司機人格特質與服務品質對乘客再購行為之影響─以A計程車隊為例

The Influence of Driver's Personality Trait and Service Quality to the Customer's Repurchase Behavior-An Example of the Taxi Fleet A

10.29770/JTCMT.201203.0002

王如鈺(Ru-Yu Wang)；王仁宏(Jen-Hung Wang)；蘇冠年(Guan-Nian Su)

人格特質 ； 服務品質 ； 再購行為 ； 計程車 ； 服務業 ； Personality Trait ； Service Quality ； Repurchase Behavior ； Taxi ； Service Industry

台北海洋技術學院學報

5卷1期（2012 / 03 / 01）

15 - 43

繁體中文

在過去的交通運輸服務業相關研究文獻中，較少著墨於駕駛員人格特質是否會影響顧客知覺之服務品質，再加上第一線服務人員所提供給顧客的服務會影響其對此企業的印象與評價，因此，本研究認為其具有探討之重要性與必要性。另一方面，與過去研究不同之處在於：本研究針對顧客之再購行為並非衡量其意願程度，而係直接以顧客之「再購次數」做為衡量指標，進而更具有實務性。研究結果顯示：（一）宜人性愈明顯，則關懷性、確實性、可靠性與反應性愈滿意；（二）嚴謹性愈明顯，則反應性愈滿意；（三）外向性愈明顯，則確實性與關懷性愈不滿意；（四）服務導向愈明顯，則確實性與關懷性愈滿意；（五）有形性、反應性、確實性與關懷性愈佳，則顧客實際再購次數愈多。

The past literatures about traffic transportation service industry seldom discussed that whether the service quality customer perceived is influenced by the taxi drivers' personality traits or not. At the same time, the service frontline service staffs offered will influence the customers' impressions and evaluation on this business. As a result, the authors think that this issue is important and essential to discuss. In addition, for the repurchase behavior, the view of the study is different from the past researches. They always measure the customers' willingness degree, but in this study, the authors directly measure it by the ”repurchase times” as the measure index, and think that it will have more practical value. The results reveal that: (1) The higher level of ”Agreeableness” taxi driver owned can lead to the higher customer satisfaction on ”Empathy”, ”Assurance”, ”Reliability” and ”Responsiveness”; (2) The higher level of ”Conscientiousness” taxi driver owned can lead to the higher customer satisfaction on ”Responsiveness”; (3) The higher level of ”Extroversion” taxi driver owned can lead to the lower customer satisfaction on ”Assurance” and ”Empathy”; (4) The higher level of ”Service Orientation” taxi driver owned can lead to the higher customer satisfaction on ”Assurance” and ”Empathy”; (5) The higher level of service quality of ”Tangibles”, ”Responsiveness”, ”Assurance”, and ”Empathy” can lead to the customer repurchase times more and more.

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