免費公車服務品質，知覺價值，乘客滿意度與行為意向之研究—多層次模型之應用

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：53

、訪客IP：3.147.140.37

姓名

黃心韻(Hsin-yun Huang) 查詢紙本館藏

畢業系所

土木工程學系

論文名稱

免費公車服務品質，知覺價值，乘客滿意度與行為意向之研究—多層次模型之應用
(A Study on Service Quality, Perceived Value, Passenger Satisfaction and Behavioral Intention of Free Bus Service -- Application of Hierarchical Linear Modeling)

相關論文

★ 圖書館系統通閱移送書籍之車輛途程問題	★ 起迄對旅行時間目標下高速公路匝道儀控之研究
★ 結合限制規劃法與螞蟻演算法求解運動排程問題	★ 共同邊界資料包絡分析法在運輸業之應用-以國內航線之經營效率為例
★ 雙北市公車乘客知覺服務品質、知覺價值、滿意度、行為意向路線與乘客之跨層次中介效果與調節式中介效果	★ Investigating the influential factors of public bicycle system and cyclist heterogeneity
★ A Mixed Integer Programming Formulation for the Three-Dimensional Unit Load Device Packing Problem	★ 高速公路旅行時間預測之研究--函數資料分析之應用
★ Behavior Intention and its Influential Factors for Motorcycle Express Service	★ Inferring transportation modes (bus or vehicle) from mobile phone data using support vector machine and deep neural network.
★ 混合羅吉特模型於運具選擇之應用-以中央大學到桃園高鐵站為例	★ Preprocessing of mobile phone signal data for vehicle mode identification using map-matching technique
★ 含額外限制式動態用路人均衡模型之研究	★ 動態起迄旅次矩陣推估模型之研究
★ 動態號誌時制控制模型求解演算法之研究	★ 不同決策變數下動態用路人均衡路徑選擇模型之研究

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

[檢視]

[下載]

本電子論文使用權限為同意立即開放。
已達開放權限電子全文僅授權使用者為學術研究之目的，進行個人非營利性質之檢索、閱讀、列印。
請遵守中華民國著作權法之相關規定，切勿任意重製、散佈、改作、轉貼、播送，以免觸法。

摘要(中)

近年來免費公車為各鄉鎮市或是某些行業會主動提供的服務，過去的研究多以一般市區公車為研究對象，並無針對免費公車進行乘客的滿意度評估。本研究將以台灣35個有提供免費公車的地區，進行影響乘客滿意度之分析。
本研究以1382 位來自35 個城市的乘客為例，以傳統的迴歸分析、結構方程模式(Structural Equation Modeling, SEM)和階層線性模式(Hierarchical Linear Modeling, HLM)，進行脈絡效果的分析。
研究數據指出，利用HLM 的脈絡效果模型可以證明脈絡變數與個體解釋變數之間的影響，也發現脈絡變數存在組間的差異。本研究最後以HLM 分析的結果發現只有該地區乘客平均的服務品質對於個體層次的變數有顯著弱化的解釋力，平均的知覺價值和滿意度，則對個體層次的變數無顯著解釋力。

摘要(英)

Free bus services have become popular in recent years. However, unlike normal bus services, there has no study on the performance, particularly satisfaction of passengers, for free bus services. This research is aimed to address this important issue using both the traditional statistical analysis and hierarchical linear modeling (HLM) technique.
Based on the 1382 questionnaires collected from 35 cities in Taiwan, the results verify that both individual variables and contextual variables have certain effects in HLM and the contextual variables in different groups are statistically different. We also observed that the average satisfaction quality of the passengers from a group would weaken the explanatory capability of individual variables in that group. Moreover, the average perceived value and
satisfaction has shown no effect on the variables pertaining to the individual level.

關鍵字(中)

★ 免費公車
★ 結構方程模式
★ 階層線性模式

關鍵字(英)

