旅客對臺灣桃園國際機場航廈內新標誌系統之滿意度分析

Abstract

標誌系統提供機場國內外旅客自助尋路服務，桃園國際機場於100年正式啟動標誌改善專案，故本研究主要目的係了解新標誌系統的整體滿意度水準、最需要改善部份、認識不同群組滿意度差異性及提出最終改善建議。 本研究方法主要透過問卷設計與調查法來了解旅客對新標誌系統的滿意情形與感受。調查方式為親自至出境候機室發放300份問卷詢問國內外旅客的意見，其中國外旅客又分為香港、大陸及日本。 由問卷結果得知旅客對新標誌指引設施的滿意度與對新標誌要素的滿意度兩部份之總平均值皆為接近滿意的狀況，但行李寄存及打包櫃檯設施為最需要改善的標誌，而數量與位置為最需要改善的要素。其中值得注意的部份是日本旅客的滿意度皆偏低，故是桃園國際機場管理單位需多加研究探討的部份。

A signage system helps passengers find their way in the airport. The main purpose of this research is to analyze the level of passenger satisfaction with the new signage system launched by Taiwan Taoyuan International Airport in 2011, including parts that need improvement, satisfaction differences with different groups, and recommendations for improvement. Specifically, this study examines the questionnaire survey to explore passenger satisfaction and their feelings for the new signage system. The researcher distributed 300 questionnaires in the waiting room to acquire opinions of domestic and foreign travelers. Foreign travelers are divided into three categories: Hong Kong, Mainland China, and Japan. The result of questionnaires analysis tells that the average passenger feelings toward the elements of the signage system and its display facilities are close to satisfactory condition. Signs for baggage storage and packing are the top priorities which require improvement. In terms of elements, the number and location of signs are the top priorities that require improvement. What is noticeable is that the satisfaction level of Japanese tourists is low. The airport authorities of Taiwan Taoyuan International Airport need to do more researches to explore the part.