服務場景與等候經驗對國道客運旅客行為意向與選擇行為之影響

Abstract

摘 要 隨著國道客運業市場競爭日益劇烈，營運者欲在此環境中持續發展，需先確實掌握旅客行為意向與實際選擇客運公司之行為，然後才能因應其需求特性，提供更高水準之服務。以往探討旅客行為意向與行為的研究中，多探討票價、服務品質、知覺價值等因素，較缺乏探討服務場景與等候經驗之影響。為了更周延的辨認出對於整體服務品質有影響之因素，本研究將上述變數之各構念納入考量。 而為求能夠釐清是哪些攸關影響因素如何影響國道客運旅客之行為與意向，本研究採用兩階段研究方式，首先應用結構方程式模型，探討各影響因素是否會影響國道客運旅客之行為意向，並瞭解其間之因果關係；接著再使用個體選擇模式，探討影響旅客行為意向之前導因素，是否會進一步影響旅客實際選擇搭乘客運公司之行為。期望經由兩階段之處理方式，能深入瞭解各因素對於旅客再購意願與實際選擇行為之影響關係與影響力，作為客運公司擬定行銷策略參考。 本研究之對象包含經營國道客運短程路線(台北新竹線)的新竹三重、國光、豪泰、飛狗、亞聯五家公司，與經營中長程路線(台北台南線)的國光、統聯、和欣三家公司。調查的進行方式則是由調查員隨旅客上車並發放問卷，且在詳細解說問卷內容後，才開始填答，待旅客下車時，由調查員現場回收問卷。本研究總共發放713份問卷，有效問卷回收640份。 結構方程式模型結果顯示，乘客對於服務的知覺價值為影響其行為意向的最主要因素；在影響知覺價值的變數中，整體服務品質的正向影響大於票價合理性的正向影響；在影響整體服務品質的變數中，服務場景的正向影響大於等候經驗。 個體選擇模式結果顯示，服務場景之「周遭環境」構面與「符號與標示」構面，等候經驗之「延遲的控制」構面與「延遲」構面，票價，整體服務品質(中長程路線顯著)，旅客社經特性與旅次特性為顯著影響國道客運旅客選擇行為之變數。在價格彈性方面，中長程路線旅客的價格敏感度比短程路線旅客更高。策略敏感度分析顯示，業者若想提升其市場佔有率，在短程路線部分，以改善旅客對於等候經驗之「延遲的控制」構面滿意度一個等級效果最佳；在中長程路線則以改善旅客對於服務場景之「符號與標示」構面滿意度一個等級效果最佳。 在管理意涵方面，為讓乘客有正面的行為意向並且更願意選擇搭乘該客運公司，本研究提出五項具體建議：訂定適當的票價，讓乘客感到物超所值；提供符合顧客期望之服務，而非盲目的改善所有服務項目；提升服務場景之水準；提供旅客良好的等候經驗；考慮競爭對手與環境，設定適當的市場區隔。

Abstract With the competition of market of scheduled coach service being heated, if the managers want to continuously develop, they should understand passengers' behavioral intention and actual behavior of choices in advance, so the managers could provide more high-standard service according to passengers' specialties of demand. In the past, the research of passenger's intention and behavior often discussed the factors, such as fare, service quality, perceived value, etc., but lack for discussing the effects of servicescape and waiting experience. In order to find out the key factors of overall service quality more specifically, this study took the constructs of these variables into consideration. We used two stage research methods in order to identify what relevant factors affect passengers' behavior and intention in which way. First, we applied “Structural Equation Modeling, (SEM)” for discussing whether these factors will affect passengers' behavioral intention in scheduled coach and find the cause and effect between them. Then we applied “Discrete Choice Modeling, (DCM)” for discussing whether the leading factors which affect passengers' behavioral intention will affect passengers' actual behavior of choices in scheduled coach. We expected that we could understand these key factors of the relationship and intensity, which affect the passengers' intention of repurchasing and behavior of choice in scheduled coach service, as a reference of the marketing strategy for the scheduled coach company. Our subjects of research include five companies (Hsinchu-Sanchung bus, Kuo-Kuang bus, How-Tai bus, Freego bus, Ya-Lan bus) which operate short-term (Taipei-Hsinchu) scheduled coach and three companies (Kuo-Kuang bus, Tung-Luan bus, Ho-Hsin bus) which operate long-term (Taipei-Tainan) scheduled coach. The investigator got on the bus and gave the questionnaire to the passenger, and began to fill out and answer after explaining in detail the content of the questionnaire, when the passenger got off, the investigator retrieved the questionnaire immediately. Granting 713 questionnaires altogether in this research, the effective questionnaires are 640. The result of the SEM research showed that the main factor which affects the behavioral intention is the value of service perceived by passengers. Among the variables that affect the value of service, the positive effects of the overall service quality are larger than those of the reasonability of the fare. And in the variables that affect overall service quality, the positive effects of the servicescape are larger than those of the waiting experience. The result of the DCM showed that the dimension of “ambient conditions” and “signs and symbols” in the servicescape, and “service provider’s control over delay” dimension and “delay” dimension in waiting experience, reasonability of fare, overall service quality (significant in long-term), passengers' socioeconomic characteristics and trip characteristics greatly affected passengers' actual behavior of choices in scheduled coach. The elasticity of price showed that, the sensitivity of long-term passengers' price was higher than short-term passengers. On the other hand, Strategy sensitivity analysis showed that, if the short-term companies’ operators are willing to promote their market share, they should improve passengers’ satisfaction in “control over delay” dimension in waiting experience; if the long-term companies’ operators want to promote their market share, they should improve passengers’ satisfaction in “signs and symbols” dimension in the servicescape. In the managerial implication, there are five specific suggestions for passengers to have positive behavioral intention and to be more willing to decide to take the coach. 1. Set a reasonable fare. 2. Provide a service that accord with passengers’ expectation. 3. Promote service level of servicescape. 4. Provide good waiting experiences for passengers. 5. Take competitors and environment into consideration, and set proper market segmentation.