改善國道客運業服務品質缺口之研究-以A公司為例

Abstract

國道客運業於民國八十四年開放之前，僅有台汽(國光客運)與統聯客運參與營運。開放後，由於多條路線與多家業者經營，主要係希望透過市場的良性競爭提高服務品質，由於新進中小企業者並不像舊有大型業者具有規模經濟的優勢，為求生存，必須設法追求更高的服務品質。本研究挑選一新進之個案公司作為研究對象，參考PZB之服務品質概念模式與延伸模式，應用問卷調查法，企圖有系統地探討個案公司之服務品質現況，並檢視內部四個服務品質缺口是否顯著存在。 研究結果（1）發現本研究修正之服務品質與影響因素量表，信度與效度皆落在可接受的範圍內。（2）在服務品質缺口方面，發現個案公司所有項目的服務品質缺口(缺口五)皆顯著存在，而缺口一至缺口四也都各有幾題達到顯著水準，其中以公司對外宣傳與實際遞送的服務水準間的差距(缺口四)，與第一線員工無法達到服務品質標準(缺口三)為較嚴重之問題，管理者無法訂定適當的服務品質標準(缺口二)次之，管理者無法確實掌握旅客期望(缺口一)的問題最輕微。（3）在各缺口影響因素構面方面，以「員工與工作的配合度」，「技術與工作的配合度」與「角色衝突」的影響最為顯著。最後，本研究分別針對各缺口及其影響因素提供個案公司管理改善的相關建議。

Before 1995, only Taiwan Motor Company and United Highway Bus Company had scheduled freeway bus business in Taiwan. After opening, different routes for different companies to run business was intending to enhance the service quality by introducing competition to the market. Those new companies, unlike the old ones, did not have the competitive advantage of the economies of scale. Therefore, in order to survive, they have to pursue a better service quality. In this study, we picked a new company as a case and applied service quality conceptual model as well as service quality extended model as our references. We attempt to discuss the service quality of the case company by use questionnaire survey method. Besides, we looked into four service quality gaps to see whether these gaps significantly exist or not. We found that the reliability and validity of modified scales of service quality and related factors are acceptable. In service quality gaps, all items of service quality (gap 5) are significantly exist, and there are also a few items of gap 1 to gap 4 being significantly exist. The worst gaps of these gaps are gap 4 (between external communication and service delivery), and gap 3 (employees do not delivery to service quality standards). The second worse one is that managers do not select right service standards (gap 2). The minor problem is that managers do not know clearly what customers expect (gap 1). Among all the affect factors, "Employee-Job Fit", "Technology-Job Fit", and "Role Conflict" have the most significant effect. At last, we proposed suggestions according to the affect factors of each gap to improve the case company`s management problem.