臺灣博碩士論文加值系統

近幾年交通運輸發達且台北市交通擁有相當高密度的公車路線以及捷運路線遍布，在台北市不同地點之間的移動，搭乘大眾運輸服務上已經有相當多的選擇，如何提升市區公車服務品質已是大眾運輸經營管理方面備受矚目的重點之一。本研究欲了解顧客重視的公車服務品質，並藉由Kano分析、重要度分析及目標困難度分析整合之架構，提供業者作為改善服務品質策略的依據，瞭解顧客最重視的品質屬性，並由企業資源的角度切入，以找出最適改善屬性。
本研究以問卷調查法，台北市每家公車業者之乘客填答數目至少為30份，有效問卷共計489份問卷，其研究對象為搭乘台北市市區公車的乘客；而目標困難度之問卷則由台北市公車業者填答，每家業者約2至3份由主管填答，共回收36份。
研究結果顯示，「以安全的車輛提供服務」列為優先改善的首位。乘客相當重視此屬性，但目前大部分乘客實際搭乘的感受與認知仍有落差，而業者認為要改善並不困難，因此從該屬性著手開始改善，能夠有效提升乘客滿意度。其次為「等車時間不會太久」，其滿意度係數指標高，然而乘客認為的重要程度與實際搭乘經驗有相當程度的落差，雖然業者認為要改善此屬性具有困難度，但仍應將其列入優先改善順序。

In recent years, transportation is developed and the traffic in Taipei City has a very high-density bus route, how to improve the quality of urban bus services has become a focus of public transportation management. This study is to understand the quality of bus service that customers value, and provide the decision-making basis for the improvement of service quality strategy by Kano analysis, Importance－Performance analysis and goal difficulty analysis integration structure, to understand the quality attributes that customers value most and the perspective of the resource to find the optimal improvement attribute.
The results of the study showed that "providing services with safe bus" ranks first in priority improvement. Passengers attach great importance to this attribute. However, most of the passengers feel that there is still a gap between satisfaction and perception and the company’s supervisors believes that it is not difficult to improve this property. Therefore, starting from this property, we can effectively improve passenger satisfaction. The second is "the waiting time will not be too long", and its satisfaction coefficient is high. However, the passengers think that the importance is quite different from the actual riding experience. Although the industry thinks that it is not easy to improve this property, it should still be included in the priority improvement order.

第一章 緒論------------------------------1
1.1 研究背景及動機-----------------------1
1.2 研究目的-----------------------------3
1.3 研究流程-----------------------------3
第二章 文獻探討---------------------------5
2.1 大眾運輸服務--------------------------5
2.2 Kano模式分析--------------------------9
2.3 重要度績效分析------------------------13
2.4 目標困難度---------------------------15
第三章 研究方法---------------------------17
3.1 三維模型概念--------------------------17
3.1.1 三維模型之X軸：綜合滿意指數(CSI)-----18
3.1.2 三維模型之Y軸：標準化權重(SW)--------20
3.1.3 三維模型之Z軸：目標困難度(GD)--------20
3.1.4 整合X、Y、Z軸-----------------------21
3.2 問卷設計------------------------------22
3.3 抽樣方法------------------------------26
3.4 信、效度檢定--------------------------28
3.4.1 效度檢測----------------------------28
3.4.2 信度檢測----------------------------28
第四章 研究結果----------------------------29
4.1 樣本結構------------------------------29
4.2 信度分析------------------------------32
4.3 Kano’s Model分析---------------------32
4.4 重要度績效分析------------------------40
4.5 目標困難度分析------------------------43
4.6 統合指標（AI）------------------------45
第五章 結論與建議-------------------------48
5.1 結論---------------------------------48
5.2 管理意涵------------------------------49
5.3 研究限制及後續研究建議-----------------51
參考文獻----------------------------------53
附錄一 乘客填答之問卷----------------------57
附錄二公車業者認知改善服務品質難易度調查問卷-60

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