共享電動機車的服務品質探討-以知覺價格為干擾變項

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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)

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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

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指導教授

洪秀婉陳德釗(Shiu-Wan Hung Der-Chao Chen)

審核日期

2021-7-27

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