| Summary: | 碩士 === 靜宜大學 === 管理碩士在職專班 === 103 === Recently, public transportation in Taiwan has been developed diversely. There are lots of choices such as cars, cabs, buses, trains, MRT, HSR and airplanes for people to choose from; consumers have more and more selections than before in terms of public transportation. (Ms. Lu and Mr. Wu, 2010) However, after consumers get off the bus, whether or not are they satisfied with the serving quality that the bus companies intend to deliver, and whether or not are they motivated to take the bus again? Are there any significant and influential factors during the process affecting consumers’ impressions? These issues are the main motives of this research.
This research mainly deals with how different serving qualities can have apparent differences on consumers’ satisfaction. Next, will consumers feel differently from serving qualities, which result in their dissimilar impressions and behaviors? To do this research, questionnaires were passed out. There were 150 citizens in Taichung who were used to taking BRT being tested, and all questionnaires were received to serve as tools to gather information and to confirm the hypothesis of the research. Lastly, according to the conclusion, technical advice is being offered to improve the current service circumstances.
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