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研究生:簡淑芬
研究生(外文):Shu-Fen Jian
論文名稱:高雄市公車顧客滿意度研究
論文名稱(外文):A Study of Customer Satisfaction for Kaohsiung City Bus
指導教授:戴貞德戴貞德引用關係
指導教授(外文):Jen-Der Day
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:工業工程與管理系
學門:工程學門
學類:工業工程學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:79
中文關鍵詞:服務品質因素分析法變異數分析多重比較法
外文關鍵詞:Service QualityFactor AnalysisANOVAMultiple Comparison
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根據調查顯示,搭乘高雄市公車僅約6%左右,且擁有全國最高機車持有率,因此本研究將探討高雄市公車服務品質,並提出改善策略供高雄市政府參考,進而提升搭乘率。
研究方法針對搭乘過高雄市公車乘客及選擇高雄市內較大的公車站牌進行問卷調查,並提出十七項研究假設,及運用因素分析法找出下列高雄市公車的服務品質四構面:「有形服務設備因素」、「與乘客互動因素」、「提供關懷性因素」和「提供可靠性因素」。然根據此四構面,運用成對T檢定,分析高雄市公車事前期望與事後認知之差異性,再運用ANOVA和Scheffe多重比較法,分析不同人口統計變項對於服務品質及顧客忠誠度之差異性。
結果顯示服務品質四構面不滿意程度為:「提供關懷性」>「與乘客互動」>「有形服務設備」> 「提供可靠性」。本研究根據上述結果以及參考國內外市公車的優勢提出四大類改善方向:(1)加強關懷性,如「公車禮儀人性化」、「即時性互動平台」、「公車動態資訊系統」、「雙向聯運優惠」、「車上享有的服務」五項、(2)增進互動,如「建教合作」、「員工教育訓練」、「服裝儀容」三項、(3)提升設備,如「軟體與硬體設備」「三合一多功能收票機」、「自動調降上下車高度」、「觀光景點設站」等四項、(4)加強可靠性,如「公車保養資訊」、「整合公車路線」、「公車轉運接駁功能」三項,共有十五項改善策略。
There are only 6% of Kaohsiung Citizen take the Kaohsiung City Bus. Moreover, the country's highest motorcycle ownership is also in Kaohsiung. Therefore, this study will explore the Kaohsiung bus service quality and suggest strategies for the Kaohsiung City to promote the travel rate.
The research method includes the survey, test hypotheses, T-test, ANOVA, and Scheffe multiple comparisons. Four-Kaohsiung bus service quality dimensions are developed by the factor analyze. They are "tangible service equipment factor", "interaction with passengers factor", "providing care factor" and "providing reliability factor". According to the four dimensions, an analysis of Kaohsiung bus between expectation and perception are made by the pairwise T-test. The analysis of service quality and customer loyalty are also made by ANOVA and Scheffe multiple comparison.
The results showed that the service quality level of the above four dimensions are expect to be improved as the following sequence. The level of factor "providing care" is expected more than the level of factor "interaction with passengers", the level of factor "tangible service equipment", and the level of factor "providing reliability". Based on the above results and the advantages of city bus abroad, we propose 15 strategies. They are "bus etiquette humanized", "real-time interaction platform", "dynamic bus information system", "bi-directional transport concessions enjoyed the car service", "staff education and training", "cooperative education", "clothing appearance", "software and hardware equipment", "station tourist attraction", "three in one multi-function prepaid ticket machine", "automatic cut off on a high", "integration", "bus maintenance", "bus Route" and "bus transit connection function".
