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研究生: 馮偉俊
Fong, Wai-Chon
論文名稱: 應用IPA分析法探討澳門輕軌服務品質
Applying Importance - Performance Analysis in Evaluating Macao Light Rapid Transit Service Quality
指導教授: 林佐鼎
Lin, Tzuoo-Ding
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: 2021
畢業學年度: 109
語文別: 中文
論文頁數: 68
中文關鍵詞: 澳門輕軌系統服務品質結構方程模型IPA分析運量提升策略
外文關鍵詞: Macao Light Rapid Transit System, Service Quality, Structural Equation Model (SEM), Importance-Performance Analysis (IPA), Traffic Enhancement Strategies
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  • 澳門輕軌系統(Macao Light Rapid Transit System)為澳門首個軌道交通項目,第一期氹仔線於2019年12月落成啟用,為了突破澳門土地資源不足以致交通環境惡化的困局,此系統定位為居民和旅客提供便捷、環保、可靠及舒適的集體運輸服務,以紓緩澳門癥結已久的交通問題。然而,載客量自營運以來遠遠未能達到以「輕軌為主、公車為輔」的交通政策目標。故本研究針對澳門輕軌服務品質的角度調查,以暸解民眾對該服務的評價。

    本研究運用結構方程模型進行估計和實證分析,以澳門輕軌服務的安全性、時效性、舒適性、可靠性、反應性和同理性等六個構面,進行服務品質對於行為意圖的因果關係探討,結果顯示「時效性」和「同理性」的滿意程度正向顯著影響行為意圖。此外,結合重要度–績效分析法(Importance-Performance Analysis, IPA)探討乘客對於澳門輕軌服務的重視與滿意項目,並反映營運公司所提供服務項目的缺失、需要改善和保持的地方,並根據研究結果擬定相應策略建議,供相關單位未來提升運量策略之參考。

    Macao Light Rapid Transit System, as a result of low load passenger use, this study investigates the service quality of Macao light rail to understand underlying reasons. This study applies structural equation model (SEM) to investigate the relationships between dimensions including safety, timeliness, comfort, reliability, responsiveness, and empathy towards behavioral intention. The result shows that the satisfaction of " timeliness " and "empathy" have positive and significant impact on behavior intention, and there are 24 service attributes investigated in this study. In addition, the Importance-Performance Analysis (IPA) is also used to compare the differences in order to identify items/aspects the firm should be improved and maintained Based on the research results, corresponding strategy suggestions are made, and it can be used as a reference for the related parties in drafting the MLRT traffic enhancement in the future.

    第一章 緒論 1 1.1 研究背景及動機 1 1.2 研究目的 3 1.3 研究範圍與限制 4 1.4 研究流程 4 第二章 文獻回顧 6 2.1 澳門輕軌營運現況 6 2.2 服務 10 2.2.1 服務的定義與特點 10 2.2.2 服務品質的定義與模型 12 2.3 顧客滿意度 15 2.4 顧客忠誠度 16 2.5 軌道運輸系統服務品質相關文獻 17 2.6 重要度–績效分析法 21 第三章 研究方法 23 3.1 研究架構 23 3.2 研究假設 23 3.3 問卷設計 24 3.4 研究對象 27 3.5 資料分析方法 27 第四章 實證分析 29 4.1 問卷前測 29 4.2 問卷回收 30 4.3 敘述性統計分析 31 4.4 使用行為與旅運特性分析 33 4.5 各構面平均數分析 36 4.6 各構面信度分析 41 4.7 驗證性因數分析 44 4.7.1 收斂效度的驗證 44 4.7.2 區別效度驗證 46 4.8 結構方程模型分析 47 4.9 重要度–績效分析 50 第五章 結論與建議 53 5.1 結論 53 5.2 建議 55 5.3 研究限制與未來研究建議 56 參考文獻 58 附錄–調查問卷 67

    網路文獻
    1. 港鐵MTR(澳門)(2021)
    https://www.mtr.com.mo/tc/AboutUs/MLRT
    2. 澳門交通事務局(2021),輕軌系統運營事件匯報
    https://www.dsat.gov.mo/dsat/subpage.aspx?a_id=1585723262
    3. 澳門交通事務局(2021),的士、巴士收費
    https://www.dsat.gov.mo/dsat/subpage.aspx?a_id=1443512877
    4. 澳門輕軌股份有限公司(2021),運量統計資料
    https://www.mlm.com.mo/tc/statistics.html
    5. 澳門輕軌股份有限公司(2021),車票及車費資料
    https://www.mlm.com.mo/tc/general_ticket.html

    中文文獻
    1. 周文賢(2004)。多變量統計分析,台北:智勝。
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    4. 澳門審計署(2018),《輕軌系統─第四階段》專項審計報告
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