| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系 === 98 === Low passenger volume is the main reason why Kaohsiung Rapid Transit Corporation (KRTC) registered such big deficits and demanded to be settled. Attracting more passengers having a trip on the KRTC trains seems to be a critical, but actually retaining customers is more important in the viewpoint of marketing management; one major way to retain customers is to delight them and understanding whether customers are delighted or not is required. This study uses questionnaire sampling survey and applies Kano’s and refined Kano’s models to evaluate Kaohsiung Rapid Transit System (KRTS) service quality, investigates passengers’ service quality requirements, and conducts market segmentation exploring passengers’ service quality requirements in various segments with special properties by means of ANOVA technique and a combination of self-organizing maps (SOM) and K-means clustering methods for offering the proprietor a guideline for the purposes of service improvement and marketing management.
The result shows that the top three service quality features with higher passengers’ perceived importance are item “02 there are clean and tidy in box car”, item “01 there are well air conditioning and lighting in box car”, and item “16 the station staff is willing to actively help passengers”; the top three service quality features with higher passengers’ perceived satisfaction are item “02 there are clean and tidy in box car”, item “01 there are well air conditioning and lighting in box car”, and item “03 there are clean and tidy in station”. In original Kano’s classification of 20 KRTS service quality features, there are 10 items categorized into must-be quality attributes, 9 items are categorized into one-dimensional, and only 1 item is categorized into attractive. Furthermore, 2 of 10 must-be in original Kano’s classification are found to be critical, 8 of 9 one-dimensional are grouped into high-value added, and the only 1 attractive is ascertained as less attractive quality attributes based on refined Kano’s classification.
Keywords: Service Quality, SERVQUAL, Kano’s Model, Refined Kano’s Model, Kaohsiung Rapid Transit System
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