以服務場景觀點探討公路客運轉運站之服務評估：臺北轉運站為例

From the Viewpoint of Servicescape to Explore the Service Evaluation of Intercity-bus Transfer Station: A Case of Taipei Bus Station

本研究之目的條從服務場景理論之觀點，構建公路客運轉達站之服務評估指標與模式，同時探討各項服務場景構面對整體滿意度與後續行為意向之影響。本研究以客運業者與一般旅客之雙重使用者為對象，蒐集其對臺北轉運站服務場景之認知。首先，籍由量表發展程序，萃取出客運業者及旅客的服務評估指標。其次，透過重要度－績效分析探討使用者對服務場景評估項目之需求情形，並佐以多變量分析發現雙重使用者存有顯著之認知差異。再者，本研究以結構方程模式檢驗旅客行為意向模式，顯示考量「服務場景」此一較高階變數之模式，可對旅客行為有更完整的解釋。最後，本研究提出相關結論，提供場站經營者評估其服務優劣與改善方向之參考依據，亦可作為主管機關監督管理與督導之建議。

The purpose of this study is to construct the service indexes and evaluation model of the combinative transfer station for intercity-bus with respect to servicescape. We also explore the impact of servicescape dimensions on satifaction and behavioral intentions. The research objectives include bus companies and passengers. This research collects data from both the bus companies and passengers in Taipei Bus Station. The questionnaire is used for collecting their perception on the transfer station servicescape. First, by applying the scale development procedure, we extract the factors for evaluating the satisfaction-degree of bus companies and passengers. Second, we discuss the users' needs on the transfer station servicescape by importance-performance analysis. Multivariate analysis shows that there are significant differences between the bus companies and passengers in their perception. Third, we use the structural equation modeling (SEM) to confirm the passengers' behavioral intentions. The result find that the model which treats the servicescape as a high-level factor has more comprehensiνe explanation of passengers' behavioral intentions. In conclusion, the research results not only offer the managers of transfer station specific guidance to evaluate their service level and improvement strategy, but also make suggestions for the relevant administration to supervise and manage the inter-city bus transfer station.