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研究生:王耀進
研究生(外文):Yao-Chin Wang
論文名稱:高鐵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
論文名稱(外文):Effects of Perceived Service Quality, Customer Satisfaction and Switching Barriers on Passengers’ Behavioral Intentions in Taiwan High Speed Rail
指導教授:張美香張美香引用關係裴文裴文引用關係
指導教授(外文):Mei-Shiang ChangWen-Pei
學位類別:碩士
校院名稱:中華大學
系所名稱:經營管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:96
中文關鍵詞:高速鐵路服務品質乘客滿意度乘客行為意向移轉障礙
外文關鍵詞:High Speed RailService QualityCustomer SatisfactionBehavioral IntentionsSwitching Barriers
相關次數:
  • 被引用被引用:120
  • 點閱點閱:1425
  • 評分評分:
  • 下載下載:465
  • 收藏至我的研究室書目清單書目收藏:11
台灣高速鐵路於2007年正式通車,使得台灣長途運輸業競爭更加激烈。做為一個市場新進的競爭者,台灣高鐵公司勢必必須對乘客行為意向有更深層的瞭解。本研究參考Cornin et al. (2000)及任維廉、呂堂榮(2004)的研究,建構一整合性因果式模式,以探究服務品質、服務犧牲、服務價值、乘客滿意度、移轉障礙對乘客搭乘高鐵意願之影響。並藉由線性結構關係模式做為分析工具,經過驗證性因素分析及路徑分析後,可歸納以下關係:(1)服務犧牲負向影響服務價值;(2)服務品質正向影響服務價值;(3)服務品質正向影響乘客滿意度;(4)服務價值正向影響乘客滿意度;(5)服務價值正向影響乘客行為意向;(6)乘客滿意度正向影響乘客行為意向;(7)移轉成本正向影響乘客行為意向;(8)替代品吸引力負向影響乘客行為意向。
Taiwan High Speed Rail (THSR) formally provides transport service in 2007. The competition in the long distance transportation has been introduced. As a new member of the market, THSR must realize passenger behavioral intentions in depth. By referring to the studies of Cornin et al. (2000) as well as Jen and Lu (2004), this study constructs a causality model to describe the relationships between service quality, service sacrifice, service value, customer satisfaction, and behavioral intentions. We adopted the analytical tool of linear structural relations to explore what are the major factors to affect passenger behavioral intentions to THSR. By means of confirmatory factor analysis and path analysis, this study found that: (1) Service sacrifice has a negative effect on perceived value; (2) Service quality has a positive effect on perceived value; (3) Service quality has a positive effect on customer’s satisfaction; (4) Perceived value has a positive effect on customer’s satisfaction; (5) Perceived value has a positive effect on passenger behavioral intentions; (6) Customer’s satisfaction has a positive effect on passenger behavioral intentions; (7) Switching cost has a positive effect on passenger behavioral intentions; (8) Attractiveness of alternatives has a negative effect on passenger behavioral intentions.
目錄
摘要………. i
誌謝……… ii
目錄....... iii
圖目錄... v
表目錄... vi
表目錄... vi

第 一 章 緒 論 1
1.1研究背景 1
1.2研究動機 2
1.3研究目的 3
1.4研究流程 4
第 二 章 文 獻 探 討 6
2.1 台灣高鐵簡介 6
2.2 國內運具簡介 10
2.3 服務犧牲 15
2.4 服務品質 16
2.5 服務價值 23
2.6 顧客滿意度 25
2.7 行為意向 29
2.8 移轉障礙 31
2.9 服務犧牲、服務品質、服務價值、顧客滿意度、行為意向、移轉障礙之相關探討 34
2.10運輸服務相關文獻 38
第 三 章 研 究 方 法 41
3.1 研究架構 41
3.2 研究假設 42
3.3 操作性定義 44
3.4 資料分析方法 51
第 四 章 資 料 分 析 55
4.1 問卷發放 55
4.2 樣本結構 56
4.3 信度分析 56
4.4 平均數分析 59
4.5 變異數分析、t檢定 63
4.6 SEM模式分析 64
4.7 樣本分群模式分析 76
4.8 影響因素比較分析 79
伍、結論與建議 81
5.1 結論 81
5.2 管理意涵 83
5.3 研究限制與未來研究建議 85
參考文獻 87
附錄一 問卷 94


圖目錄
圖1.1 研究流程圖 5
圖2.1 高鐵旅程時間及票價表 9
圖2.2 服務品質認知連續帶 17
圖3.1 模式一(Cronin等人,2000) 41
圖3.2 模式二(任維廉、呂堂榮,2004) 41
圖3.3 研究假設(模式一) 43
圖3.4 研究假設(模式二) 44
圖3.5 分析程序架構圖 52
圖4.3 模式一完整模型 73
圖4.4 模式二完整模型 73

表目錄
表2.1 國內航線班機載客率─按航空公司分(95年1-10月) 12
表2.2 鐵路、公路及航空客運運輸量比較 13
表2.3 交通運具旅行時間、費率比較表 14
表2.4 服務品質之定義彙整表 16
表2.5 PZB 服務品質構面定義與比較 20
表 2.6 SERVQUAL 量表之構面與評量項目 21
表2.7 顧客滿意度定義彙整表 25
表2.8 Caro等人(2007)運輸服務品質構分類 40
表3.1 服務犧牲的定義與衡量表 45
表3.2 服務品質的定義與衡量表 45
表3.3 服務價值的定義與衡量表 46
表3.4 顧客滿意度的定義與衡量表 46
表3.5 移轉障礙的定義與衡量表 47
表3.6 行為意向的定義與衡量表 47
表3.7 問卷變數衡量 48
表3.7 問卷變數衡量(續) 49
表3.8 模式比較 50
表4.1 正式問卷發放情形 56
表4 .2 樣本分佈比率 57
表4.3 各構面信度分析 58
表4.4 各觀察變項平均數分析表 59
表4.4 各觀察變項平均數分析表(續) 60
表4.5 變異數分析、t檢定彙整表 63
表4.6 各觀察變數之偏態及峰態係數 65
表4.6 本研究各觀察變數之偏態及峰態係數(續) 66
表4.7 模式一確認性因素分析結果 67
表4.8 模式二確認性因素分析結果 67
表4.9 整體修正後衡量模式一特性分析 69
表4.10 潛在變項平均變異抽取量與相關係數比較(模式一) 69
表4.11 整體修正後衡量模式二特性分析 70
表4.12 潛在變項平均變異抽取量與相關係數比較(模式二) 70
表4.13 研究架構的適配度分析 71
表4.14 研究假說分析結果彙整表 74
表4.15 模式一整體模型直接、間接與總效果彙總表 74
表4.16 模式二整體模型直接、間接與總效果彙總表 75
表4.17 影響乘客行為意向變數之路徑分析結果 77
表4.19 影響乘客滿意度變數之路徑分析結果 78
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