臺灣博碩士論文加值系統

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。

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.

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

交通部統計處，2007，台鐵旅客人數結構及營業收入分析。
任維廉、胡凱傑，2001，大眾運輸服務品質量表之發展與評估—以台北市公車系統為例。運輸計畫季刊，第三十卷第二期，371-408。
任維廉、呂堂榮，2004，國道客運乘客知覺之服務品質滿意度與移轉障礙對其行為意向之影響。運輸計劃季刊，第三十三卷第二期，421-448。
吳明隆、涂金堂，2006，SPSS與統計應用分析，第二版，台北：五南。
李詩琦，2000，統計方法應用於銀行顧客滿意度模式之研究。國立成功大學統計研究所碩士論文。
余駿祺，2003，顧客滿意度對顧客忠誠度影響之研究—以17線公路客運業為例。國立成功大學交通管理科學系碩士論文。
郭崑謨、闕河士，1990，消費者抱怨行為及其影響因素之研究。管理評論，第九卷，155-173。
陳順宇，2004，多變量分析，第三版。台北：華泰。
陳方元，2006，台灣地區航空公司顧客關係利益與忠誠度關係之研究。國立成功大學交通管理科學系博士論文。
葉書芳，2002，服務品質、關係品質以及服務補救與顧客行為意向關係之實證研究—以國內航空業為例。國立成功大學工業管理研究所碩士論文。
張紹勳，2001，研究方法，修定版。台中：滄海。
張峰菘，2004，市場區隔下之消費者行為意向—以台灣鐵路運輸為例。國立成功大學交通管理科學系碩士論文。

Anderson, E., Fornell, C., Lehmann, D. R., 1994, “Customer satisfaction, market share and profitability: findings from Sweden,” Journal of Marketing, Vol.58, No.3, pp.53-66.
Bagozzi, R. P., & Warshaw, P. R., 1990, “Trying to consume,” Journal of Consumer Research, Vol.17, pp.127-140.
Carman, J. M., 1990, “Consumer Perceptions of Service Quality: An Assessment of the SERVAQUAL Dimensions,” Journal of Retailing, Vol.66, No.1, pp.35-55.
Chaudhuri, A., Holbrook, M. B., 2001, “The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty,” Journal of Marketing, Vol.65, No.2, pp.81-93.
Czepiel, J. A., 1974, Perspective on Consumer Satisfaction, AMA Conference Proceddings, pp.119-123.
Day, R. L., Gabricke, K., Schaetzle, T., & Staubach, F., 1981, “The hidden agenda of consumer complaining,” Journal of Retailing, Vol.57, pp.86-106.
Dick, A. S., & Basu, K., 1994, “Customer loyalty: toward an integrated conceptual framework,” Journal of the Academy of Marketing Science, Vol.22, pp.99-113.
Doll, W. J., Xia, W., Torkzadeh, G..A., 1994, “A confirmatory factor analysis of the end-user computing satisfaction instrument.” MIS Quarterly, Vol.18, No.4, pp.99-113.
Fornell, C. & Larcker, D.F., 1981, “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing Research, Vol.18, No.1, pp.39-50.
Fornell, C., & Wernerfelt, B., 1987, “Defensive marketing strategy by Customer complaint management: a theoretical analysis,” Journal of Marketing Research, Vol.24, No.4, pp.337-346.
Fornell, C., 1992, “A national customer satisfaction barometer: the Swedish experience,” Journal of Marketing, Vol.56, No.1, pp.6-21.
Fornell, C. et al., 1996, “The American Customer Satisfaction Index: Nature, Purpose, and Findings,” Journal of Marketing, Vol.60, No.4, pp.7-18.
Fullerton, G.., 2005a, “The impact of brand commitment on loyalty to retail service brands,” Canadian Journal of Administrative Sciences, Vol.22, No.2, pp.97-110.
Gronroos, C., 1988, “Service Quality: The Six Criteria of Good Perceived Service Quality,” Review of Business, Vol.9, No.3, pp.10-13.
Howard, J. A., Sheth, J. N., 1969, The Theory of Buyer Behavior. New York: John Wiley and Sons.
Jones, M. A., Mothersbaugh, D. L., Beatty, S. E., 2000, “Switching barriers and repurchase intentions in services,” Journal of Retailing, Vol.76, No.2, pp.259-274.
Jones, T. O., & Sasser, W. E., 1995, “Why satisfied customers defect,” Harvard Business Review, Vol.73, No.6, pp.88-99.
Kim, M. K., Park, M. C., Jeong, D. H., 2004, “The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services,” Telecommunications Policy, Vol.28, No.2, pp.145-159.
Lam, S. Y., Shankar, V., Erramilli, M. K., Murthy, B., 2004, “Customer value, satisfaction, loyalty, and switching costs: an illustration from a business-to-business service context,” Journal of the Academy of Marketing Science, Vol.32, No.3, pp.293-311.
Matrilla, J.A., & James, J. C., 1977, “Importance-Performance Analysis,” Journal of Marketing Research, Vol. 41, pp.77-79.
Oliver, R. L., 1997, Satisfaction: A Behavioral Perspective on the Consumer, New York : Irwin/McGraw-Hill.
Oliver, R. L., 1980, “A cognitive model of the antecedents and consequences of satisfaction decisions,” Journal of Marketing Research, Vol.17, No.4, pp.460-469.
Oliver, R. L., 1981, “Measurement and evaluation of satisfaction processes in retailing setting,” Journal of Retailing, Vol.57, No.3, pp.25-48.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L., 1985, “A Conceptual Model of Service Quality and its Implication for Future Research,” Journal of Marketing, Vol.49, No.4, pp.41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L., 1988, “SERVQU Multiple-item Scale for Measuring Customer Perception of Service Quality,” Journal of Retailing, Vol.64, No.1, pp.12-40.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L., 1991, “Refinement and Reassessment of the SERVQUAL Scale,” Journal of Retailing, Vol.67, No.4, pp.420-450.

Reichheld, F. F., & Sasser, W. E., 1990, “Zero defections: Quality comes to services,” Harvard Business Services, Vol.68, pp.105-111.
Sasser, W. E., Olsen, R. P., & Wyckoff, D. D., 1978, Management of Service Operations: Text, cases, and readings, Boston: Allyn and Bacon Inc.
Singh, J., 1991, “Understanding the Structure on Consumer Satisfaction Evaluation of Service Delivery,” Journal of the Academy of Marketing Science, Vol.19, No.3, pp.223-234.
Warland, R. H, 1975, “Dissatisfied Consumers- Who Gets Upset and Who Takes Action,” The Journal of Consumer Affairs, Vol.9, No.2, pp.148-163.
Westbrook, R. A., 1980, “Intrapersonal affective influences on consumer satisfaction with products,” Journal of Consumer Research, Vol.7, No.1, pp.49-54.
Woodruff, R. B. Cadotte, E. R., Jenkins, R. L., 1983, “Modeling consumer satisfaction processes using experience-based norms,” Journal of Marketing Research, Vol.20, No.3, pp.296-304.