| 摘要: | 阿里山鐵路為國內外聞名的觀光鐵道，雖然每年都有一定的旅客聞名來搭乘，但如何在經營上、管理上提供更優質的服務品質達到旅客的需求期望呢?本研究將根據研究結果發掘服務品質上的問題，進而對經營管理機關提出相關建議，作為提高服務品質及滿足旅客需求的依據。本研究將以搭乘阿里山鐵路本線嘉義至十字路區間的旅客為問卷發放對象，資料收集後利用信度分析、 描述性統計分析、 獨立樣本T檢定、 單因子變異數分析及績效評估矩陣分析等方法分析問卷資料並得知結果。 量化部份透過問卷調查法，得到有效樣本數共250份，研究方法上運用PZB模型研究旅客搭乘阿里山鐵路的服務品質，並利用SERVQUAL量表的五大構面有形性、 可靠性、 反應性、 保證性及關懷性設計25題的問卷進行調查與研究。發現如下：一、 旅客以女性占大多數。二、 年齡層以51歲以上居多。三、 最高教育程度以大專院校居多。四、 婚姻狀況以已婚占大多數。五、 職業別以家管略高。六、 平均月收入以30,001-40,000元較多。七、 居住地以南部地區占多數。而透過差異性分析得知不同個人背景變項對於服務品質重要性與滿意度無顯著差異。績效評估矩陣分析全樣本服務品質中，發現有5個點落在 「首要改善區」，分別為有形性構面的乘務人員的服裝儀容整齊、 可靠性構面的設施運作正常、 反應性構面的乘務人員對於旅客申訴及抱怨的處理能力很好、 保證性構面的乘務人員是可以信賴的及關懷性構面的網路購票系統易操作使用，是阿里山鐵路首要改善的重點。發現有2個點落在 「資源過剩區」，分別為有形性構面的車廂內座位空間充足舒適、 整潔乾淨及關懷性構面的班次、 時間符合旅客需求，代表資源過剩問項，可考慮將資源投入其他需改善區域。
Alishan railway is a famous sightseeing railway at home and abroad. Although some passengers are famous to take it every year, how to provide better service quality in operation and management to meet the expectations of passengers? This study will explore the problems in service quality according to the research results, and then put forward relevant suggestions to the operation and management authorities as to improve service quality and meet the needs of passengers The basis of seeking. In this study, the questionnaire will be distributed to the passengers who take the section from Chiayi to Shizila of Alishan railway. After data collection, the questionnaire data will be analyzed and the results will be known by reliability analysis, descriptive statistical analysis, independent sample T-test, single factor variance analysis and performance evaluation matrix analysis. In the quantitative part, 250 valid samples were obtained through questionnaire survey. In the research method, PZB model was used to study the service quality of passengers taking Alishan railway, and 25 questionnaires were designed to investigate and study the five dimensions of the SERVQUAL scale, including tangibility, reliability, responsiveness, assurance and care. The findings are as follows: 1. Most of the passengers are women. 2. Most of them are over 51 years old. 3. The highest level of education is in Colleges and universities. 4. Married is the majority of marriages. 5. Occupation is housekeeping slightly higher. 6. The average monthly income is more than 30001-40000 yuan. 7. The area to the south of the residence is the majority. Through the difference analysis, we know that there is no significant difference between the importance and satisfaction of different personal background variables to service quality. Performance evaluation matrix analysis of the whole sample of service quality, found that there are 5 points fall in the ＂Primary improvement area＂ refers to the following areas: orderly clothing and appearance, normal operation of facilities with reliable structure, good handling of complaints and complaints from passengers with reactive structure, easy operation of online ticketing system with reliable and caring structure, which is needed to be improved by Alishan railway Focus. It is found that there are two points in the ＂resource surplus area＂, namely, the seats in the carriage with visible structure are comfortable, clean and tidy, and the shift and time of caring structure meet the needs of passengers, which represent the problem of resource surplus. We can consider to invest resources in other areas that need to be improved. |
