小客車租賃業服務品質與旅遊生活型態之研究

A Study on Service Quality of the Car Rental Industry and Consumers' Lifestyle

10.29916/JMPP.201509_9(3).0004

林士彥(Shih-Yen Lin)；陳朝鍵(Chao-Chien Chen)；李明仁(Ming-Jen Lee)；尚思齊(Szu-Chi Shang)

小客車租賃業 ； 服務品質 ； 生活型態 ； Car Rental Industry ； Service Quality ； Lifestyle

管理實務與理論研究

9卷3期（2015 / 09 / 01）

59 - 79

繁體中文

邇來國人走出戶外進行休閒遊憩的風氣與日俱增，加以台灣高鐵投入營運已漸步入正軌，民眾搭高鐵出外旅遊次數頻率增加，對小客車租賃需求也越來越高，汽車租賃業者紛紛投入租車的市場。因此改善小客車租賃業之服務品質，提升消費者滿意為當務之急。本研究以汽車租賃公司為研究範圍，探討小客車租賃顧客生活型態對對服務品質、顧客滿意與忠誠度之關聯。研究結果顯示不同旅遊生活型態區隔對期望和實際感受的服務品質因素上皆有顯著差異；整體服務的滿意度愈高，則顧客忠誠度愈高。本研究根據研究結論並提出具體可行建議與改善方案。

An increasing number of Taiwanese are spending time outdoors engaging in leisure and recreation. Additionally, people tend to ride with the high-speed rail nowadays; thus, the demand for rental cars is growing and more operators are entering the market. Therefore, there is an increasingly urgent need to improve service quality and customer satisfaction in the car rental industry. This study investigates a rental car company and explores the relationship between service quality and consumers' lifestyle. The study shows that the effectiveness of different travel lifestyles on service quality factors is significant. We identifies that higher satisfaction creates a greater sense of customer loyalty. We provide concrete, feasible suggestions for improvements based on our findings.

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