公共運輸無縫轉乘服務品質、滿意度與忠誠度之關聯模式構建：以臺北都會區轉運站為例

Modeling Casual Relationships among Public Transportation Seamless Transfer’s Service Quality, Satisfaction and Loyalty: A Case of Transfer Stations in Taipei Metropolitan

根據交通部統計處調查顯示，近年來民眾不願搭乘公共運輸的因素，有23% ~ 30%的民眾認為公共運輸轉乘不便為主因之一。本研究嘗試以使用者觀點，探討公共運輸無縫轉乘之空間、時間、資訊與服務4 大面向之潛在構面與相關觀察變項，並依前述關聯模式架構，結合服務品質、顧客滿意與顧客忠誠理論模式，構建一個可反應現況之因果關係網路模式。本研究透過結構化方程模式驗證所提模式之配適程度，確立構面間路徑之成立關係，以奠定整體模式之合理基礎，然後藉由貝氏網路模式，在整體無縫轉乘服務品質的改善與無縫轉乘滿意度的提升之下，預測乘客對公共運輸忠誠度的變化，並從中歸納出關鍵改善構面與次序，據以提出改善策略。

In Taiwan, according to Ministry of Transportation and Communications’travel surveys in recent years, 23% to 30% of the people think publictransportation is not convenient to transfer. It shows that seamless transfer inpublic transportation has become a hot issue for research. This paper aims atmodeling a causal model of seamless transfer’s service quality, satisfaction andloyalty to public transportation by conducting an empirical study at two transferstations in the Taipei Metropolitan. Seamless transfer of public transportation canbe classified into space, time, information and service from the passengers’viewpoint. Based on results of the questionnaires, the hypothesis of causalrelationships among service quality, satisfaction and loyalty can be verified by theStructural Equation Modeling (SEM).Then the Bayesian Network (BN) model isused to predict passengers’ shifts between private and public vehicles if certainseamless transfer strategies are implemented. The findings can be referred to othersimilar application areas with modified models in the future.