提升顧客滿意度之新型態公車服務－以台南市公車為例

Abstract

為了滿足都會區內大眾行的需求以及改善交通擁擠問題，各國政府莫不致力於發展建設一個周全的交通運輸系統並持續推行交通改善方案，其中，提高大眾運輸工具的搭乘意願，是一個能有效疏解交通擁擠的方法。 本研究將台南市公車服務視為一項待企劃的新產品，利用商品企劃七工具的系統思考方式進行實證研究，以了解乘客對於台南市公車服務屬性水準的需求與偏好，並進一步企劃出台南市公車服務新的定位方向。整體研究流程分為兩個階段，第一階段為「訪談調查」、「意見調查」以及「因素分析」，第二階段為「創意發想」、「創意選擇」以及「聯合分析」。 在訪談調查中，根據受訪者意見歸納出三十一個評價項目，作為意見調查問卷的設計基礎，在問卷調查後，經由因素分析獲得三項關鍵因子與開發台南市公車新服務之最適方向。接著，以創意發想與創意選擇法篩選了五項關鍵創意，作為聯合卡屬性與水準設定的依據，再利用SPSS軟體產生十張聯合卡片，最後透過問卷並以SPSS軟體聯合分析的方法得到乘客對台南市公車服務屬性與水準的偏好組合資料。 公車乃為大眾運輸系統之一種，故本研究以最多數人的利益為主要的考量，依據整體受測者之聯合分析結果，提出本研究之建議。研究結果發現乘客對台南市公車服務所重視的屬性依序為「設計通用性」、「博愛座改善」、「等候環境改善」、「資訊查詢便利」、「車輛更新」。另外，提升台南市公車服務水準的最佳組合為：「定期換用新車營運」、「提供低底盤公車，側門電動升降平台」、「增加前排博愛座並用顏色與一般座位區隔」、「候車站提供零售及餐飲服務」與「候車站設置專屬設備供查詢乘車資訊」。

In order to meet the transprot demands of the genreal public in metropolitan area and to improve traffic congestion problems, most governments always put their efforts on developing and establishing a comprehensive transportation system. Wherein, increasing the public willingness to take transit system is proved to be an effective solution of traffic congestion problems. In this research, the service of Tainan city bus is treated as a new product to be promoted, utilizing systematic consideration mode of Seven Tools of New Product Planning (P7), to find the demand and preference of passengers for Tainan city bus service attributes, and moreover, bring up a new position and direction of Tainan city bus service. The research process is divided into two steps. First step includes interview and survey of passengers’ opinion and factor analysis. Second step includes development of originality, choice of originality and conjoint analysis. From the interview survey, thirty-one items have been identified, and theses items are then used as basis in the design of a questionnaire form. After the questionnaire survey, three critical factors have been induced through factor analysis, and the most suitable development directions of Tainan city bus service are also found. Afterward, five critical originalities have been chosen and served as the assessment base for alliance card attributes and level of attributes. Then, ten cards are produced through SPSS software. Finally, through a second questionnaire survey and SPSS conjoint analysis, passenger’s preference of Tainan city bus service attributes and levels of attributes have been obtained. Base on the result of this study, attributes preference emphasized by the majority of passengers for the service of Tainan city bus are in the order as: “general application of design”, “improvement of love seats”, “improvement of waiting environment”, “convenience of the information inquiry”, and “renew of vehicles”. Besides, the optimal combination for the service attribute of Tainnan city bus is: “Periodical replacement of new vehicles for operation”, “Provision of low floor bus, and electrical apron at side door”, “Increase of front row love seats and use a colored separation with common seats”, “Provision of dinning and retail service in bus station”, and “Installation of information inquiry facilities at bus station”.