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研究生: 王瑋顥
研究生(外文): Wei-Hao Wang
論文名稱: 高鐵旅客對服務品質、價格知覺、系統品質及滿意度與再購意願之研究
論文名稱(外文): The Study on the Impact of Quality of Service, Perception of Price, Quality of System and Satisfaction of Customers on Intention of Re-travel
指導教授: 方志強
指導教授(外文): Chih-Chiang Fang
學位類別: 碩士
校院名稱: 樹德科技大學
系所名稱: 資訊管理系碩士班
論文出版年: 2011
畢業學年度: 99
語文別: 中文
論文頁數: 50
中文關鍵詞: 台灣高鐵服務品質價格知覺系統品質顧客滿意度再購意願
外文關鍵詞: Taiwan High Speed Railquality of serviceperception of pricequality of systemsatisfaction of customersrepurchase intention
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台灣自從十大建設完成後,南北交通幹道主要為省道、高速公路、鐵路及航空。但經濟起飛之後,對於交通品質的要求越來越高,使得原有的交通系統已不能滿足民眾的需求。政府為了解決這個問題決定發展高速鐵路系統,並在民國89年3月開始建設。在多年努力之後,終於在民國96年時,讓台灣高鐵正式營運通車,使得民眾又多了一項方便、快速、安全的交通選擇。不過從營運以來,高鐵公司在訂票系統、優惠價格政策、車班安排與準點、以及客戶服務等相關問題上出現了不少狀況,導致民眾產生抱怨與不信任,進而使得營運績效受到影響。因此本研究為了瞭解民眾對於高鐵的價格、服務及訂票系統,是否會影響民眾的滿意度而影響到再乘意願。本研究將以SPSS軟體進行因素分析、t檢定、單因子變異數分析(ANOVA) 、共變數分析以及迴歸分析,對樣本做分析及假設檢定來探討滿意度及再乘意願,並得以了解民眾的需求以及高鐵內部是否有需要進行改善的地方。

For the transportation industry, commuter expectations for better transportation now go beyond safety and efficiency to include comfort. Taiwan High Speed Rail tries to make it possible for commuters to travel in comfort. Therefore, the study survey and discuss the impact of quality of service, perception of price, quality of system and satisfaction of customers on intention of re-travel. Accordingly, we take quality of service, perception of price, quality of system and satisfaction of customers on intention as independent variables, and intention of re-travel as a dependent variable to construct all hypotheses of our study’s structure model. In order to understand the casual relationship of all constructs of the study, we will employ “factor analysis”, “single factor variation analysis”, ”covariance analysis”, and “regression analysis” as the tools in analyzing statistic data. We hope the study can provide the useful strategies or guidelines for Taiwan High Speed Rail to improve its operation and performance.

中文摘要………………………………………………………………………………….i
英文摘要…………………………………………………………………………………ii誌謝……………………………………………………………………………………………...iii目錄……………………………………………………………………………………………...iv
表目錄…………………………………………………………………………………….……..vi
圖目錄…………………………………………………………………………………………..vii
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
第二章  文獻探討………………………………………………………………………………..4
2.1服務品質……………………………………………………………………………….4
  2.2價格知覺………………………………………………………………………………10
  2.3系統品質………………………………………………………………………………13
  2.4顧客滿意度……………………………………………………………………………18
2.5再購意願………………………………………………………………………………20
第三章  研究架構與方法………………………………………………………………………22
3.1研究架構與研究假設…………………………………………………………………22
3.1.1研究架構………………………………………………………………………22
3.1.2研究假說………………………………………………………………………23
  3.2操作行定義及問卷設計………………………………………………………………25
    3.2.1服務品質………………………………………………………………………25
    3.2.2價格知覺………………………………………………………………………26
    3.2.3系統品質………………………………………………………………………26
    3.2.4顧客滿意度……………………………………………………………………27
    3.2.5再購意願………………………………………………………………………27
  3.3問卷題項………………………………………………………………………………28
  3.4人口統計變項…………………………………………………………………………29
第四章  研究結果與分析………………………………………………………………………30
4.1前言……………………………………………………………………………………30
4.2敘述性統計分析………………………………………………………………………30
4.3信度分析………………………………………………………………………………31
4.4平均數分析……………………………………………………………………………32
4.4.1服務品質………………………………...…………………………………….33
  4.4.2價格知覺………………………………………………………………………34
4.4.3系統品質………………………………………………………………………34
4.4.4顧客滿意度……………………………………………………………………34
4.4.5再購意願………………………………………………………………………35
  4.5變異數分析及t檢定………………………………………………………………….35
4.6SEM模式分析…………………………………………………………………………36
第五章  結論與建議……………………………………………………………………………38
5.1結論……………………………………………………………………………………38
5.2建議……………………………………………………………………………………38
5.3研究限制與後續建議…………………………………………………………………39
第六章  參考文獻………………………………………………………………………………40
中文文獻………………………………….…………………………………………………….40
英文文獻………………………………………………………………………………………..42



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