旅客對於高鐵售票通路功能之重視度與滿意度研究

Abstract

2012年12月17日於通車將屆滿六週年之前夕，台灣高鐵累積旅運量已經突破2億；2013年元旦更創下單日21萬2千餘人次的旅運量，是通車6年多以來單日最高的紀錄。面對逐漸提升的旅運量，爲紓解車站有限空間的售票限制，高鐵不斷開發車站以外之售票通路，包括網路及語音訂位服務、便利商店訂位、付款及取票服務、高鐵 「T Express」手機訂位程式，及悠遊聯名卡直接過閘乘車等。 因多元化的售票通路陸續推出，車站之售票比例（包括車站售票窗口及自動售票機）已有逐年降低之趨勢，然隨著旅運量持續成長，車站之售票量卻仍呈現緩步上揚。在車站售票空間及售票設備有限之情況下，應如何持續提升通路服務，引導旅客使用站外通路，仍是高鐵亟需面對的一項課題。 本研究採問卷調查法蒐集資料，並搭配SPSS統計分析，包括因素分析，卡方檢定、t檢定，變異數分析及迴歸分析等，探討高鐵旅客行為及其對於通路功能之重視度與整體滿意度。 研究結果發現，偏好「乘車當日購票」之旅客，多為頻繁搭乘，且為單獨旅行者，特別針對於商務旅客，可能因搭乘時間不定，及公務臨時狀況較多，爲保有乘車彈性，故仍偏好「乘車當日購票」。而偏好使用「車站售票窗口」之旅客，以教育程度「大學畢(含) 以下」之旅客較多，及旅次目的非為「休閒旅遊」之旅客。 旅客對於高鐵售票通路之滿意度高，特別是針對「交易安全」、「資訊充分」與「服務品質」等功能屬性，這些較屬於通路基本功能，亦為高鐵品牌之基礎，為日後應保持之通路服務品質，以持續讓旅客得以信任與依賴。

Taiwan High Speed Rail has been operated since 2007. In the 1st day of 2013, the ridership was reached up to 212,000, which was the record of single day during the passed 6 years. In order to have more convenient ticketing service for the increasing passenger traffic, the company provides several ticketing channels outside the stations, including online booking and payment, Kiosk in the convenience stores, smart phone APP and directly travel by Taipei easy Co-Brander Card. Although the multiple channels had released the ticketing job of the stations, the increasing passenger traffic was caused the long queuing of passengers for waiting to buy ticket in station during weekend or holiday. It’s an important mission to guide more and more passengers to buy ticket via the channels out of station. In this study, we will indicate the key functions of channels passengers take account amd point out the positive influence to customer satisfaction. During the research, questionnaire survey was adopted to collect the passengers’ experience. Than the data were analyzed by using descriptive statistics, Factor Analysis,Reliability Analysis, t-test, one way ANOVA and Chi-Spare Tests. The result shows that, overall speaking, THSRC channel service quality is between“satisfactory” and “very satisfactory”. Besides, this study indicates “discount“ is the key issue passenger care a lot, but also the one made passenger dissatisfied.