共享電動機車的服務品質探討-以知覺價格為干擾變項

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：126

、訪客IP：3.133.124.161

姓名

林子翔(Tzu-Hsiang Lin) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

共享電動機車的服務品質探討-以知覺價格為干擾變項
(Service Quality of The Shared Electric Scooter-The Moderating Role of Perceived Price)

相關論文

★ 資訊探求：以電子口碑觀點探討消費者購買決策過程	★ 是事不關己?還是責無旁貸? 消費者對無動物實驗化妝品之購買意圖研究
★ 影響遊戲實況觀眾之黏著度研究 - 整合心流經驗與錯失恐懼觀點

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]

至系統瀏覽論文 ( 永不開放)

摘要(中)

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。

摘要(英)

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.

關鍵字(中)

★ 共享電動機車
★ 服務品質缺口模型
★ 期望感知理論
★ 知覺價格

關鍵字(英)

★ Sharing E-Scooter
★ Gaps Model of Service Quality
★ Perceived Service Gap
★ Perceived Price

論文目次

目錄
摘要 I
Abstract II
誌謝 III
圖目錄 V
表目錄 V
第一章緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究流程 4
第二章文獻探討 5
2.1 共享電動機車 5
2.2服務品質 7
2.2.1 服務品質 7
2.2.2 PZB服務品質缺口模型 8
2.2.3期望-感知模型 (Perceived Service Gap) 10
2.3顧客滿意度 13
2.4知覺價格 14
2.5再購意願 15
第三章研究方法 17
3.1研究架構與假設推論 17
3.2研究對象與資料蒐集 22
3.3操作性定義與問卷設計 23
3.4統計方法分析 27
3.4.1樣本資料分析 (Descriptive Statistics) 28
3.4.2成對樣本T檢定分析 (Paired - Samples T test) 28
3.4.3信度檢定 (Reliability Analysis) 28
3.4.4效度檢定 (Validity Analysis) 29
3.4.5假設驗證 30
第四章資料分析與研究討論 32
4.1基本資料分析 32
4.2敘述性統計分析 34
4.3測量模型之信效度分析 36
4.4 結構模型路徑分析 42
4.5差異分析 44
4.6實證討論 45
第五章結論與建議 52
5.1結論 52
5.2研究意涵 53
5.3研究現制與未來方向 55
參考文獻 57
附錄問卷 64

