| Summary: | 碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理系 === 97 === Taiwan High Speed Rail Company (THSR) started revenue operation in January 2007. The space revolution impacts Taiwanese life style dramatically. Base on the characteristics of monopoly after revenue operation, the service quality of THSR that passenger perceived affects the competitiveness in the market. Especially,understanding the issues of service quality and customer satisfaction are important to company operations while the intended load of passengers hasn’t yet to be reached and the situation of loss has not been improved. In order to achieve the purpose of sustainable business, to improve customer satisfaction will be the only way to business success in the sharp competitive market. This study applied PZB service quality gap and SERVQUAL theory to discuss if passengers’ demographic variables significantly affected the service quality, customer satisfaction and customer loyalty of THSR. We also discussed how the service quality and customer satisfaction affect customer loyalty of THSR.
In this study, visitors from THSR are for the empirical study. We also applied the descriptive statistics to run out of demographic variables with the service quality and customer satisfaction degree. The research applied SPSS14.0 statistics software to analyze the results acquired from the questionnaires. The analyses methods include descriptive statistics analasis, reliability analysis, factor analysis, T-test, one-way ANOVA and regression analysis. The results of this study briefly show as below:
(1) The majority of passengers ranges in middle age, high educated, high earnings and served in service industry for the purpose of business and they usually take the standard car for business travel.
(2) Passengers in different demographic variables have partial differences in the service quality perception, satisfaction and loyalty.
(3) Service quality has positive influence on customer satisfaction significantly.
(4) Service quality has positive influence on customer loyalty insignificantly. We assume that that should be THSR is the monopoly business on north-south transportation in Taiwan and the passengers have no other choice, so the expectation of service quality is not entirely reflected on the loyalty upgraded.
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