臺鐵遊輪式觀光列車服務品質、旅客滿意度與再乘意願之研究

The Relationships among Service Quality, Passenger Satisfaction and Retaking Intention: A Case of TRA Cruise-style Train

陳淑娟(Shu-Chuan Chen)；郭仕堯(Shih-Yao Kuo)

遊輪式觀光列車 ； 服務品質 ； 滿意度 ； 再乘意願 ； TRA Cruise-style Train ； Service Quality ； Satisfaction ； Retaking Intention

島嶼觀光研究

8卷4期（2015 / 12 / 01）

49 - 68

繁體中文

郵輪式列車乃臺鐵結合鐵路、觀光、餐飲與旅遊活動的觀光列車，將臺鐵車站現有景點與當地文化特色及歷史進行整合，藉此滿足遊客對運輸、旅遊、休閒三合一服務的需求與期望。自2008 年推出後，成為頗受歡迎的旅遊方式，亦於臺鐵傳統經營模式中，開創新局。然而近年來客座率卻呈現下降趨勢，如何吸引遊客搭乘，成為臺鐵必須思考的問題。本研究目的在於統整臺鐵郵輪式列車發展沿革及現況、檢驗臺鐵郵輪式列車服務品質、旅客滿意度與再乘意願之關聯性。採立意抽樣方法進行問卷發放，研究對象為搭乘過臺鐵郵輪式列車之遊客，共發放400份問卷，回收有效問卷377 份。以回歸分析得致研究結果如下：（1）服務品質對滿意度具有正向影響；（2）服務品質與滿意度對再乘意願具有正向影響；（3）滿意度部分中介服務品質對再乘意願的正向影響效果。經由實證資料分析結果，提出具體建議以供臺鐵局經營管理及後續研究之參考。

In 2008, a new product named cruise-style train, which provides multiple functions like transportation, sightseeing, catering service and tourism activities, has been introduced in Taiwan by Taiwan Railway Administration (TRA). Combining present train stations with local cultural and historical spots, cruise-style train service offers passengers an exclusive opportunity to have all-in-one tourism experience. It has opened up a new era for expanding railway business operation in Taiwan. However, recently the passenger loading seems to slightly drop. It is thus critical for TRA to find efficient strategy to attract passengers. This study aims to review the history and current status of TRA cruise-style train service, examining the relationships among service quality, passenger satisfaction and retaking intention by conducting questionnaire survey. Using purposive and snowball sampling techniques, 377 valid questionnaires were collected. The empirical results of regression analysis indicate that service quality positively affects passenger satisfaction and retaking intention, while passenger satisfaction positively affects retaking intention. In addition, the partially mediating effect of satisfaction has been confirmed. Practical suggestions are made to both TRA and future research.

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