★ Structural Equation Modeling
★ Free bus service
★ Hierarchical Linear Modeling

論文目次

摘要.....................................................................................................................................................................I
ABSTRACT......................................................................................................................................................... II
誌謝................................................................................................................................................................. III
目錄..................................................................................................................................................................IV
圖目錄..........................................................................................................................................................VI
表目錄........................................................................................................................................................VII
第一章緒論..................................................................................................................................................... 1
1-1 研究背景與動機................................................................................................................................. 1
1-2 研究目的............................................................................................................................................. 2
1-3 研究範圍與對象................................................................................................................................. 2
1-4 研究流程............................................................................................................................................. 3
第二章文獻回顧............................................................................................................................................. 4
2-1 免費公車相關文獻.............................................................................................................................. 4
2-2 服務品質............................................................................................................................................. 9
2-3 知覺價值........................................................................................................................................... 16
2-4 滿意度............................................................................................................................................... 17
2-5 行為意向........................................................................................................................................... 19
2-6 服務品質、知覺價值、滿意度與行為意向之關係........................................................................ 21
2-6-1 服務品質與知覺價值.............................................................................................................. 21
2-6-2 服務品質與滿意度.................................................................................................................. 21
2-6-3 服務品質與行為意向.............................................................................................................. 21
2-6-4 知覺價值與滿意度.................................................................................................................. 21
2-6-5 知覺價值與行為意向.............................................................................................................. 21
2-6-6 滿意度與行為意向.................................................................................................................. 21
2-7 大眾運輸相關文獻............................................................................................................................ 22
第三章研究方法........................................................................................................................................... 26
3-1 研究設計........................................................................................................................................... 26
3-2 研究架構與假設............................................................................................................................... 27
3-3 操作型定義與問卷設計.................................................................................................................... 28
3-4 抽樣設計........................................................................................................................................... 30
3-5 資料分析方法................................................................................................................................... 31
3-5-1 敘述性統計.............................................................................................................................. 31
3-5-2 信度與效度.............................................................................................................................. 31
3-5-3 結構方程模式.......................................................................................................................... 31
3-5-4 階層線性模式.......................................................................................................................... 32
第四章實證分析結果................................................................................................................................... 34
4-1 敘述性統計....................................................................................................................................... 34
4-2 題項分析........................................................................................................................................... 37
4-3 問卷信度與效度分析........................................................................................................................ 42
4-4 結構方程模式分析............................................................................................................................ 44
4-5 階層線性模式分析............................................................................................................................ 45
4-5-1 以知覺價值為依變項的HLM分析........................................................................................ 46
4-5-2 以滿意度為依變項的HLM分析............................................................................................ 50
4-5-3 以行為意向為依變項的HLM分析........................................................................................ 60
第五章結論與建議....................................................................................................................................... 80
5-1 結論................................................................................................................................................... 80
5-1-1 乘客特性................................................................................................................................. 80
5-1-2 題項分析結果.......................................................................................................................... 80
5-1-3 HLM分析結果......................................................................................................................... 80
5-1-4 研究結論................................................................................................................................. 81
5-2 建議................................................................................................................................................... 82
參考文獻.............................................................................................................................................................. 83

