臺中市BRT公車試營運階段乘客認知觀感之研究

The study of patrons's perceptions toward the Taichung BRT during trial period

臺中BRT試營運開放試乘是近來國人囑目的重點之一，亦是臺中市民企盼抒解長久以來市區交通壅塞的希望。在臺中市政府的努力之下，BRT已接近全部完工的階段，為提供臺中市民體驗更便捷的BRT服務，臺中市政府開放BRT試營運免費搭乘的活動。為瞭解BRT公車在試營運期間乘客的滿意程度認知，本研究嘗試從BRT試乘乘客的角度出發，運用關鍵事件技術蒐集BRT試乘乘客在體驗乘坐過程中的滿意與不滿意關鍵事件，並依據所蒐集之各關鍵事件予以分類探究，以深入瞭解造成BRT試乘服務滿意與不滿意認知的原因，特別是BRT服務未能到位的根源及未來可改進之處。本研究結果發現，在滿意的關鍵事件方面，共為四大分類，以比重分類依序為「經濟性」、「便捷性」、「舒適性」及「安全性」，而不滿意的關鍵事件方面，則有五大分類，依比重排序為「安全性」、「失誤性」、「舒適性」、「便捷性」及「經濟性」。研究最後依據研究結果提出各項建議，希冀本研究的結果能做為BRT相關單位在軟硬體設施及教育訓練的準則依據及正式營運前的改善參考之用，並做為臺中市政府未來提供更佳市政服務品質的參考。

The BRT trial operation in Taichung city is one of the most emphatic domestic news recently, it also bring a hope to citizens who suffer from a traffic jam in the urban area for a long time. The BRT construction is approaching completion given the great effort from the city government, which offered all passengers trial rides for free, thus all prospective passengers can personally experience the BRT service in advance. To understand passengers􀀁 perceived satisfaction toward the BRT, this research work took the critical incident technique (CIT); it collected both satisfactory and unsatisfactory critical incidents from the passengers who took the BRT during the trial period, and then categorized these incidents to gain insights into the reasons leading to satisfaction or not. The investigation revealed that among the sources of satisfaction, the economic factor topped the ranking, followed by the convenience, comfort, and safety factor. Among the sources of dissatisfactory incidents, the safety factor topped the ranking, the mistake, comfort, and convenience factors the followed behind, the last one is the economic factor. With the findings, a set of concrete suggestions were provided accordingly, and anticipate they can improve the BRT in multi-facet: construction, operation, and the related training works.