Evaluate Customer Satisfaction of O-Bike Using the Importance Performance Model –An Example of a University of Science and Technology

• Main Authors: CHANG,HAN-WEN, 張瀚文
• Other Authors: LI,YI-XIANG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/bq6hm4

碩士 === 育達科技大學 === 行銷與流通管理所 === 106 === In recent years, due to the rise of environmental awareness and the prevailing economic climate, the energy-saving and carbon-reduction measures invested by governments in various countries have received much attention and promotion. People have gradually changed their living habits and responded to the concept of green loves. Among them, the shared bicycle rental service combined with healthy sports and sightseeing tours has always been one of the most popular public transportation vehicles. This study analyzes the Satisfaction problems of shared bicycles used in the rural areas: U-Bike needs to prepare a rental service machine, which leads to increased costs, and the mass transit of the metropolitan area can use it as an extension tool; O-Bike does not need to set up a rental service machine and only uses bicycles. The car lock and mobile App can be rented without the need to set up a rental server. The main purpose of this study is to explore the customer satisfaction of O-Bike with the importance performance analysis (IPA) method, and we received 423 valid questionnaires samples, and perform descriptive statistics, t-test and single-factor analysis. The number analysis and suggestions of the research are given and which the results of this study can also be used by the industry and the government to promote shared bicycles as a reference for decision-making. The main purpose of this study is to explore the customer satisfaction of O-Bike with the importance performance analysis (IPA) method, and issue 450 questionnaires. The effective recovery rate of 423 questionnaires is 94%. The narrative statistical analysis, t-test and single factor analysis were proposed and suggestions for improvement. The results showed that there was no significant difference in the degree of satisfaction and importance of consumers of different gender variables in the difference analysis. Consumers of different ages, occupations, positions or years of schooling, and the use of O-Bike's functional motivations have significant differences in their perceptions of satisfaction and importance. In terms of importance performance analysis, there are 5 items in the first quadrant "continue to maintain", 4 items in the second quadrant "priority improvement", and 8 items in the third quadrant "minor improvement". The fourth quadrant There are three "oversupply". Finally, based on the results of the study, recommendations will be made for the service providers to develop service quality improvement strategies and future research references.