中文摘要 --------------------------------------------------------------------------------- i
英文摘要 --------------------------------------------------------------------------------- ii
誌謝 --------------------------------------------------------------------------------- iii
目錄 --------------------------------------------------------------------------------- iv
表目錄 --------------------------------------------------------------------------------- vii
圖目錄 --------------------------------------------------------------------------------- ix
一、 緒論 -------------------------------------------------------------------------- 1
1.1 研究背景與動機 ----------------------------------------------------------- 1
1.2 研究目的 -------------------------------------------------------------------- 2
1.3 研究流程 -------------------------------------------------------------------- 2
1.4 研究限制 -------------------------------------------------------------------- 3
二、 文獻探討 -------------------------------------------------------------------- 5
2.1 高雄市公車之沿革 -------------------------------------------------------- 5
2.2 服務品質 -------------------------------------------------------------------- 6
2.2.1 服務品質的定義及特性 -------------------------------------------------- 6
2.2.2 服務品質之概念性模式 -------------------------------------------------- 10
2.2.3 PZB之服務品質量表 ------------------------------------------------------ 12
2.3 顧客滿意度 ----------------------------------------------------------------- 14
2.3.1 顧客滿意度之定義 -------------------------------------------------------- 14
2.3.2 顧客滿意度之衡量 -------------------------------------------------------- 15
2.4 顧客忠誠度 ----------------------------------------------------------------- 16
2.4.1 顧客忠誠度之定義 -------------------------------------------------------- 16
2.4.2 顧客忠誠度之衡量 -------------------------------------------------------- 16
2.5 服務品質、顧客滿意度與顧客忠誠度之關係 ----------------------- 18
2.5.1 服務品質與顧客滿意度之關係 ----------------------------------------- 18
2.5.2 顧客滿意度與顧客忠誠度之關係 -------------------------------------- 18
2.5.3 服務品質與顧客忠誠度之關係 ----------------------------------------- 18
三、 研究方法 -------------------------------------------------------------------- 20
3.1 研究架構 -------------------------------------------------------------------- 20
3.2 研究假設 -------------------------------------------------------------------- 21
3.3 研究變數 -------------------------------------------------------------------- 21
3.3.1 事前期望、事後認知 ----------------------------------------------------- 21
3.3.2 顧客忠誠度 ----------------------------------------------------------------- 23
3.4 問卷與抽樣設計 ----------------------------------------------------------- 23
3.4.1 問卷設計 -------------------------------------------------------------------- 23
3.4.2 前測信度分析 -------------------------------------------------------------- 24
3.4.3 抽樣設計 -------------------------------------------------------------------- 25
3.5 研究對象與資料蒐集 ----------------------------------------------------- 25
3.5.1 研究對象 -------------------------------------------------------------------- 25
3.5.2 資料蒐集 -------------------------------------------------------------------- 25
3.6 統計方法 -------------------------------------------------------------------- 25
四、 資料分析 -------------------------------------------------------------------- 27
4.1 敘述統計分析 -------------------------------------------------------------- 27
4.1.1 顧客搭乘高雄市公車情形 ----------------------------------------------- 27
4.1.2 人口統計變項 -------------------------------------------------------------- 28
4.2 信度與效度分析 ----------------------------------------------------------- 30
4.2.1 信度分析 -------------------------------------------------------------------- 30
4.2.2 效度分析 -------------------------------------------------------------------- 31
4.3 因素分析 -------------------------------------------------------------------- 32
4.4 成對T檢定 ------------------------------------------------------------------ 35
4.4.1 整體高雄市公車之事前期望分析 -------------------------------------- 35
4.4.2 整體高雄市公車之事後認知分析 -------------------------------------- 37
4.4.3 整體高雄市公車事前期望與事後認知之差異分析 ----------------- 39
4.5 變異數分析 ----------------------------------------------------------------- 43
4.5.1 人口統計變項對服務品質之變異數分析 ----------------------------- 43
4.5.2 人口統計變項對顧客忠誠度之變異數分析 -------------------------- 45
4.5.3 搭乘高雄市公車情形對服務品質之變異數分析 -------------------- 46
4.5.4 搭乘高雄市公車情形對顧客忠誠度之變異數分析 ----------------- 47
五、 服務品質改善策略 -------------------------------------------------------- 48
5.1 研究結果 -------------------------------------------------------------------- 48
5.2 改善策略 -------------------------------------------------------------------- 50
六、 結論 -------------------------------------------------------------------------- 56
參考文獻 --------------------------------------------------------------------------------- 57
附錄一 高雄市公車服務品質問卷 ----------------------------------------------- 63
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