| Summary: | 碩士 === 致理科技大學 === 企業管理系服務業經營管理碩士班(含碩士在職專班) === 106 === According to a governmental study conducted in 2006, when taking a taxi, 80.1% of the passengers in the Taipei area preferred a car which was newer or had a more attractive style and the highest percentage of passengers would choose a car belonging to a branded taxi company. Besides, the general public believed that satellite taxi companies provided better cars than other branded taxi companies. However, the rapid development of science and technology keeps lowering the entry-level technical threshold of the taxi-dispatching industry, resulting in increasingly fierce competition among the satellite dispatch fleet companies. On top of that, the continuous popularization of mass transit vehicles has been slowly changing the commuting habits of people as well as reducing the market for taxis. The only way for a satellite taxi-dispatching company to survive in such a changing environment and continue to grow is to improve its service quality or enhance the satisfaction of its passengers.
The subject of this study is the general passengers in Taiwan who have taken a taxi. By reference to previous literature and the current situation of the company discussed in this study, two sets of questions are designed to evaluate the overall service quality of its taxis and each single item of its service respectively and a survey is conducted. Then, analyses are made by means of the Kano two-dimensional quality model and the model of customer satisfaction coefficients. According to the results of the analyses, suggestions are offered to this company, so that, based on these suggestions, it may know how to make the most of its resources.
The research results show that among the 22 items of overall service quality of the company, four items are Attractive Quality, nine are One-dimensional Quality, two are Must-be Quality and seven are Indifferent Quality. As for the 13 single items of service, five are Attractive Quality, three are One-dimensional Quality, four are Must-be Quality and one is Indifferent Quality.
When these results are further analyzed by means of the model of customer satisfaction coefficients,” it is found that among the items concerning overall service quality of the company, seven items must be achieved as its first priority, seven items have the second priority, and two items have the third priority; however, it is suggested that the achievement of six items should be postponed. Among the single items of service, none must be achieved as its first priority, six items have the second priority, and six items have the third priority; however, it is suggested that the achievement of one item should be postponed.
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