參考文獻

Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of marketing, 58(3), 53-66.
Ananth, A. A., Ramesh, R., & Prabaharan, B. (2010). Service quality gap analysis in private sector bank-a customer perspective.
AbuKhalifeh, A. N., & Som, A. P. M. (2012). Service quality management in hotel industry: a conceptual framework for food and beverage departments. International Journal of Business and Management, 7(14), 135-141.
Abou-Shouk, M. A., & Khalifa, G. S. (2017). The influence of website quality dimensions on e-purchasing behaviour and e-loyalty: a comparative study of Egyptian travel agents and hotels. Journal of Travel & Tourism Marketing, 34(5), 608-623.
Ali, M., & Raza, S. A. (2017). Service quality perception and customer satisfaction in Islamic banks of Pakistan: the modified SERVQUAL model. Total Quality Management & Business Excellence, 28(5-6), 559-577.
Ali, S. S., Basu, A., & Ware, N. (2018). Quality measurement of Indian commercial hospitals–using a SERVQUAL framework. Benchmarking: an international journal.
Altuntas, S., Dereli, T., & Kaya, İ. (2020). Monitoring patient dissatisfaction: a methodology based on SERVQUAL scale and statistical process control charts. Total Quality Management & Business Excellence, 31(9-10), 978-1008.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
Brady, M. K., & Robertson, C. J. (2001). Searching for a consensus on the antecedent role of service quality and satisfaction: an exploratory cross-national study. Journal of Business research, 51(1), 53-60.
Becerril-Arreola, R., Zhou, C., Srinivasan, R., & Seldin, D. (2017). Service satisfaction–market share relationships in partnered hybrid offerings. Journal of Marketing, 81(5), 86-103.
Byrd, J., Knowles, H., Moore, S., Acker, V., Bell, S., Alanis, N., ... & Wang, H. (2021). Synergistic effects of emergency physician empathy and burnout on patient satisfaction: a prospective observational study. Emergency Medicine Journal, 38(4), 290-296.
Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of marketing research, 2(3), 244-249.
Cuieford, J. P. (1965). Fundamental Statistics in Psychology and Education, 4th (Ed), NY McGraw Hill. Day, RL (1977). Toward a Process.
Chen, L.J. , Gupta, A. , & Rom, W. ( 1994). A study of price and quality in service operations . International Journal of Service Industry Management, 5, 23-34.
Caruana, A., Money, A. H., & Berthon, P. R. (2000). Service quality and satisfaction–the moderating role of value. European Journal of marketing.
Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76(2), 193-218.
Chang, H. H., Wang, Y. H., & Yang, W. Y. (2009). The impact of e-service quality, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value. Total quality management, 20(4), 423-443.
Chong, A. Y. L. (2013). Understanding mobile commerce continuance intentions: an empirical analysis of Chinese consumers. Journal of Computer Information Systems, 53(4), 22-30.
Deming, W. E. (1981). Improvement of quality and productivity through action by management. National productivity review, 1(1), 12-22.
Dodds, W. B., & Monroe, K. B. (1985). The effect of brand and price information on subjective product evaluations. ACR North American Advances.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319.
Da Silva Lourenço, C. D., & Knop, M. F. T. (2011). Education in business administration high and services quality perception: a Servqual scale application. Review of business management, 13(39), 219-233.
Devesh, S. (2019). Service quality dimensions and customer satisfaction: empirical evidence from retail banking sector in Oman. Total Quality Management & Business Excellence, 30(15-16), 1616-1629.
Edvardsson B., Thomasson B. & Ovretveit J. (1994). Quality in Service. Maidenhead: McGraw Hill
El Saghier, N., & Nathan, D. (2013, April). Service quality dimensions and customers’ satisfactions of banks in Egypt. In Proceedings of 20th international business research conference (Vol. 13).
Ennew, C., Waite, N., & Waite, R. (2013). Financial services marketing: An international guide to principles and practice. Routledge.
El-Said, O. A. (2020). Impact of online reviews on hotel booking intention: The moderating role of brand image, star category, and price. Tourism Management Perspectives, 33, 100604.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics.
Feigenbaum, A. (1951). V.(1983) Total Quality Control. Aufl., New York ua.
Felson, M., & Spaeth, J. L. (1978). Community structure and collaborative consumption: A routine activity approach. American behavioral scientist, 21(4), 614-624.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Francken, D. A. (1983). Postpurchase consumer evaluations, complaint actions and repurchase behavior. Journal of Economic Psychology, 4(3), 273-290.
Finley, K. (2013). Trust in the sharing economy: An exploratory study. Retrieved from the University of Warwick, Centre for Cultural Policy
Forsythe, P. J. (2016). Construction service quality and satisfaction for a targeted housing customer. Engineering, Construction and Architectural Management.
Guilford, J. P. (1966). Measurement and creativity. Theory into practice, 5(4), 185-189.
Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of marketing.
Gerson, R. F. (1993). Measuring customer satisfaction. Thomson Crisp Learning.
Glaveli, N., Petridou, E., Liassides, C., & Spathis, C. (2006). Bank service quality: evidence from five Balkan countries. Managing Service Quality: An International Journal.
