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E92032
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台北悠遊卡使用者搭乘台北大眾捷運之顧客服務滿意度與顧客忠誠度之相關性研究
A Correlational Study of Customers\' Satisfaction and Customers\' Loyalty toward Taipei Rapid Transit Easy Card Users
1.葉源鎰
1.Yuan-I Eric Yeh
1.靜宜大學觀光事業學系暨研究所
1.Department of Tourism, Providence University
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1.靜宜大學觀光事業學系暨研究所
1.Department of Tourism, Providence University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2003-08-01
A.14 計畫執行期間(訖):2004-07-31
2004-04-032004-04-08
A.16 收到日期:2004-11-17
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使用悠遊卡搭乘捷運之大眾

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C.2 聯絡日期:2004-11-18
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1.靜宜大學觀光事業學系暨研究所
1.Department of Tourism, Providence University
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C.7 資料公開日期:2005-08-01
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1.台北大眾捷運公司
2.台北悠遊卡
3.顧客忠誠度
4.顧客滿意度
1.Customer\'s Loyalty
2.Customer\'s Satisfaction
3.Taipei Easy Card
4.Taipei Rapid Transit Corporation
近年來智慧卡已廣被許多行業應用作為提升消費過程方便性與安全性的主要工具,如健保局所發行的IC健保卡與內政部所推廣之自然人憑證等。

對於捷運業者而言,如何針對顧客需求改變發展因應策略,進而針對消費者個別需求提供客制化服務是發展上的重要課題。而智慧卡可大量儲存消費者使用習性 資訊以及其他各項特性正為捷運業之發展上的關鍵。因此,本研究以瑞士顧客滿意度指標模式(SWICS)進行研究,以探討台北悠遊卡使用者搭乘台北大眾捷運 之顧客服務滿意度與顧客忠誠度的關係,研究結果發現:

1. 悠遊卡相關硬體方面服務品質的提供比起軟體方面服務品質的提供對於顧客知覺價值有正向影響。

2. 使用悠遊卡來搭乘捷運所感受的價值會正向的影響顧客滿意度。

3. 使用悠遊卡來搭乘捷運所感受的知覺軟體方面的品質會正向的影響顧客意見交流的意願。

4. 顧客在對於捷運公司有顧客滿意度後才會對該公司產生忠誠度。

5. 顧客使用悠遊卡搭乘捷運後對於捷運公司的滿意度主要受顧客對於悠遊卡相關硬體方面的品質及知覺使用悠遊卡搭乘捷運的價值感受的影響,而其中又以與悠遊卡相關硬體方面的品質的期望的影響最為重要。

 This study is aimed to explore Taipei Easy Card users’ behavior toward Taipei Rapid Transit Service through investigating the interrelationship between customers’ satisfaction and customers’ loyalty. Models of SWICS and ESCI were employed to build and further explore the variables affecting product service and customer relation. The variables investigated by this study included (1)company image; (2)customer expectation; (3)perceived value; (4)perceived quality; (5)overall customer satisfaction; and (6)customer dialogue. Perceived quality, composed of product/hardware and service/humanware, was conducted as a key factor to find the relationship between customers’ satisfaction and customers’ loyalty. The study results indicated that:

1. In comparison to Taipei Easy Card’s service/humanware, Taipei Easy Card’s product/hardware was more likely to affect customer’s perceived value positively.

2. Taipei Easy Card users’ perceived value positively customers’ satisfaction.

3. Taipei Easy Card users’ perceived service/humanware quality positively affected customers’ dialogue.

4. Customers’ overall satisfaction was positively related to customers’ loyalty.

5. Taipei Easy Card users’ satisfaction for Taipei Rapid Transit was mainly affected by customers’ expectations for product/hareware quality, followed by customers’ perceived value.

D.16 完成檢誤日期:2005-10-07
D.17 預定釋出日期:2005-08-01
D.18 初次釋出日期:2005-10-25
D.19_1 最新版釋出日期:2005-10-25
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10.6141/TW-SRDA-E92032-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E92032
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