人際關係對大眾運輸系統乘客旅運行為調節效果之驗證－以市區公車為例

ASSESSING THE MODERATING EFFECT OF INTERPERSONAL RELATIONSHIP IN PASSENGER BEHAVIORAL MODEL- CASE OF CITY BUS

林俊宏(Jiun-Hung Lin)

市區公車 ； 服務品質 ； 人際關係 ； 關係行銷 ； City bus ； Service quality ； Interpersonal relationship ； Relation marketing

運輸計劃季刊

46卷1期（2017 / 03 / 30）

1 - 18

繁體中文

如何提升市區公車乘客的搭乘意願以協助舒緩都會區道路車輛擁擠，乃是一項重要的大眾運輸管理議題。有鑑於關係行銷乃是各種消費性服務業用以維繫顧客的有效作為，而屬於引伸性需求的大眾運輸業，在過去的乘客搭乘心理決策模式之相關實證性研究顯示，和關係行銷作為相關的司機與乘客之間的人際關係互動，對於乘客搭乘行為意向的影響不顯著。但由於市區公車服務過程中有人際互動相關之要素存在，應會對於乘客搭乘市區公車的價值產生作用與影響，且多起新聞報導亦顯示，司機與乘客之間的人際關係互動，可為乘客產生價值並影響其搭乘意願。因此本研究認為和關係行銷作為相關的司機與乘客之間的人際關係互動，可能是透過扮演調節服務價值對於乘客滿意度和搭乘行為意向之間的關係，而對於市區公車乘客搭乘行為產生作用。因此本研究企圖以實證資料使用線性結構模式，透過調節效果驗證程序，對於司機與乘客之間的人際關係互動，在市區公車乘客行為意向模式中的調節效果進行實證。分析結果顯示，市區公車業者與乘客之間的人際關係，會對於市區公車服務價值和行為意向之間的關係產生顯著的調節效果，較高人際關係下的市區公車服務價值對於行為意向的正向關係，會顯著高於較低人際關係下的市區公車服務價值對於行為意向的正向關係。整體而言，市區公車業者與乘客之間的人際關係，乃是經由服務價值對於行為意向產生調節作用而對乘客搭乘行為產生影響。

How to promote the city bus usage intention to ease the congestion in urban traffic network is an important issue of public transportation system management. Previous studies indicate relation marketing is an effective strategy to retain customer in retailing services. However, for public transportation which is derived demand, related empirical study indicate interpersonal interaction between bus driver and passenger can not significantly influence passenger intention to take bus. Since city bus service involve factors related to interpersonal interaction between city bus service staffs and passengers and should have impact on the service value generating process and considering several news indicate interpersonal interaction between driver and passengers will create values and increase the intention to take bus, this research argue that relation marketing related interpersonal interaction may play as moderator and moderate the relation of service value on passenger satisfaction and on behavioral intention. LISREL with empirical data is designed to empirical test this assumption. The research results indicate that the interpersonal interaction between city bus staffs and passengers will moderate the relation between service value and passenger behavior intention significantly. The influence of service value on passenger behavior intention under higher interpersonal interaction will higher than that under lower one significantly. Interpersonal interaction between city bus staffs and passengers will influence passenger behavioral intention significant through the way to moderate the relation between service value and passenger behavior intention.

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