服務保證與知覺等候經驗對旅客滿意度與再購意願之影響：以臺鐵為例

Effects of Service Guarantee and Perceived Waiting Experience on Passenger's Satisfaction and Repurchase Intentions: A Case of Taiwan Railway Administration

在客運服務產業，因為延遲導致旅客等候的情況是屢見不鮮的。一般而言，不好的知覺等候經驗會引起負面的情緒與較低之服務評估。除了改善營運作業程序外，良好的服務保證在企業發生服務失敗時能對顧客作出某些程度的補償，達到補救的目的；然而，過去少有研究從大眾運輸旅客的角度，探討知覺等候經驗與服務保證所造成的影響。本研究之目的即在探討旅客知覺等候經驗與服務保證對其滿意度及再購意願的影響為何。本研究以臺灣鐵路管理局為例，針對有等候經驗的旅客進行問卷調查。經由結構方程模式進行驗證，結果發現知覺等候經驗與服務保證對於滿意度與再購意願有顯著的影響。最後，本研究針對管理意涵與後續研究建議提出相關討論。

In the public transportation industry, it happens that passengers need to wait due to schedule delay. Generally speaking, the bad waiting experience of passengers may cause negative emotion and lower service evaluation. Managers need not only improve the operation process, but also offer an excellent service guarantee which can recover the service failure and make some compensation to customers. However, there is little research to explore the influences of perceived waiting experience and service guarantee from the viewpoint of passengers' perception in the public transportation service industry. The purpose of this study is to examine the effects of passengers' perceived waiting experience and service guarantee on their satisfaction and repurchase intention. This study took the Taiwan Railway Administration (TRA) as an example and the data were collected via a questionnaire survey from those passengers who had the waiting experience before. After applying structural equation modeling to test the theoretical model, the research results showed that the effects of perceived waiting time and service guarantee on satisfaction and repurchase intention were significant. Finally, this study propose some managerial implications and suggestions for future research.