參考文獻

1. 交通部運輸研究所，「免費公車可行性研究-兼論公車改善策略」，1991 年。
2. 江秉釧，「免費公車效益分析之研究-以桃園市為例」，中央大學土木工程學系，碩士
論文，2002 年。
3. 林香琪，「國內線航空公司服務品質之實證研究」，台灣大學商學研究所，碩士論文，
1996 年。
4. 林軒正，「改善國道客運業服務品質缺口之研究—以A 公司為例」，交通大學運輸科
技與管理學系，碩士論文，2001 年。
5. 任維廉、胡凱傑，「大眾運輸服務品質量表之發展與評估—以台北市公車系統為例」，
運輸計畫季刊，第30 卷第2 期， 371-408 頁，2001 年。
6. 吳奇龍，「台北地區計程車服務品質、顧客滿意度與顧客忠誠度關聯性之研究」，交
通大學交通運輸研究所，碩士論文，2007 年。
7. 何宜憲，「台北市公車營運服務評鑑、營運績效及旅客認知服務品質長期趨勢分析」，
開南大學物流與航運管理學系，碩士論文，2007 年。
8. 沈建宏，「企劃市公車有魅力的服務屬性之實證研究—以台中市區統聯公車為例」，
東海大學企業管理系，碩士論文，2008 年。
9. 呂堂榮，「國道客運業服務品質、顧客滿意度與移轉障礙對消費者行為意向之影響」，
交通大學運輸科技與管理學系，碩士論文，2002 年。
10. 余駿祺，「顧客滿意度對顧客忠誠度影響之研究—以台17 線公路客運業為例」，成功
大學交通管理科學系，碩士論文，2003 年。
11. 邱皓政，結構方程模式：LISREL 的理論技術與應用，雙葉書廊，台北，2003 年。
12. 周泰華、黃俊英、郭德賓，「服務品質與顧客滿意評量模式之比較研究」，輔仁管理
評論，第6 卷第1 期， 37-68 頁，1999 年。
13. 周駿呈，「台北市聯營公車服務品質與乘客滿意度之研究」，淡江大學運輸科學研究
所，碩士論文，1998 年。
14. 胡凱傑，「應用服務品質量表與知覺價值模式探討旅客再消費意願之影響因素：以汽
車客運業為例」，交通大學運輸科技與管理學系，博士論文，2003 年。
15. 徐嘉駿，「免費公車績效指標評選與分析──以市民公車為例」，中央大學土木系，
碩士論文，2009 年。
16. 梁志隆，「台北大眾捷運系統服務品質與顧客滿意度之研究」，中山大學公共事務管
理研究所，碩士論文，2000 年。
17. 張益壽，「觀光列車旅遊品質、知覺價值、滿意度與遊後行為意向關係之研究—以東方美人號為例」，成功大學交通管理科學系，碩士論文，2008 年。
18. 張勝雄、周駿呈、劉建良，「公車服務品質與駕駛員管理策略之探討」，都市交通，
第15 卷第2 期，16-26 頁，2000 年。
19. 張醒亞，「航空運輸業服務品質、顧客滿意與購買因果關係之研究」，雲林技術學院
企業管理學系，碩士論文，1995 年。
20. 曾鵬廷，「以旅運者行為探討中長程國道客運市場之行銷契機」，交通大學運輸工程
與管理學系，碩士論文，2001 年。
21. 董士偉，「服務場景與等候經驗對國道客運旅客行為意向與選擇行為之影響」，交通
大學運輸科技與管理學系，碩士論文，2005 年。
22. 溫福星，階層線性模式：原理、方法與應用，雙葉書廊，台北，2007 年。
23. 溫福星，邱皓政，「多層次模型方法論：階層線性模型的關鍵議題與試解」，台大管
理論叢，第19 卷第2 期，263-294 頁，2009 年。
24. 劉建良，「公車駕駛員之薪資滿足感與工作壓力、工作滿足、服務品質之關係探討」，
淡江大學運輸科學研究所，碩士論文，2000 年。
25. 鄭淼生，「旅客滿意因素分析之實證研究—以台鐵、台汽旅客為例」，交通大學管理
科學研究所，碩士論文，1994 年。
26. Bolton, R.N. and Drew, J. H., “A Multistage Model of Customers’ Assessments of Service
Quality,” Journal of Consumer Research, Vol. 17, No. 4, pp. 375-384, 1991.
27. Cardozo, R.N., “An Experimental Study of Customer Effort, Expectation, and
Satisfaction,” Journal of Marketing Research, Vol. 11, No. 2, pp. 244-249, 1965.
28. Cohen, J., Statistical Power Analysis for the Behavioral Sciences, 2nd ed., Hillsdale, NJ:
Eribaum, 1988.
29. Cronin, J.J., Brady, M.K. and Hult, G.T.M., “Assessing the Effects of Quality, Value and
Customer Satisfaction on Consumer Behavioral Intention in Service Environment,”
Journal of Retailing, Vol. 76, pp. 193-218, 2000.
30. Crosby P.B., Quality is free, Mc Graw-Hill Book Co, New York, 1979.
31. Day, R.L., “Extending the Concept of Consumer Satisfaction,” Advances in Consumer
Research, Vol. 4, No. 1, pp. 149-154, 1977.
32. Deming, W.E., Quality Productivity, and Competitive Position, MIT Press, Cambridge,
1982.
33. Dodds, William B., Monroe, Kent B. and Grewal, Dhruv, “Effects of Price, Brand, and
Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, Vol.
28, pp. 307-319, 1991.
34. Engel, James F., Blackwell, Roger D., Miniard, Paul W., Consumer Behavior, 6th ed.,Dryden Press, New York, 1984.
35. Fornell, Claes, “A National Customer Satisfaction Barometer: The Swedish Experience,”
Journal of Marketing, Vol. 56, pp. 6-21, 1992.
36. Goetsch, D.L. and Davis, S., “Introduction to Total Quality: Quality, Productivity,
Competitiveness”, Prentice-Hall International Edition, New York, 1994.
37. Goodman, J., “The Nature of Customer Satisfaction,” Quality Progress, pp. 37-40, 1989.
38. Gravin, D.A., “What does Product Quality Really Mean,” Sloan Management Review, Vol.
26, No. 1, pp. 25-43, 1984.
39. Gronroos, “An Applied Service Marketing Theory,” European Journal of Marketing, Vol.
16, No. 7, pp. 30-41, 1982.
40. Hampel, C.J., “Consumer Satisfaction with the Home Buying Process, Conceptualization
and Dissatisfaction,” Hunt, H.K., Ed., Science Institute, Cambridge, MS, 1977.
41. Henson, R. K., “Understanding Internal Consistency Reliability Estimates: A Conceptual
Primers on Coefficient Alpha,” Measurement and Evaluation in Counseling and
Development, Vol. 34, pp. 177-188, 2001.
42. Hirotaka, Takeuchi and Quelch, J.A., “Quality is More Than Making a Good Product,”
