A Study of Service Quality for Freeway Service Area 梁桓碩、王學銘
E-mail: [email protected]
ABSTRACT
The performance of the service areas in the freeway is getting highly growth be-cause (1) the network of the Taiwan freeways is in heavier density day by day, (2) peo-ple in Taiwan now enjoy high living standard, and (3) people have usually chose travel to enjoy their weekend since the government declares people can have two holidays every to release their body and soul form the daily heavy work. .When people utilize the freeways, they will expect higher service quality of the service area . Consequently, this reason reveals the importance of the service areas in the freeway. This research first studied the mix of the available service items in the service ar-eas, and conducted 6 dimensions and 30 items from the previous studies, We used the questionnaires to investigate the perception and expectation about the service quality of the 4 service areas in the middle section of the freeway: Taian, Chinshui, Siluo, Nantou.
By this research, we tried to study the relationship between the respondent's characteris-tics and the satisfactory about the service quality of the service area in the freeway. According to this research, we found that the driver's most favorite activity in the service area is to utilize the toilet (75.2%).60.8% drivers chose to come to this area be-cause they just passed through this place, 49.4%
drivers' purpose to visit this service area is for their need to travel and enjoy their vacation. Through our research, we also found the first 4 items the drivers think most important: the cleanness of the toilet, the price of the food, the price of the commodities, and the efficiency of the cleaner. There-fore. This research explained the importance of the price and cleanness for the man-agement of the service area, we also discovered, however, that the satisfactory of the price is the worst items drivers evaluate. To sum up, the scores of all the items didn't reach the expectation of drivers satisfactory, and are below the average. However, we also found that the available service mix in the service areas is positively related to the driver's satisfactory. We can conclude that if we can improve the service quality of the available service mix in the service area, we can promote the satisfactory of the drivers.
Keywords : Service Area of Freeway, service quality, satisfaction
Table of Contents
內容目錄 中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．
．．．．． iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． vi 內容目錄 ．．．．．．．．．．．．．．
．．．．．．． vii 表目錄 ．．．．．．．．．．．．．．．．．．．．． ix 圖目錄 ．．．．．．．．．．．．
．．．．．．．．． xi 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機．．
．．．．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．．． 3 第三節 研究範圍與對象．
．．．．．．．．．．． 4 第四節 研究流程．．．．．．．．．．．．．．． 4 第二章 文獻探討．．．．．
．．．．．．．．．．．． 6 第一節 國道高速公路服務區．．．．．．．．．． 6 第二節 服務品質．．
．．．．．．．．．．．．． 24 第三節 顧客滿意度．．．．．．．．．．．．．． 36 第三章 研究方法．．
．．．．．．．．．．．．．．． 50 第一節 觀念性架構．．．．．．．．．．．．．． 50 第二節 研究 變數與操作型定義．．．．．．．．． 51 第三節 研究假說．．．．．．．．．．．．．．． 54 第四節 問卷設計．．．．．．．．．．．．．．． 54 第五節 抽樣設計．．．．．．．．．．．．．．． 55 第六節 資料分析與方法．．．．．．．．．．．． 56 第四章 資料析與結果．．．．．．．．．．．．．．． 58 第 一節 基本資料分析及使用現況調查．．．．．． 58 第二節 信度分析．．．．．．．．．．．．．．． 62 第三節 服務組合與整體滿意度相關分析．．．．． 65 第四節 用路人的重視度與滿意度分析．．．．．．
70 第五節 各服務區間交叉分析．．．．．．．．．． 74 第五章 結論與建議．．．．．．．．．．．．．．
．． 80 第一節 結論．．．．．．．．．．．．．．．．． 80 第二節 建議．．．．．．．．．．．．．
．．．． 82 第三節 研究限制與後續研究建議．．．．．．．． 83 參考文獻 ．．．．．．．．．．．．．．．
．．．．．． 84 附錄A 國道服務區分佈、經營廠商一覽表．．．．．． 91 附錄B 問卷．．．．．．．．．．．
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