長途汽車客運旅客個人屬性、價值觀與其服務品質偏好之關聯性研究

Abstract

由於台灣地區幅員狹小，公路運輸仍為民眾主要的交通工具，但國內在道路硬體設施追不上人口與車輛成長速度下，交通阻塞情況愈發嚴重，公路大眾運輸量亦逐年遞減，為解決台灣日趨惡劣的交通環境，交通部於84年元月份宣佈全面開放高速公路客運權，希望藉由密集的交通路線網與市場自由競爭的原則來提升高速公路的服務品質，並提高民眾使用大眾運輸工具的意願，減緩國內自用車輛成長速度。 本研究的動機在瞭解自由開放競爭的市場情況下旅客個人屬性，價值觀與消費行為之間的關係，以期能幫助汽車客運公司業者進行有效的行銷策略擬訂，做好確定的市場區隔，以便業者能找到明確的目標市場，同時能藉由研究調查的結果訂定出開發潛在客戶的策略。 本研究獲得以下之結論: (1)不同個人屬性對旅客所重視的服務品質有不同的差異 (2)不同的價值觀對旅客所重視的服務品質有不同的差異 (3)個人屬性與價值觀兩者之間存在著交互作用

The highway transportation was the major choice for people in Taiwan before. However, in consideration of that the growth rates of the population and car were much higher than that of the highway system and the traffic problem has become more and more serious, Ministry of Transportation and Communication opened superhighway bus license on January 1995. This deregulation was to reduce the car growth rate, to increase the usage of MTS (Mass Transportation System), and to improve service quality by introducing more competitors into the market. This research was designed to study the relationships among the passenger demography, value and service quality favor after the long-distance bus market became a free one, where the competition is more tense. We hope this study can provide valuable information for transportation companies to target and segment the market effectively, to approach the market with proper marketing strategies, and to meet the potential customers’ needs. The conclusion as below: 1. There are differences between passenger demography and service quality favor. 2. There are differences between passenger value and service quality favor. 3. The interaction between from passenger demography and value.