Service Quality, Customer Satisfaction, and Repurchase Intention:The Case of the Taxi Industry in Kaohsiung

• Main Author: 王秀惠
• Other Authors: 黃俊英
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/63113889678698839540

碩士 === 義守大學 === 管理科學研究所 === 92 === Abstract Besides mass transportation systems, such as the Mass Rapid Transit (MRT) system, taxicab is the secondary most popular form of public transit in Taiwan’s metropolitan areas. Due to the public’s serious concerns over taxicab service quality, this research project adopts marketing theory to investigate the relative issues of cab service quality. Since passengers satisfaction may be judged subjectively, understanding it is critical in improving service quality and operational management of taxi cabs; this investigation started by addresing the relationship between service quality and customer satisfaction. Customer cost refers to the financial expense of the transaction between the taxi driver and customer, as well as the time spent in completing the transaction. Hence this research also utilizes customer cost as a moderating variable to examine how it might affect the said relationship in this study. This study focuses on the local residents over 20 years old in the Kaohsiung urban area. The respondents occupations are either in the military or policy sector, or academia. The questionnaire was designed using a convenience sample; with a total of 565 respondents. With statistical analysis, the study results show: 1.Gender differences: gender differences are significant in “Format” and “Repurchase Intention” with respect to the service quality issues and in addition to the “time-based cost”; at the same time, the degree of perception of changes in quality are more noticeable for the female rather than male customers. 2.Occupation differences: The differences occur in relation to “Reaction” and “Customer Satisfaction” with respect to service quality issues. The “Just-in-time” service is much more important for the passengers whose careers are associated with working for a living; students pay more attention to “Customer Satisfaction”. 3.Educational difference: “Repurchase Intention”, “Pricing cost”, and “Time-based cost” under the framework of customer cost, show significant differences. If the passenger posses a post-graduate degree, he or she prefers to take the taxicab as the next most popular journey vehicle and shows a high perception with regards pricing cost and time-based costs. 4.Age difference: “Pricing cost” which is a branch of Consumer Cost shows significant differences with age. The respondents aged between 41 and 50 demonstrate a higher consciousness of “Pricing cost”. 5.The difference of Travel by type: There are appealing significant differences for the aspects of “Customer Satisfaction” and “Repurchase Intention”. This means the passenger who uses the radio-called service shows more rewards for the taxi service and tends to take the cab for the next journey. 6.The variables which relate to “Service Quality” show a positive correlation to “Customer Satisfaction”; the total service unity and the factors “reliable”,” guarantee”, ”attentiveness”, and ”formation” have important effects on “Customer Satisfaction”. 7.The “Consumer Satisfaction” shows a positive correlation to “Repurchase Intention”; the “Consumer Satisfaction” represents a significant effect on “Repurchase Intention”. 8.The “Service Quality” shows a positive correlation to “Repurchase Intention”; the total service package and the factors “attentiveness” and “formation” relating to “Service Quality” have important effects on “Customer Satisfaction”. 9.Within the relationship between “Service Quality” and “Repurchase Intention”, the “Consumer Satisfaction” partly mediates the observed effects. 10.Within the relationship between “Service Quality” and “Customer Satisfaction”, the “Customer Cost” partly moderates observed effects. 11.Within the relationship between “Customer Satisfaction” and “Repurchase Intention”, the “Customer Cost” partly represents the moderator effect. Keywords: Service Quality, Customer Satisfaction, Repurchase Intention, Customer Cost