臺灣博碩士論文加值系統

台灣高鐵是台灣第一個、也是全世界最大規模，採取BOT模式的公共工程，工程於1999年啟動後，於2007年1月5日通車並進行試營運。由於高鐵為新興的交通工具，在國人高度關注之下，台灣高鐵公司因而成為媒體的焦點。消費者從媒體報導的印象與實際搭乘後之間的差異，以及消費者對產品屬性與服務品質的重視程度，對台灣高鐵而言乃為相當重要的議題。
本研究從公共關係、產品屬性以及服務品質等構面，探討影響乘客滿意度之因素，進而探究乘客搭乘台灣高鐵的意願。本研究在民國97年以便利抽樣之方式發放問卷，共計回收213份有效問卷。研究結果顯示，公關活動對顧客滿意度有正面影響；在產品屬性的分析方面則發現，原生屬性、衍生屬性與流行屬性對顧客滿意度有正面影響；在服務品質的分析方面，體貼性、積極性與有形性對顧客滿意度有正面影響；最後亦發現，顧客滿意度可提高乘客的搭乘意願。
在競爭激烈的環境中，高鐵當局可針對本研究所發現的構面中研擬具體的經營策略與行銷規劃，以妥善利用有限之資源而提高營運績效。

Taiwan High Speed Rail (THSR) is Taiwan’s first and yet the world’s biggest public construction adopting BOT model. The construction was started in 1999 and launched and put into trial operation since January 5th in 2007. THSR is new traffic transportation equipment. The whole Taiwan pay close attention to THSR. Also THSR has been a hit media topic even since the planning stage. The comparison between the consumers’ image of THSR which absorbed from the media and the actual experience of taking THSR and the consumers’ recognition of the product of THSR and its service quality are all important issues and highly valued by THSR.
The study explored the factors which would influence the traveler satisfaction from the dimensions of public relation, product attributes and service quality and trying to measure travelers’ willingness of taking THSR. The study distributed questionnaires by convenience sampling in 2008 and collected 213 valid copies of questionnaire. According to the results, the study concluded that: (1) The public relation campaigns have positive impacts on the customer satisfaction. (2) In the aspect of product attribute, the essential attribute, augmented attributes and trendy attributes have positive impacts on the customer satisfaction. (3) In terms of the service quality analysis, the sense of thoughtfulness, enthusiasm and tangibility will bring positive impacts to the customer satisfaction. And the study indicated that the customer satisfaction can promote the willingness for selecting THSR.
Facing the harsh competition environment, the management of THSR can scheme the operational strategies and marketing plans base on the finding of the dimensions of the study and leverage the limited resources to raise the operational performance.

目錄 Ⅰ
圖目錄 Ⅲ
表目錄 Ⅳ
第一章緒論 1
1.1研究動機 1
1.2研究目的 2
1.3研究範圍 2
第二章文獻回顧 3
2.1公共關係 6
2.2產品屬性 5
2.2.1產品的特性與分類 5
2.2.2產品屬性的分類 6
2.3服務品質之相關文獻探討 8
2.3.1服務的定義與特性 8
2.3.2服務品質的構面 9
2.4顧客滿意度 14
2.5購買意願 16
第三章研究方法 18
3.1研究架構 18
3.2研究假設 19
3.3操作性定義 20
3.4分析方法 26
3.5研究對象與抽樣方法 27
第四章資料分析 28
4.1樣本結構分析 28
4.2敘述性統計分析 31
4.2.1公共關係 31
4.2.2產品屬性 32
4.2.3服務品質 34
4.2.4顧客滿意度 37
4.2.5搭乘意願 37
4.3因素與信度分析 38
4.3.1公共關係 38
4.3.2產品屬性 40
4.3.3服務品質 42
4.3.4顧客滿意度 45
4.3.5搭乘意願 46
4.4迴歸分析 47
4.4.1假說驗證 47
4.5差異分析 50
4.5.1不同教育程度之研究變數差異分析 50
4.5.2不同搭乘次數之研究變數差異分析 53
4.5.3不同搭乘頻率之研究變數差異分析 55
4.5.4不同性別之研究變數差異分析 58
4.5.5不同婚姻狀況之研究變數差異分析 59
第五章結論與建議 61
5.1研究結果 61
5.2管理意涵 63
5.2研究限制及未來研究方向 65
參考文獻 67
附錄一 問卷 71

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