屬服務業具有無形性、不可分離性、異質性、易逝性等四種特性，其提供之服務品質與旅客感受滿意度間有明顯差距，造成服務績效難以控制衡量。公路客運市場環境變遷，交通運輸工具多元化且替代性強、又服務行銷策略易模仿，難與競爭者區隔市場形成差異化，面對激烈生存競爭，必須深入瞭解旅客消費行為，致力於顧客忠誠度為經營之準據。
本文之研究目的（1）了解旅客搭乘不同路線，感受滿意度差異程度。（2）服務品質與旅客滿意度之間依存關係。（3）旅客滿意度與旅客忠誠度之間關係。（4）研擬行銷意義以強化顧客滿意度與忠誠度。旅客滿意度構面修正採用黃俊英等2000年所研究發表之「服務業顧客滿意評量之重新檢測與驗證」。以服務內容、價格、便利性、企業形象、服務設備、服務人員及服務過程等七構面二十一問項作為旅客評量滿意度的主要因素。忠誠度則採取Janes and Sasser（1995）所提出之良好口碑、再購意願及推薦親友之評量構面。
本研究採問卷調查實證方法，針對國光客運公司之台北北站、台中站、朝馬站及高雄東站以簡單隨機抽樣發放600份問卷，共獲得有效問卷394份，以SPSS10.07及LISREL 8.20版統計軟體，進行研究結果描述及假說驗證，針對客運業之吸引搭乘因素及加值服務亦有論述。
經問卷資料量化後發現旅客「知覺與績效差距」為負值，業者應以溝通強化期望認知，並持續提高服務水準滿足消費者，否則競爭者提供高顧客價值服務，客源勢必大量流失。
價格雖是影響旅客搭乘之因素，惟在消費者主權時代除考量價格外，仍應兼顧服務與品質，唯有三者並行不悖創造顧客價值，方能獲得顧客青睞。經驗證性分析發現顧客滿意度與忠誠度間具有高度之相關性，又與繼續搭乘、優先選擇、推介親友及良好口碑構面相關係數亦高，業者能獲得顧客滿意將對公司財務有關鍵性的影響。

A Study of the Relationship between Passenger Loyalty and Satisfaction －from the Exploration of Kuo Kuang Motor Transport Company
Abstract
Customer satisfaction and their loyalty create the main profit for the industry, which proprietors make strategies to pursue. Transportation industry is classified into the category of service, which has the characteristics of invisibility, inseparability, differentiation, and consumption. Therefore, it is absolutely difficult to control and measure the quality and performance of service because obviously the service provided by the industry can’t match with customers’ satisfaction. At present, the transportation market has changed drastically with the environment and means of transportation have multiplied variously. Furthermore, marketing strategies are so easily imitated that making a differentiation in the market among competitors is not an easy matter. Confronted with the drastic competition, the managers must understand customer behaviors thoroughly and put more devotion to cultivate the customer loyalty as the guidelines for the industry.
The purposes of this research are as follows:
a. To understand the differences of passenger satisfaction when they choose different routes.
b. To analyze interdependent relationship between service quality and passenger satisfaction.
c. To explore the relationships between passenger satisfaction and their loyalty.
d. To definite the marketing in order to strengthen passenger satisfaction and their loyalty.
In this paper, the corrective aspects of passenger satisfaction are based on Jun-Ying Huang’s “A Reexamination Verification of Customer Satisfaction Measurement of Service Industry.” The questionnaires are designed and divided into seven aspects and twenty-one categories concerning customers, price, convenience, industry image, facilities, personnel, and procedures of service. On the other hand, the evaluation of passenger loyalty is measured with excellent appraise, intentions of repurchasing, and acquaintances’ recommendation, which are checked on the standard offered by Janes and Sasser.
This research is explored in questionnaire analysis, in which 600 questionnaires are distributed at random at Eastern and Northern Stations in Taipei, Taichung and Chaoma Stations in Taichung, and Eastern Station in Kaohsiung as well. 394 effective copies are returned and consequently the outcome is analyzed and studied with the software of SPSS10.07 and LISREL 8.20. for the purpose of aiming at attaining a conclusive description and hypothetic evidence which narrate how to attract more customers and added value.
An analytic conclusion indicates, “the value of distances between passenger realization and industry performance is negative. That signals a warning to the managers for they should be aware of strengthening communicative understanding and continuing to heighten the standard of service to satisfy their customers; otherwise, they’ll lose their customers quickly because their rivals offer more high levels of service.
Although price is one of the factors, which influence passengers’ intentions to choose their transportation, service and quality should be also emphasized as well in order to attract customers’ attention and cultivate added value. Experimental analysis indicates that there is high interconnection between customer satisfaction and their loyalty. In conclusion, the industry will harvest satisfactory results, which profoundly influence it finance by attaining higher relative index in passengers’ continual rides, prior choice and acquaintances’ recommendations.
Key words: Bus industry, Passenger satisfaction, Customer loyalty

目 錄
第一章 緒 論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍與對象 4
第四節　研究架構與流程 5

第二章 相關文獻探討 8
第一節 顧客滿意相關文獻 8
第二節 顧客忠誠度相關文獻 16
第三節 服務品質文獻探討 21
第四節 本研究引用文獻理論 31

第三章 個案簡介與服務現況分析 32
第一節 台汽客運公司營運興替 32
第二節 國光客運公司營運簡介 36
第三節　客運公司服務之比較 37

第四章 研究設計 41
第一節 研究架構與假設 41
第二節 操作性定義 44
第三節 抽樣方法 46
第四節 資料分析方法 48

第五章 資料結果分析 51
第一節 樣本特性分析 51
第二節 社經背景與旅運特性之卡方檢定 58
第三節 期望的服務與實際體驗服務之因素分析 61
第四節 社經背景、旅運特性與期望、知覺服務關係分析 68
第五節 期望服務與知覺服務相關分析 74

第六章 線性結構模型分析與行銷意義 77
第一節 線性結構模型分析 77
第二節 驗證結果分析 86
第三節　行銷意義與建議 89

第七章 結 論 92
第一節 研究結論 92
第二節 研究發現與建議 94
第三節　研究限制與後續研究建議 96

參考文獻 98
附 錄一 問卷 103
附錄二 合法國道客運公司及路線一覽表 107
附錄三 個人簡歷 113

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