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研究生： 蘇晨
Su, Chen
論文名稱： 國道客運業企業社會責任、服務品質與顧客忠誠度關係之研究-以和欣客運為例
Corporate Social Responsibility, Service Quality and Customer Loyalty in the Intercity Bus Industry-A Case of Ho-Hsin Company
指導教授： 張有恆
Chang, Yu-Hern
學位類別： 碩士
Master
系所名稱： 管理學院 - 交通管理科學系
Department of Transportation and Communication Management Science
論文出版年： 2014
畢業學年度： 102
語文別： 中文
論文頁數： 114
中文關鍵詞： 國道客運業 、企業社會責任 、服務品質 、企業形象 、顧客滿意度 、顧客忠誠度 、結構方程模式
外文關鍵詞： Intercity bus, Corporate social responsibility (CSR), Service quality, Corporate image, Customer satisfaction, Customer loyalty, Structural equation modeling (SEM)
相關次數： 點閱：141  下載：17 
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    • 國道客運業在台灣高鐵加入營運後，西部長途旅次的載客人數與營收備受衝擊，面對此一狀況，國道客運業者必須研擬相關策略來因應。然而，近年來，不論是在實務界或學界，企業社會責任這課題日漸受到重視，許多研究結果也相繼顯示，企業社會責任與服務品質能有效提升良好的顧客行為，因此，本研究主要探討企業社會責任、服務品質與企業形象對於國道客運業之顧客行為之影響。
    本研究以和欣客運公司為例，探討台灣地區國道客運業「企業社會責任」、「服務品質」、「企業形象」、「顧客滿意度」與「顧客忠誠度」間關係之研究，應用結構方程模式分析方法得知企業社會責任與服務品質如何影響顧客行為。
    研究結果顯示，企業社會責任會間接或直接正向影響服務品質、企業形象、顧客滿意度與顧客忠誠度，由此可知，國道客運公司可透過實行企業社會責任能有效提升服務品質，而在服務品質提升的過程中，又能更進一步塑造良好的形象，進而引發正向的顧客滿意度與忠誠度。
    由於該公司之顧客並無法清楚瞭解該公司企業社會責任之實際作為，建議可經由多元之管道，將已履行之企業社會責任清楚傳遞給顧客，方有助於營運之發展。最後，提出具體的實務與理論上的意涵以及後續研究之方向，供後續研究與國道客運業者做為參考。

    The Taiwan High-Speed Rail has commenced revenue service by the end of October 2006 which has had a lot of impacts on intercity bus market in Taiwan, In the face of the new situation, intercity bus companies need to find some strategies to solve this problem. However, corporate social responsibility (CSR) has received an increasing amount of attention from practitioners and scholars alike in recent years. Many researches revealed CSR and service quality can enhance profitable customer behaviors. For this reason, this study wants to discuss the relationships between CSR, service quality, customer satisfaction and loyalty.
    The purpose of this study is to construct a model to examine the relationship between CSR, service quality, customer satisfaction and loyalty in the intercity bus industry, and then the structural equation modeling (SEM) is used to analyze the corporate social responsibility and service quality how to affect customer behavior in the intercity bus industry.
    The results reveal CSR has positive impact on service quality, image, customer satisfaction and customer loyalty, whether directly or mediated. The most important finding is CSR may enhance employee’s satisfaction to raise service quality, and then enhances customer satisfaction and loyalty.
    But customers can’t understand what Ho-Hsin company devoted to CSR. In order to improve company’s revenue, Ho-Hsin should deliver the information of CSR to its customers.A number of practical and theoretical implications are discussed and limitations and directions for future research and intercity bus company.

