消費者滿意度與轉換成本對於消費者忠誠度影響之研究：以「基北北桃都會通」公共運輸工具為例

Research on the Effects of Consumer Satisfaction and Switching Cost on Consumer Loyalty: A Case Study of “Megacity Pass” of Public Transport

「基北北桃都會通」是一項重要的區域交通整合計畫，目的在於改善基隆、雙北市及桃園之間的交通連結。然而，本研究發現原先雙北共同發行的「公共運輸定期票」，對於提升公共運輸的使用率或是降低私人運具的使用率均未觀察出顯著效果。綜上所述，本研究決定探討購買「基北北桃都會通」的民眾在人口統計變數、消費者滿意度、轉換成本等變數，是否對於公共運輸工具的消費者忠誠度有影響。為了達成研究目的，本研究首先將進行相關文獻的回顧，深入探討人口統計變數及三變項的概念、影響因素和測量指標等。其次，本研究使用問卷調查方式，收集數據及分析，以了解在不同變數下之民眾對於「基北北桃都會通」的選擇行為以及轉換成本、消費者滿意度對於公共運輸工具之消費者忠誠度所產生的影響。最後，根據前述之理論與調查，本研究發現旅運者的消費者滿意度、轉換成本顯著的提升消費者忠誠度，並且轉換成本在兩個變項之間具有調節效果。本研究以此提出：鞏固臺北市及新北市的旅運者的再購意願、將軍警及學生做出市場區隔等建議。

“Megacity Pass”is a significant regional transportation integration project aimed at improving the connectivity between Keelung, Taipei, New Taipei and Taoyuan City. However, this study finds that the“Public Transport Month Ticket”previously issued jointly by Taipei and New Taipei City did not observe any significant effects in increasing public transport usage or reducing private vehicle usage. Consequently, this research decided to investigate whether demographic variables, consumer satisfaction, and switching costs of the population purchasing the“Megacity Pass”have an impact on consumer loyalty to public transport tools. To achieve the research objectives, this study first conducted a literature review to delve deeply into the concepts, influencing factors, and measurement indicators of demographic variables and the three variables. Secondly, the study used surveys to collect data and analyze it, to understand the public’s choice behavior towards the“Megacity Pass”under different variables, and the effects of switching costs and consumer satisfaction on consumer loyalty to public transportation. Finally, based on the theories and surveys mentioned above, this study finds that travelers’ consumer satisfaction and switching costs significantly enhance consumer loyalty, and that switching costs have a moderating effect between the two variables. This research proposes to consolidate the repurchase intention of travelers in Taipei and New Taipei City, and segment the market specifically for military, police, and students.