| Summary: | 碩士 === 大葉大學 === 事業經營研究所 === 93 === The development of transportation infrastructure in recent years causes not only the increasing transportation choices such as private vehicle, railway and airplane, but also the shrinkage of national highway bus service market. In addition, as the Taiwan High Speed Railway (THSR) will join the competition of medium and long distance transportation market in 2006, the bus service operators on the national highway will face even tough challenges. Therefore, seeking effective operational strategies will become an important subject that every national highway bus service operators have to face at present.
The analysis of our study is based on the review of related documents and a survey through face-to-face interviews with the medium and long distance bus service passengers. According to the reference, we build a willingness model of passengers by the structural equation modeling approach. This model consists of 7 latent variables, which include pricing strategy, equipment and service, safety, customer service, corporate image, operations expansion, and passengers’ willingness to take bus after the operation of THSR. Then, we apply the questionnaire data and use linear structural relations method to make further statistical analysis and inference.
From the numeral results we find that the factors of safety, customer service, and corporate image have significant positive impact on the passengers’ willingness. Therefore, the bus service operators should respond the above outcome to their operational strategies immediately. Possible strategies include enhancing driving safety (such as the installation the warning device of speed limit and backward radar), expansion the scope of customer service (such as luggage service and transfer service), and improvement of corporate image (such as holding charity activities). These strategies will not only boost their competitive advantage, but also increase passengers’ willingness to make the bus service even with the operation of the THSR. Therefore, bus service operators on national highway can adopt these strategies to face the steep competition from other transportation choices.
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