    目錄 i 表目錄 v 圖目錄 vii 第一章 緒論 1 1.1 研究背景與動機 1 1.2 研究目的 4 1.3 研究範圍與限制 4 1.4 研究流程與論文架構 5 第二章 文獻回顧 7 2.1 國道客運之發展概況 7 2.1.1 國道客運業之定義 7 2.1.2 國道客運營運概況 8 2.2 企業社會責任 10 2.2.1 企業社會責任之定義 10 2.2.2 企業社會責任之衡量構面 12 2.3 服務品質 18 2.3.1 服務品質之定義 18 2.3.2 服務品質之構面 19 2.4 企業形象 23 2.4.1 企業形象之定義 23 2.4.2 企業形象之構面 24 2.5 顧客滿意度 24 2.5.1 顧客滿意度之定義 24 2.5.2 顧客滿意度之構面 25 2.6 顧客忠誠度 27 2.6.1 顧客忠誠度之定義 27 2.6.2 顧客忠誠度之衡量構面 28 2.7 各構面關係之文獻 29 2.8 小結 31 第三章 研究方法 32 3.1 研究架構與假設 32 3.1.1 研究架構 32 3.1.2 研究假設 33 3.2 研究變項之操作性定義及衡量 40 3.2.1 企業社會責任 40 3.2.2 服務品質 41 3.2.3 企業形象 42 3.2.4 顧客滿意度 43 3.2.5 顧客忠誠度 44 3.3 研究設計 45 3.3.1 調查方法 45 3.3.2 問卷設計 45 3.3.3 問卷內容 47 3.4 資料分析方法及應用 47 3.4.1 敘述性統計分析 47 3.4.2 信度與效度分析 48 3.4.3 變異數分析 48 3.4.4 驗證性因素分析 48 3.4.5 結構方程模式 49 3.5 小結 51 第四章 實證分析 52 4.1 回收樣本之基本敘述統計分析 52 4.1.1 問卷回收概況 52 4.1.2 基本資料敘述統計分析 53 4.1.3 國道客運業企業社會責任、服務品質、企業形象、顧客滿意度與顧客忠誠度敘述統計分析 56 4.2 信度分析 62 4.3 樣本特性與構面之變異數分析 63 4.3.1 填答者不同性別與各構面之變異數分析 63 4.3.2 填答者不同年齡與各構面之變異數分析 64 4.3.3 填答者不同教育程度與各構面之變異數分析 65 4.3.4 填答者不同月收入與各構面之變異數分析 66 4.3.5 填答者不同搭乘目的與各構面之變異數分析 67 4.4 驗證性因素分析 68 4.4.1 驗證性因素分析與校估 68 4.4.2 收斂效度分析 72 4.4.3 區別效度分析 73 4.5 結構方程模式分析結果 74 4.5.1 結構方程模式(SEM)建立 74 4.5.2 結構方程模式分析與校估 76 4.5.3 對立模式 77 4.5.4 結構方程模式假設驗證 84 4.5.5 中介效果驗證 87 4.6 小結 91 第五章 結論與建議 93 5.1 研究結論 93 5.2 研究貢獻 95 5.3 對業者管理上的建議 96 5.4 未來研究建議 96 附錄一 正式問卷 98 參考文獻 103 一、 中文部分 103 二、 英文部分 104 三、 網站資料 113 表目錄 表1-1國道客運歷年營收統計 2 表2-1國道客運歷年載客人數統計 9 表2-2國道客運營運概況比較 10 表2-3 Carroll各項企業社會責任之說明 12 表2-4 WBCSD企業社會責任議題之說明 13 表2-5利害關係人之分類說明 14 表2-6企業社會責任構面彙整 18 表2-7服務品質構面彙整 22 表2-8企業形象定義之彙整表 23 表2-9企業形象構面之彙整表 24 表2-10顧客滿意度構面彙整 26 表2-11顧客忠誠度構面彙整 29 表3-1企業社會責任之衡量問項 41 表3-2服務品質之衡量問項 42 表3-3企業形象之衡量問項 43 表3-4顧客滿意度之衡量問項 44 表3-5顧客忠誠度之衡量問項 45 表3-6 SEM配適指標 51 表4-1問卷回收概況表 52 表4-2填答者基本資料統計表 53 表4-3填答者對企業社會責任問項同意性程度 57 表4-4填答者對服務品質問項同意性程度 58 表4-5填答者對企業形象問項同意性程度 60 表4-6填答者對顧客滿意度問項同意性程度 61 表4-7填答者對顧客忠誠度問項同意性程度 62 表4-8各構面信度分析結果 63 表4-9填答者性別與各構面之ANOVA檢定 64 表4-10填答者年齡與各構面之ANOVA檢定 65 表4-11填答者教育程度與各構面之ANOVA檢定 66 表4-12填答者月收入與各構面之ANOVA檢定 67 表4-13填答者搭乘目的與各構面之ANOVA檢定 68 表4-14驗證性因素分析模式之各適配度指標 70 表4-15驗證性因素分析模式之常態化殘差矩陣 71 表4-16收斂效度分析 73 表4-17區別效度分析 74 表4-18各構面問項分組表 76 表4-19結構方程模式之配適度指標 77 表4-20結構方程模式之配適度指標比較 79 表4-21 SEM最終模式之路徑係數估計結果 81 表4-22 SEM各衡量構面之估計結果 82 表4-23 SEM最終模式之係數估計結果 83 表4-24學生與非學生族群之係數估計結果 84 表4-25研究假設驗證結果彙整表 87 表4-26研究變項之相關係數表 88 圖目錄 圖1-1研究流程圖 6 圖2-1零售業企業社會責任對於口碑行為與推薦他人影響之研究架構圖 30 圖2-2旅館業企業社會責任與忠誠度關係之研究架構圖 30 圖3-1研究架構圖 33 圖3-2結構方程模式分析流程圖 50 圖4-1驗證性因素分析圖 69 圖4-2 SEM關係路徑圖 75 圖4-3對立模式一 78 圖4-4對立模式二 78 圖4-5 SEM最終模式之驗證結果 80 圖4-6企業社會責任與顧客滿意度關係模式 89 圖4-7置入企業形象後之關係模式 89 圖4-8企業社會責任與顧客忠誠度關係模式 90 圖4-9置入顧客滿意度後之關係模式 90 圖4-10服務品質與顧客忠誠度關係模式 91 圖4-11置入顧客滿意度後之關係模式 91

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    三、網站資料
    1. EUROPA: http://europa.eu/index_en.htm(2013/11)
    2. ISO: http://www.iso.ch/iso/en/ISOOnline.frontpage(2013/10)
    3. OECD: http://www.oecd.org/home/(2013/9)
    4. WBCSD: http://www.wbcsd.ch/home.aspx(2013/10)
    5. 中華民國交通部: http://www.motc.gov.tw/ch/index.jsp(2013/9)
    6. 台灣企業社會責任網站: http://csr.moea.gov.tw/main.aspx(2013/10)

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