國道客運乘客知覺之服務品質，滿意度與移轉障礙對其行為意向之影響

EFFECTS OF PERCEIVED SERVICE QUALITY, CUSTOMER SATISFACTION AND SWITCHING BARRIERS ON PASSENGERS’ BEHAVIORAL INTENTIONS IN SCHEDULED COACH SERVICE ON NATIONAL FREEWAY

以往對影響消費者行為意向的研究，大多僅著重於服務犧牲與服務價值之關連，較缺乏探討服務品質、顧客滿意度與移轉障礙之影響。本研究企圖將上述各構念皆納入模式考量，俾更能解釋國道客運業乘客的行為意向。本研究採線性結構關係模式作為驗證模式配適度之分析工具。研究對象包含台北台南線與台中高雄線各四家公司之乘客。調查方式於各公司起迄點隨機發放問卷，由乘客帶回填寫後以郵寄方式回收。本研究共發出5,503份問卷，有效回收問卷1,097份。分析結果顯示，除移轉障礙中之人際關係對消費者行為意向之影響未達到統計的顯著性外，其餘之研究假設經檢定後均成立。本研究也依據研究結果提供業者營運管理之相關建議。

Earlier research only stressed the effects of service sacrifice and service value on customer’s behavioral intentions, while lacking the understanding of the effects of service quality, customer satisfaction and switching barriers. This study attempts to take all the above-mentioned constructs into consideration and explain passengers’ behavioral intentions more in depth. The analytical tool of Linear Structural Relations (LISREL) is used in this study. The research subjects include passengers of four companies both in the Taipei-Tainan route and the Taichung-Kaohsiung route. The questionnaires for survey were given in random to passengers in the waiting rooms of various companies. The passengers were asked to mail back the completed questionnaires. 5,503 questionnaires in total were delivered, and 1,097 effective responses were received. The results of this study indicate that although the effect of interpersonal relationships of switching barriers on passengers’ behavioral intentions did not reach the statistically significant level, the other hypotheses of causal relationships were verified. This paper also provided business management suggestions for scheduled coach service operators.