| Summary |
Chi-Lung Wu, 2007,06
Institute of Traffic and Transportation National Chiao Tung University
In recent years, the mess transport system in Taipei is gradually completed and their ridership increases year by year. The demand of the taxi transportation decreases gradually. In addition, because taxi has the characteristics of service industry, operators should increase operation performance by satisfying the needs of passengers. Therefore, in order to assist operators to provide pertinent service, and improve the management dilemma currently. This study discusses the relationship between the service quality, customer satisfaction, and customer loyalty of taxi industry in passenger approach.
First of all, this study reviews the related literatures. Then, apply SERVQUAL meter proposed by PZB to undergo the investigation of taxi service quality. The measurement of taxi service quality is divided into five approaches including "Tangible ", "Assurance", "Reliability", "Responsiveness" and " Empathy". According to analysis, the customer characteristic and the cognition level have between brand and non-brand taxi. The satisfaction level of passenger who use brand taxi service is higher than non-brand taxi significantly. It shows that people offer more affirmation of the brand taxi service, and are willing to use their service again or recommend to others. Furthermore, the overall satisfaction of passengers who take non-brand taxi is relatively low. Operator needs to improve the responsiveness and the empathy among the service. In the connection estimate aspect, this study uses the structural equation modeling (SEM) to establish the relationship between service quality, customer satisfaction and the loyalty of the taxi market. According to analysis result, the service quality is the primary factor that influences customer loyalty. Passengers of the brand taxi regarding operator making the improvement should be able to bring a better feedback. Therefore, operators should improve the service quality and set up the brand of serving as the operation goal in the future. |
