臺鐵乘客服務價值、滿意度、移轉障礙與行為意向之研究

Service Value, Customer Satisfaction, Perceived Switching Barriers and Behavioral Intention of the TRA Services

本研究旨在建立鐵路乘客行為意向區隔分析模式，並以臺鐵城際旅客為例，進行模式驗證。按事前區隔原則，研究以乘客年齡與旅次目的作為兩大類別市場區隔變數，將城際旅客市場進行六大區隔，透過結構方程模組，分析並比較各區隔市場乘客之服務價值、滿意度與移轉障礙對消費行為意向的影響效果差異。按面對面訪談所得之803份城際乘客問卷，進行實證分析，研究歸納出各區隔市場之消費行為意向差異：年輕與中壯年乘客在進行上學與工作旅次消費時，其意向主要受服務價值驅使，但在進行休閒消費時，則改為以滿意度為主導之行為意向，退休乘客族群則不分旅次目的，將移轉障礙作為其主要的消費行為意向元素，最後，研究並驗證所假設之乘客滿意度對服務價值與移轉障礙的交互影響效果。

This study constructs an analytical model to examine customer behavioural intentions in a railway service market by segment. An intercity railway service in Taiwan is selected as the case study. Structural equation modelling is used to compare the simultaneous and interactive effects of service value, satisfaction, and switching barriers of six market segments categorized using two variables, traveller age and travel purpose. The total size of samples collected through face-to-face interviews was 803. The study concluded that traveller behavioural intentions vary with segment. Young and middle-aged users travelling to school and work are value-driven. However, when travelling for leisure, they become satisfaction-prone. The mature group is driven by switching barriers, irrespective of travel purposes. Finally, traveller satisfaction is statistically associated with service value and switching barrier.