Harvard Business Review, 1983.
43. Hopkins S.A., Strasser S., Hopkins W. E., and Foster J. R., “Service Quality Gaps in the
Transportation Industry: An Empirical Investigation,” Journal of Business Logistics, Vol.
14, No. 1, pp. 145-161, 1993.
44. Juran, J.M., Universal Approach to Managing for Quality, Quality Progress, pp. 19-24,
1974.
45. Juran, J.M., Universal Approach to Managing for Quality, Quality Progress, pp. 10-24,
1986.
46. Kotler, Philp, Marketing Management Analysis, Planning, Implementation and Control,
9th ed., Prentice-Hall International Edition, New York, 1997.
47. Kotler, Philp, Marketing Management: Millennium Edition, Prentice-Hall Inc, 2000.
48. Kreft, ITA, G.G., Are Multilevel Techniques Necessary? An Overview, Including
Simulation Studies, California State University Los Angeles, 1996.
49. Lee, M. and Cunninghum, L.F., “Customer loyalty in the airline industry,” Transportation
Quarterly, Vol. 50, No. 2, pp. 57-72, 1996.
50. Lovelock, C. H., Service Marketing: People, Technology, Stratrgy, 4th ed., Prentice-Hall
International Edition, pp. 54-71, New York, 2001.
51. Luke, D. A., Multilevel Modeling, Newbury Park, CA: Sage, 2004.
52. Monroe, K, B. and Krishnan, R., “The Effect of Price on Subjective Product Evaluations,”In Perceived Quality: How Consumer View Stores and Merchandise, Jacob, J. and Olson
J.C., Lexiington, MA: Lexiington Books, pp. 209-232, 1985.
53. Oh, H., “Service Quality, Customer Satisfaction and Customer Value: A Holistic
Perspective,” International Journal of Hospitality Management, Vol. 18, No. 1, pp. 67-82,
1999.
54. Oliver, R.L., “Measurement and Evaluation of Satisfaction Process in Retail Settings,”
Journal of Retailing, Vol. 57, pp. 25-47, 1981.
55. Oliver, R.L., “Whence Consumer Loyalty,” Journal of Marketing, Vol. 63, pp.33-44, 1999.
56. Parasuraman, A., Zeithaml, V.A. and Berry, L.L, “A conceptual Model of Service Quality
and Its Implications for Future Research,” Journal of Marketing, Vol. 49, pp. 41-50, 1985.
57. Parasuraman, A., Zeithaml, V.A. and Berry, L.L, “SERVAUAL:A Multiple-Item Scale for
Measuring Customer Expectations of Service,” Journal of Retailing, Vol. 64, pp. 12-40,
1988.
58. Park, J.W., Robertson, R. and Wu, C.L., “The Effect of Airline Service Quality on
Passengers’ Behavioral Intention: A Korean Case Study,” Journal of Air Transport
Management, Vol. 10, pp. 435-439, 2004.
59. Patterson, P. G. and Spreng, R. A., “Modelling the Relationship between Perceived Value,
Satisfaction and Repurchases Intentions in a Business to Business,” International Journal
of Service Industry Management, Vol. 8, pp. 414-434, 1997.
60. Raines-Eudy, R., “Using structural equation modeling to test for differential reliability
andvalidity: An empirical demonstration,” Structural Equation Modeling, Vol. 7, No. 1,
pp. 124-141, 2000.
61. Regan W.J., “The Service Revolution,” Journal of Marketing, Vol. 27, pp. 57-62, 1963.
62. Sasser, Earl W., Paul Olson R., and Daryl Wyckoff D., Management of Service Operation :
Text and Cases, Allyn and Bacon Inc., 1978.
63. Sweeney, J.C., Soutar, G.N. and Johnson, L.W., “Retail Service Quality and Perceived
Value: A Comparison of Two Models”, Journal of Retailing and Consumer Service, Vol. 4,
No. 1, pp. 39-48, 1997.
64. Woodruff, Robert B, Ernest R. Cadotte and Roger Jenkins L., “Modeling Consumer
Satisfaction Processes Using Experience-Bases Norms”, Journal of Marketing Research,
Vol. 20, pp.296-304, 1993.
65. Zeithaml, V.A., “Consumer Perception of Price, Quality, and Value: A Means-End Model
and Synthesis of Evidence,” Journal of Marketing, Vol. 52, No. 3, pp. 2-22, 1988.
66. Zeithaml, V.A., Berry, L.L. and Parasuraman, “The Behavioral Consequences of Service
Quality,” Journal of Marketing, Vol. 60, No. 2, pp. 31-46, 1996.
67. Zimmerman, C.D., Quality: Key to Service Productivity, Quality Progress, pp. 32-35,
1985.

指導教授

陳惠國(Huey-kuo Chen)

審核日期

2010-7-28

推文