标题: | 提升顾客满意度之新型态公车服务-以台南市公车为例 New-type Bus Service to Enhance Customers’ Satisfaction - A Case Study of Tainan City Bus |
作者: | 刘佳峰 Liu, Chia-Fong 黄承传 Hwang, Cherng-Chwan 运输与物流管理学系 |
关键字: | 公车服务;台南市公车;商品企划七工具;联合分析;Bus Service;Tainan City Bus;Seven Tools of New Product Planning;Conjoint Analysis |
公开日期: | 2008 |
摘要: | 为了满足都会区内大众行的需求以及改善交通拥挤问题,各国政府莫不致力于发展建设一个周全的交通运输系统并持续推行交通改善方案,其中,提高大众运输工具的搭乘意愿,是一个能有效疏解交通拥挤的方法。 本研究将台南市公车服务视为一项待企划的新产品,利用商品企划七工具的系统思考方式进行实证研究,以了解乘客对于台南市公车服务属性水准的需求与偏好,并进一步企划出台南市公车服务新的定位方向。整体研究流程分为两个阶段,第一阶段为“访谈调查”、“意见调查”以及“因素分析”,第二阶段为“创意发想”、“创意选择”以及“联合分析”。 在访谈调查中,根据受访者意见归纳出三十一个评价项目,作为意见调查问卷的设计基础,在问卷调查后,经由因素分析获得三项关键因子与开发台南市公车新服务之最适方向。接着,以创意发想与创意选择法筛选了五项关键创意,作为联合卡属性与水准设定的依据,再利用SPSS软体产生十张联合卡片,最后透过问卷并以SPSS软体联合分析的方法得到乘客对台南市公车服务属性与水准的偏好组合资料。 公车乃为大众运输系统之一种,故本研究以最多数人的利益为主要的考量,依据整体受测者之联合分析结果,提出本研究之建议。研究结果发现乘客对台南市公车服务所重视的属性依序为“设计通用性”、“博爱座改善”、“等候环境改善”、“资讯查询便利”、“车辆更新”。另外,提升台南市公车服务水准的最佳组合为:“定期换用新车营运”、“提供低底盘公车,侧门电动升降平台”、“增加前排博爱座并用颜色与一般座位区隔”、“候车站提供零售及餐饮服务”与“候车站设置专属设备供查询乘车资讯”。 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”. |
URI: | http://140.113.39.130/cdrfb3/record/nctu/#GT079536517 http://hdl.handle.net/11536/41319 |
显示于类别: | Thesis |
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