| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 98 === In recent years, the taxi industry has been affected by the economic recession, the intense competition in their industry and the maturity of alternatives. In this case, the purpose is to understand the potential of consumer demand and carry out the new services to enhance customer satisfaction.
This study uses the P7 as a research framework. First, we get the opinions by the interviews though the interviewing method and use it to develop the survey questionnaire structure. Then, use the factor analysis to obtain three critical factors (whole service imagines. additional services and sensory experience). Finally apply the regression analysis to develop positioning analysis for four well-know taxi fleets in Taipei, and take this to search for the optimal planning of the new type services. Second, use the planning of first stage to develop creative thinking, then evaluate these to obtain the best creative. Finally, use the conjoint analysis and rough set theory to find out the best portfolio of the new taxi services. Compare the results of conjoint analysis and the results of rough set theory, they have the consistent results.
Based on the results of conjoint analysis, the following is the order of the attribute preference of the subjects：”the way of payment” (31.71%) ＞”entertainment” (28.18%) ＞”the contact fee’s premium” (15.63%) ＞additional function (14.10%) ＞”comfortable (10.39%). In the overall statistics, the optimal service combination are「B2, combination with easy card」；「D1,provide the movie player」；「A1, deducted from the mobile phone costs」；「C2, show passenger position through voice system」；「E2, additional electric rear pillow」.
In addition, based on the results of rough set theory, the optimal service combination of taxi industry is also that the” combination with easy card” of the way of payment, “provide the movie player” of entertainment, “deducted from the mobile phone costs” of the contact fee’s premium, “show passenger position through voice system” of the comfortable, “additional electric rear pillow” of the additional function, the result is consistent with the conjoint analysis.
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