高雄捷運系統使用者再購意願之研究

The Repurchase Intention Factor-An Empirical Study in Kaohsiung Mass Rapid Transit

10.6132/JCM.2009.5.2.08

戴貞德(Jen-Der Day)；孫允文(Yun-Wen Sun)

再購意顧 ； 服務品質 ； Repurchase Intention ； Service Quality

商業現代化學刊

5卷2期（2009 / 11 / 01）

99 - 112

繁體中文

本研究以高雄捷運系統爲研究對象，探討影響大眾運輸系統消費者再購意顧的因素，並分析消費者對於服務的期望重視度及知覺滿意度，以瞭解其間是否有差異存在。本研究方法採用問卷調查取得抽樣資料，以SPSS統計軟體進行資料分析驗證。研究結果顯示，影響再購意願最高的因素前三項爲「出發地及目的地距離車站的遠近」、「私人運具停車方便」、「轉乘系統的便利性」，服務品質期望重視度最高的項白爲「車站及列車的安全」。綜合影響再購意願因索及期望重視度與知覺滿意度研究結果，歸納整理出增加顧客再購意願之建議共六點，分別是轉乘環境改善、強化安全訴求、提升票卡系統可信度、搭乘優惠方案、服務人力投入、加強宣導服務項目等。

The purpose of this research is to study the factor of Mass Rapid Transit passenger's repurchase intention, and analyze the passenger response of expected value degree and perception satisfaction degree. Afterward, the result of Paired T test show that in the degree of expected value and perception satisfaction exist in difference. The questionnaires were given to consumers in Kaohsiung Mass Rapid Transit. There are 156 effective questionnaires in the sampling. The statistical results show that: (1) the most important of repurchase intention items are ”The distance of departure point and destination to station”, ”Parking easy”, ”Transfer easy”. (2) the most important of expected value degree item is ”It is safe in the station and train”. (3) the most important of perception satisfaction degree item is ”It is safe in the station and train”. The result show that: Offer safety service is important for Mass Rapid Transit passenger. The research conclusions suggest the ways to raise repurchase intention: transfer environmental improvement, strengthen securest, promote ticket systen correct degree, preferential cases, throw manpower, strengthen propagate, promote service items.