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研究生:曾惠甄
研究生(外文):Tseng Hui-Chen
論文名稱:台灣國道電子收費系統服務品質、顧客滿意度與購後行為之研究
論文名稱(外文):A Study On Service Quality, Customer Satisfaction and Post-purchase Behavior of ETC in Taiwan Freeway
指導教授:陳武正陳武正引用關係
指導教授(外文):Chen Wu-Cheng
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:133
中文關鍵詞:電子收費系統服務品質顧客滿意度購後行為
外文關鍵詞:ETC、Service Quality、Customer Satisfaction、Post-Purchase Behavior
相關次數:
  • 被引用被引用:12
  • 點閱點閱:727
  • 評分評分:
  • 下載下載:215
  • 收藏至我的研究室書目清單書目收藏:1
台灣國道電子收費系統於2006年2月10日正式上路,但自營運後媒體許多負面報導下,使其民眾申裝意願低落,據統計截至2007年5月份申裝e通機僅增加至31萬台左右,若想於2010年全面施行國道電子收費仍有一大段目標需努力。國道電子收費貴為政府委託經營之特許獨占事業,但面對現今民眾消費意識抬頭下,如何讓用路人在良好的服務體驗後,進而產生正面的購後行為,以帶動使用人口之提升。因此本研究旨在探究ETC服務品質、購後行為意圖的形成因素構面,以及服務品質、顧客滿意度與購後行為三者之間的關係,並輔以瞭解一般用路人對ETC使用意願相關議題,進行全面性探討。
本研究分別針對ETC用路人及一般用路人為問卷調查之研究對象,取得有效樣本數各為255份、241份。在問卷分析上,應用成對樣本t檢定、因素分析、集群分析、相關分析、迴歸分析、徑路分析、卡方分析、單因子變異數分析等進行檢定。最後採行重要─績效程度分析法繪製成服務屬性評估圖,以提供業者在擬定改善經營服務品質及行銷策略之參考。
研究結果發現:1.ETC服務品質期望程度與認知程度具有部分顯著差異;2.服務品質與整體滿意度、滿意購後行為皆呈現顯著正相關,整體滿意度對滿意購後行為也呈現顯著正相關,但當服務品質透過整體滿意度能更能正向影響其滿意購後行為的產生;3.ETC用路人與一般用路人對服務品質期望程度具有部分顯著差異;4.人口統計變數中的教育程度、車輛類型、申辦類型對服務品質、整體滿意度、購後行為較容易產生顯著差異;5.不同的重視品質群對未來申裝動機方面發現,低重視品質群比高重視品質群更重視「親友推薦」,而高重視品質群比低重視品質群更重視「節視行車時間」與「節油費」。
Taiwan’s ETC started in February 10, 2006. Then there were so much negative critic about ETC so that people don’t intend to use it. Up to May 2007, there were only 310,000 ETC users, ETC group needs a lot of hard-works if the goal which most of freeway users will use ETC in 2010 is to be reached. The ETC is a regulated business, there are many constraints to increases of its users. This study was aimed to investigate factors influencing post-purchase behavior and their relations among service quality, post-purchase behavior and customer satisfaction and to find the solutions to ease some constraints.
This study focused on individual ETC users and non-ETC users using survey method. Total 496 valid questionnaires (i.e. 255 from ETC users and 241 from non-ETC users) were collected. In data analysis, the statistics methods such as Paired-Samples t Test、Factor Analysis、Cluster Analysis、Correlation Analysis、Regression Analysis、Path Analysis、Chi-Square Test、One-way ANOVA and Draw a Service Property were used. The findings and results of this study are as follows:
1. Partial significantly difference between the expectation and awareness on service quality of ETC.
2. Positive relationship reflected by service quality vs. overall customer satisfaction and post-purchase satisfaction and post-purchase satisfaction.
3. Partial significantly difference between ETC user and non-ETC users service quality of ETC.
4. Factors such as education levels, vehicle classifications user, user types have significantly difference on service quality, overall customer satisfaction and post-purchase satisfaction.
5. About potential users of ETC in future, this study shows that the users, who care less about quality, take advice from relatives or friends, and others users, who care about quality, pay attention or actual benefit such as “saving traffic time” or “saving gasoline consumption”.
誌謝…………………………………………………………………………i
摘要………………………………………………………………………...ii
目錄……………………………………………………………………......vi
表目錄…………………………………………………………………......ix
圖目錄……………………………………………………………………xiii
第一章 緒論…………………………………………………………….....1
1.1 研究背景與動機………………………………………………....1
1.2 研究目的………………………………………………………....3
1.3 研究限制…………………………………………………………4
1.4 研究流程…………………………………………………………4
第二章 電子收費系統發展概況……………………………………….....6
2.1 臺灣高速公路交通現況分析………………………………….....6
2.2 電子收費系統定義…………………………………………….....8
2.3 電子收費系統技術…………………………………………….....9
2.4 臺灣國道高速公路電子收費發展現況………………………...14
第三章 文獻探討………………………………………………………...21
3.1 服務品質………………………………………………………...21
3.2 顧客滿意度……………………………………………………...32
3.3 購後行為………………………………………………………...38
3.4 服務品質、顧客滿意度與購後行為之相關研究……………….42
第四章 研究方法………………………………………………………...48
4.1研究變數之操作性定義及構面………………………………... 48
4.2 研究架構………………………………………………………...51
4.3 研究假設………………………………………………………...52
4.4 問卷設計………………………………………………………...54
4.5 研究對象與抽樣方法…………………………………………...57
4.6 資料分析方法…………………………………………………...58
第五章 資料分析與結果………………………………………………...62
5.1 信度與效度之分析……………………………………………...62
5.2 ETC用路人服務品質問卷分析………………………………...63
5.3 一般用路人使用意願問卷分析………………………………...79
5.4 問卷之開放式題項綜合分析……………………………….....100
第六章 結論與建議…………………………………………………….103
6.1 結論…………………………………………………………….103
6.2 建議…………………………………………………………….108
6.3 管理意涵……………………………………………………….110
參考文獻………………………………………………………………...112
附件一…………………………………………………………………...123
附件二…………………………………………………………………...126
附件三…………………………………………………………………...129
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