服務創新、價格促銷與搭乘意願之關係──服務品質、顧客滿意度之中介效果──以臺鐵為例

The Relationships among Service Innovation, Price Promotion, and Usage Intention - The Mediating Effect of Service Quality and Customer Satisfaction - A Case Study of Taiwan Railway

企業為了提高消費者購買意願，以達到業績目標，採用價格促銷是最為普遍的模式。然而，如果某一產品處於經常性的價格促銷之下，會影響消費者對於產品的既定評價。因此，服務創新的理念與經營策略逐漸受到重視，企業重視服務創新不僅能取得競爭優勢，並可藉此提升服務品質進而與消費者建立長久且良好的關係，進而提高購買意願。本研究針對臺鐵近年來導入服務創新提升服務品質後，及探討價格促銷對於提升旅客搭乘意願（購買意願）的影響；建立因果關係的研究假說及研究架構，並以結構方程模式（Structural Equation Modeling, SEM）驗證。本研究以一年內搭乘過臺鐵的旅客為調查對象，採用網路問卷的調查方式，以便利抽樣法發放，有效問卷回收總數為407份。本研究結果顯示服務創新對服務品質有正向影響，服務品質對顧客滿意度有正向影響，價格促銷對服務品質與顧客滿意度皆有正向影響。價格促銷會透過顧客滿意度之中介效果影響搭乘意願；然而服務創新必須透過服務品質之中介效果提升顧客滿意度後，繼而增加搭乘意願。本研究最後提出結論與管理意涵。

Price promotions are commonly used by enterprises to stimulate consumer purchasing intention and meet sales targets. However, frequent sales promotions can risk demotivating customers' perceived value of products. Therefore, there's been a growing emphasis on embedding the concept of service innovation into business strategies. By prioritizing service innovation, enterprises can attain a competitive edge, improve service standards, enhance positive consumer relationships, and amplify purchase intention. This study focuses on Taiwan Railways' adoption of service innovation in recent years, aiming to offer higher - quality customer service and assesses the influence of price promotions on augmenting passengers' usage intention (purchase intention). To achieve this, a research hypothesis and causality framework were established and validated using Structural Equation Modeling (SEM). The sampling method targeted passengers who used Taiwan Railways' services within the past 12 months, via an online questionnaire, resulting in 407 valid responses. The study's findings indicate that service innovation positively affects service quality, influencing customer satisfaction. Additionally, price promotions positively impact both service quality and customer satisfaction. There is evidence that price promotions influence usage intention through the mediating effect of customer satisfaction. However, service innovation must enhance customer satisfaction by improving service quality before it can stimulate usage intention. Finally, the study presents its conclusions and managerial implications.