Service Quality, Customer satisfaction and Loyalty in the Ticketing System of Taipei Mass Rapid Transit

[[abstract]]台北捷運每日使用量已逾百萬人次，其票證系統亦較為成熟完善。本研究旨在探討北捷票證系統使用者之服務品質、滿意度與忠誠度，研究範疇涵蓋了悠遊卡與IC 代幣，亦將北二都與非北二都列為干擾因素加以深入分析。本研究以便利抽樣發放500份問卷，回收430份有效問卷。除了傳統統計分析，如描述性統計、差異性分析、路徑分析等，亦將運用結構方程模式，驗證服務品質、滿意度與忠誠度之概念模式。本研究結果發現，不同人口統計變數之使用者對悠遊卡與IC代幣之服務品質、滿意度與忠誠度有顯著差異。三項假設：服務品質對滿意度、服務品質對忠誠度、滿意度對忠誠度之正向影響均獲支持，居住地背景的確造成干擾因素。[[abstract]]The number of daily passengers traveling with Taipei MRT system is more than one million, and its ticketing system performs stably. This thesis aims to study the service quality of Taipei MRT’s ticketing system, and the users’ perceptions on their satisfaction and loyalty regarding the experience of using Easy Card and IC token. Furthermore, whether passengers live in Taipei and New Taipei cities is also considered as the extraneous variable to moderate these relationships in the concepts model. A convenient sampling method was adopted in this study. 500 questionnaires were distributed, and 430 useable samples were obtained after excluding the incomplete ones. In addition to the traditional statistical analysis such as descriptive statistics, difference analysis, and path analysis, Structural Equation Modeling (SEM) was also adopted to test the conceptual model of this study. Results reveal that there are significant differences in service quality, users’ satisfaction and loyalty for the Easy Card and IC token users with different demographic variables. The three hypotheses proposed in this study, including service quality has a positive influence on satisfaction, service quality has a positive influence on loyalty, and satisfaction has a positive influence on loyalty, have been all supported. Finally, this study also confirms the moderating effects of residence on the relationship among service quality, users’ satisfaction and loyalty