Gössling, S. (2020). Integrating e-scooters in urban transportation: Problems, policies, and the prospect of system change. Transportation Research Part D: Transport and Environment, 79, 102230.
Gopi, B., & Samat, N. (2020). The influence of food trucks′ service quality on customer satisfaction and its impact toward customer loyalty. British Food Journal.
Hempel, D. J. (1977). Consumer satisfaction with the home buying process: Conceptualization and measurement. The conceptualization of consumer satisfaction and dissatisfaction, 7.
Hair Junior, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (1998). Multivariate data analysis. New Jersey.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention. European journal of marketing.
Habel, J., Schons, L. M., Alavi, S., & Wieseke, J. (2016). Warm glow or extra charge? The ambivalent effect of corporate social responsibility activities on customers’ perceived price fairness. Journal of Marketing, 80(1), 84-105.
Hsu, C. C., Liou, J. J., Lo, H. W., & Wang, Y. C. (2018). Using a hybrid method for evaluating and improving the service quality of public bike-sharing systems. Journal of cleaner production, 202, 1131-1144.
Jacoby, Jacob and Olson, Jerry C. (1977), "Consumer Response to Price: An Attitudinal, Information Processing Perspective," in Moving Ahead With Attitude Research, Y. Wind and M. Greenberg, eds., Chicago. American Marketing Association, 73-86.
Joseph, F., Anderson, R. E., & Tatham, R. L. (1987). Multivariate data analysis with readings. Macmillan Publishing Company.
Joewono, T. B., & Kubota, H. (2007). User satisfaction with paratransit in competition with motorization in Indonesia: anticipation of future implications. Transportation, 34(3), 337-354.
Kotler, P. (1994). Marketing management. Analysis, planning, implementation and control (8th ed.). Englewood Cliffs, NJ: Prentice-Hall.
Kashyap, R., & Bojanic, D. C. (2000). A structural analysis of value, quality, and price perceptions of business and leisure travelers. Journal of travel research, 39(1), 45-51.
Kotler, P., & Keller, K. L. (2006). Marketing Management 12e. France: Edition Pearson Education.
Kotler, P., & Keller, K. L. (2009). Dirección de marketing. Pearson educación.
Kim, H. W., Xu, Y., & Gupta, S. (2012). Which is more important in Internet shopping, perceived price or trust?. Electronic commerce research and applications, 11(3), 241-252.
Kuo, C. W., & Tang, M. L. (2013). Relationships among service quality, corporate image, customer satisfaction, and behavioral intention for the elderly in high speed rail services. Journal of Advanced Transportation, 47(5), 512-525.
Koklic, M. K., Kukar-Kinney, M., & Vegelj, S. (2017). An investigation of customer satisfaction with low-cost and full-service airline companies. Journal of Business Research, 80, 188-196.
Levitt, T. (1972), “Production-Line Approach to Service”, Harvard Business Review, pp. 41-52.
Lovelock, C. H., & Wright, L. (1999). Principles of service management and marketing
Lau, M. M., Cheung, R., Lam, A. Y., & Chu, Y. T. (2013). Measuring service quality in the banking industry: a Hong Kong based study. Contemporary management research, 9(3).
Lee, S., & Lee, K. C. (2020). Comparative Study of Service Quality on VIP Customer Satisfaction in Internet Banking: South Korea Case. Sustainability, 12(16), 6365.
Monroe, Kent B. and R. Krishnan (1985), "The Effects of Price on Subjective Product Evaluations," in Perceived Quality: How Consumers View Stores and Merchandise, eds. Jacob Jacoby and Jerry C. Olson, Lexington, MA: D.C. Heath and Company, 209-232.
Mola, F., & Jusoh, J. (2011). Service quality in Penang hotels: A gap score analysis. World Applied Sciences Journal, 12(T&H), 19-24.
Mersha, T., Sriram, V., Yeshanew, H., & Gebre, Y. (2012). Perceived service quality in Ethiopian retail banks. Thunderbird International Business Review, 54(4), 551-565.
Moghavvemi, S., Lee, S. T., & Lee, S. P. (2018). Perceived overall service quality and customer satisfaction. International Journal of Bank Marketing.
Mugion, R. G., Toni, M., Raharjo, H., Di Pietro, L., & Sebathu, S. P. (2018). Does the service quality of urban public transport enhance sustainable mobility?. Journal of Cleaner Production, 174, 1566-1587.
Melián-Alzola, L., & Martín-Santana, J. D. (2020). Service quality in blood donation: satisfaction, trust and loyalty. Service Business, 14(1), 101-129.
McKenzie, G. (2020). Urban mobility in the sharing economy: A spatiotemporal comparison of shared mobility services. Computers, Environment and Urban Systems, 79, 101418.
Nunnally, J. C. (1978). Psychometric Theory. New York: McGraw-Hill.
Navaratnaseel, J., & Periyathampy, E. (2014). Impact of Servıce Quality on Customer Satisfaction: A Study on Customers of Commercial Bank of Ceylon PLC Trincomalee District. Available at SSRN 2876519.
Narteh, B. (2018). Service quality and customer satisfaction in Ghanaian retail banks: the moderating role of price. International Journal of Bank Marketing.
Nguyen, Q., Nisar, T. M., Knox, D., & Prabhakar, G. P. (2018). Understanding customer satisfaction in the UK quick service restaurant industry. British Food Journal.
Nisson, P. L., Ley, E., & Chu, R. (2020). Electric scooters: Case reports indicate a growing public health concern.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.
Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of retailing.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of marketing, 49(4), 41-50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. 1988, 64(1), 12-40.
Prus, A., & Brandt, B. D. (1995). Understanding your customers. Marketing Tolls, 2(5), 10-14.
Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: a research agenda. Journal of the academy of marketing science, 28(1), 168-174.
Petridou, E., Spathis, C., Glaveli, N., & Liassides, C. (2007). Bank service quality: empirical evidence from Greek and Bulgarian retail customers. International Journal of Quality & Reliability Management.
Rao, A. R., & Monroe, K. B. (1989). The effect of price, brand name, and store name on buyers’ perceptions of product quality: An integrative review. Journal of marketing Research, 26(3), 351-357.
Ramseook-Munhurrun, P., Lukea-Bhiwajee, S. D., & Naidoo, P. (2010). Service quality in the public service. International journal of management and marketing research, 3(1), 37-50.
Ryu, K., & Han, H. (2010). Influence of the quality of food, service, and physical environment on customer satisfaction and behavioral intention in quick-casual restaurants: Moderating role of perceived price. Journal of Hospitality & Tourism Research, 34(3), 310-329.
Ryu, K., Lee, H. R., & Kim, W. G. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International journal of contemporary hospitality management.
Ryu, J. I., & Kim, K. (2018). The influence of nursing care integration services on nurses’ work satisfaction and quality of nursing care. Journal of nursing management, 26(8), 1024-1032
Sheth, J. N., & Howard, J. A. (1969). The theory of buyer behavior. New York: Wiley.
Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of marketing, 27(9), 19-35.
Siddiqi, K. O. (2011). Interrelations between service quality attributes, customer satisfaction and customer loyalty in the retail banking sector in Bangladesh. international Journal of Business and Management, 6(3), 12.
Shanka, M. S. (2012). Bank service quality, customer satisfaction and loyalty in Ethiopian banking sector. Journal of Business Administration and Management Sciences Research, 1(1), 001-009.
Stokes, K., Clarence, E., Anderson, L., & Rinne, A. (2014). Making sense of the UK collaborative economy (Vol. 49). London: Nesta.
Selvakumar, M., Ramar, L., & Sathyalakshmi, V. (2016). Analysis of E-CRM Services of Banks: from the View of Bankers. Acta Universitatis Danubius. Œconomica, 12(6).
Soza-Parra, J., Raveau, S., Muñoz, J. C., & Cats, O. (2019). The underlying effect of public transport reliability on users’ satisfaction. Transportation Research Part A: Policy and Practice, 126, 83-93.
Syahrial, E., Suzuki, H., & Schvaneveldt, S. J. (2019). The impact of serviceability-oriented dimensions on after-sales service cost and customer satisfaction. Total Quality Management & Business Excellence, 30(11-12), 1257-1281.
Teas, R. K., & Agarwal, S. (2000). The effects of extrinsic product cues on consumers’ perceptions of quality, sacrifice, and value. Journal of the Academy of marketing Science, 28(2), 278-290.
Toncar, M. F., Alon, I., & Misati, E. (2010). The importance of meeting price expectations: Linking price to service quality. Journal of Product & Brand Management.
Voss, G. B., Parasuraman, A., & Grewal, D. (1998). The roles of price, performance, and expectations in determining satisfaction in service exchanges. Journal of marketing, 62(4), 46-61.
Varki, S., & Colgate, M. (2001). The role of price perceptions in an integrated model of behavioral intentions. Journal of Service Research, 3(3), 232-240.
Van Iwaarden, J., Van der Wiele, T., Ball, L., & Millen, R. (2003). Applying SERVQUAL to web sites: An exploratory study. International Journal of Quality & Reliability Management.
Wichman, C. J. (2014). Perceived price in residential water demand: Evidence from a natural experiment. Journal of Economic Behavior & Organization, 107, 308-323.
Wallsten, S. (2015). The competitive effects of the sharing economy: how is Uber changing taxis. Technology Policy Institute, 22, 1-21.
Walsh, S., O’Neill, A., Hannigan, A., & Harmon, D. (2019). Patient-rated physician empathy and patient satisfaction during pain clinic consultations. Irish Journal of Medical Science (1971-), 188(4), 1379-1384.
Yeo, R. K., & Li, J. (2014). Beyond SERVQUAL: The competitive forces of higher education in Singapore. Total Quality Management & Business Excellence, 25(1-2), 95-123.
Yang, H., Ma, Q., Wang, Z., Cai, Q., Xie, K., & Yang, D. (2020). Safety of micro-mobility: analysis of E-Scooter crashes by mining news reports. Accident Analysis & Prevention, 143, 105608.
Zaltman, G., & Burger, P. (1975). Marketing research: Fundamentals and dynamics. Dryden Press.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.
Zeithaml, V.A. and Bitner, M.J. (2003) Services marketing: integrating customer focus across the firm, McGraw-Hill/Irwin, Boston.
Zhang, C., Liu, Y., Lu, W., & Xiao, G. (2019). Evaluating passenger satisfaction index based on PLS-SEM model: Evidence from Chinese public transport service. Transportation Research Part A: Policy and Practice, 120, 149-164.
Zuo, W., Zhu, W., Chen, S., & He, X. (2019). Service quality management of online car-hailing based on PCN in the sharing economy. Electronic Commerce Research and Applications, 34, 100827.

指導教授

洪秀婉陳德釗(Shiu-Wan Hung Der-Chao Chen)

審核日期

2021-7-27

推文