應用成對比較與選擇圖像法探討國道客運服務品質之定位效果

A STUDY OF THE POSITIONING EFFECTS OF SERVICE QUALITY OF INTERCITY BUS COMPANIES BY APPLYING PAIRWISE COMPARISON AND CHOICE MAP

本研究目的在於分析國道客運公司的相對市場定位。在成對比較的服務屬性滿意度下，藉由選擇圖像的分析方法，分別構建以市場區隔與隨機權重法的定位模式，以比較兩種指定方法的優劣，並以二維空間的展示分析各家國道客運公司的相對定位及競爭關係，本文亦提出有效的係數限制規則，以符合定位係數的認定與標準化。研究結果顯示，機率型的隨機權重法具有較佳的模式解釋能力。在服務屬性方面，行車可靠度與旅客舒適度會顯著影響國道客運業者的相對定位。此外，個體社經變數必須以空間維度的觀念指定於定位模式中，才可正確考量個體社經變數對於市場定位的影響。實證研究是以臺北－高雄間的國道客運選擇行為為對象，並以成對比較法設計問卷以進行顯示偏好數據的蒐集。

The aim of this study is to investigate the relative market positioning ofintercity bus companies. The pairwise comparison method was employed tocollect data on traveler satisfaction with the service quality of these companies.By using the positioning method of choice map, specifications of marketsegmentation and random weight were respectively constructed to comparemodel performances. The relative positioning and competition between intercitybus companies were revealed by a two-dimensional map. An effectivecoefficient-restricted rule was also proposed to identify and normalize thepositioning coefficients. The empirical results show that the market positioningmodel with the specification of random weight has better explanatory power,and traveler satisfaction with travel reliability and comfort significantlyinfluences the relative positioning of intercity bus companies. In addition,individual socioeconomic characteristics, as well as positioning coefficients,should be specified in the form of space dimension to gain more accuratepositioning effects. The intercity bus choice behavior between Taipei andKaohsiung was used for the empirical study, and the revealed preference datawere collected using pairwise-comparison questionnaires.