An Empirical Comparative Study on the Service Quality Satisfaction of YouBike Rental Industry Vendors by Using PZB and Two-Dimensional Quality Model

• Main Authors: Hu, Sion-Shan, 胡秀姍
• Other Authors: Hsiao, Ying-Chien
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/89019325986495059845

碩士 === 德明財經科技大學 === 流通管理系 === 104 === In recent years, due to the rise of environmental awareness, the number of bikers has increased over the years. In 2015, the number of YouBike users exceeded 40 million. For the vendors, how to enhance the service quality of YouBike and improve bike usage has become an important mission for sustainable development. 　　This study integrates two-dimensional Kano model, combined with PZB service quality measurements and Importance-Satisfaction model (I-S model), to explore the key service quality attributes of YouBike. The questionnaires were distributed to people who had used YouBike before. A total of 341 effective questionnaires were collected. 　　In the analysis of demographic variables of ideal YouBike service quality standard, results show that there is no significant difference in gender, age, and occupation. Only the level of education shows significant differences. Later test results show that users with master/PhD and college degrees evaluated more highly on reliability and assurance than users with high school diplomas. In terms of empathy, users with college degrees evaluated more highly than users with high school diplomas. In terms of overall service quality, users with master/PhD degrees evaluated more highly than users with college degrees. 　　In the analysis of variance on the actual experience of YouBike service quality, results show that there is no significant difference in occupation. There are significant differences in gender, age, and education level. Gender is analyzed with T test. The test result shows that female has higher response rate than male. Later test result shows that tangible terms are more highly evaluated by users with college degrees than users with junior high school or elementary school diplomas. In terms of assurance and the actual experience of overall service quality, users with master/PhD and college degrees evaluated more highly than users with junior high school or elementary school diplomas. In terms of reliability, later test results show no significant difference. With regard to age, later test results show that users between 41 and 50 have more empathy than users between 18 and 30. Finally, this study proposed the priority of quality attributes that are in need of improvement are: “addition of hardware device (cellphone holder, bottle holder)”, “regular maintenance staff”, “appropriate distribution of rental station sites”, “mobile maintenance capability”, “installment of facilities in the peripheral area (water drinking stations, wireless Internet service)”, “labeling of customer service telephone number”, and “official website with information and customer service telephone number that can fulfill the needs of users”. Keyword：Kano model, PZB, Service Quality, YouBike, I-S model