| 摘要: | 近年來由於共享商業模式的興起，許多業者紛紛推出各種不同商業發展，其中適合存在在台灣市場上的共享電動機車服務越來越普遍，能夠隨即租借機車的方式已對消費者的生活上產生很大的改變，對於消費者的接受與認知程度為本研究想關注的議題。本研究將以普遍學者使用的服務品質缺口模型作為理論基礎，並以其中缺口五的期望感知模型來探討消費者對於共享電動機車服務的期望與認知後的差異，並暸解在於顧客心中，服務品質裡的有形性、可靠性、反應性、確實性與同理性，哪個為顧客在意的影響關係。此外，也加入知覺價格作為干擾因素，探討顧客的主觀價格是否會對服務品質與顧客滿意度之間有所影響。本研究採取問卷調查法，共計回收有效問卷 362份，使用線性結構方程式進行研究假說分析。經由實證分析的結果得知，有形性、確實性、同理性對顧客滿意度呈現正相關，代表業者提供之實體設備、客服人員的專業程度與提供個別的服務都是顧客注重的因素。此外，關於差異分析中發現，有形性、反應性與同理性存在顯著的缺口，綜合兩項分析結果，業者必須優先改善有形性與同理性之缺口，以提升服務品質程度。另一方面，知覺價格具有存在顯著干擾效果，代表顧客在做選擇時會受到價格考量的因素並造成對其認知的影響程度。本研究的研究結果能夠提供學術與企業對於未來經營方向的參考方向與建議。;In recent years, due to the rise of sharing economy, many companies have operated various business developments, among which the shared e-scooter service is becoming more and more common in Taiwan. The way it can rent electric scooters immediately has made a big difference in consumers’ lives, so we focus on the consumer acceptance and awareness. This study use the service quality gap model as the theoretical basis and the gap 5 expectation-perception model to investigate the difference between consumers′ expectations and perceptions of the sharing e-scooter service. The model is used to understand which of the service quality factors, tangibles, reliability, responsiveness, assurance, and empathy, are important to customers. In addition, the perceived price is added as a moderating factor to investigate whether the customer′s subjective price has an impact on the service quality and customer satisfaction.
The research model was tested with data collected from 362 potential users, and using structural equation modeling (SEM) to validate the causal relationship between variables. The results of this study were summarized as follows. Tangibility, reliability, and empathy have a significant effect on customer satisfaction, which means that customers care about the physical equipment, the professionalism of customer service personnel, and the individual services provided by the company. In addition, the analysis of variance indicates that there are significant gaps in tangibles, responsiveness, and empathy. Combining these two results, we can know that companies should prioritize to improve the gap between tangibles and empathy in order to improve the service quality. Besides, perceived price has the significant moderating effect. We conclude that customers are affected by price considerations when making choices and cause the effect of their perceptions. The results of this study could provide a reference on academic and companies. |
