碩士 / 高雄餐旅學院 / 旅遊管理研究所 / 98 / Since the official operation of the Taiwan High Speed Rail (THSR) in the west region of Taiwan, it has provided an alternative transportation option for medium and long distance passengers, and also intensified the competition between THSR and Taiwan Railways (TRA). Various marketing studies have indicated that developing customer-based brand equity is essential for companies in carrying out the defensive marketing strategies. It ensures that the customers will maintain the brand loyalty continuously for a particular brand.
This study focuses on frequent passengers of THSR or TRA Tze-Chiang Express for medium or long distance travel, in order to explore the context of repurchase motivation. The repurchase motivation of a particular brand is an abstract and intangible value. This study applied Rasch Model for data analysis, which has been commonly used in psychological measurement and educational testing to measure certain latent traits of subjects. The empirical results indicate that the attributes that hinder the repurchase service of THSR are listed in the following order: “reasonable price”, “convenience of station locations” and “ease of transfer and frequency of connection service”; the attributes that increase the repurchase service of THSR are: “operating speed”, “cleanliness of the carriage” and “clean and green environment inside the stations”. On the other hand, the attributes that hinder the repurchase service of TRA Tze-Chiang Express are: “trains on schedule”, “design for the barrier-free environment” and “clarity of train information and frequency of the timetable change”; the attributes that increase the repurchase service are: “convenience of station locations”, “ease of transfer and frequency of connection service” and “reasonable price”.
The management implications are summarized as follows. THSR should: (1) offer promotions while improving service quality; (2) establish well-connected transit networks for joint transportation; (3) set up response standard process to achieve total quality management; (4) reduce machinery breakdowns and improve maintenance quality to ensure road safety. As for TRA Tze-Chiang Express, it should (1) improve the train on-time rate and minimize the perceived waiting time for passengers; (2) modify business strategies, educate the staffs, and streamline the equipments; (3) formulate marketing strategies in order to preserve frequent customers traveling in mid-to-long distance. In addition, in order to keep perpetual operation, it is recommended that the two companies should analyze the target customers and precisely stimulate the critical service attributes, cooperate to develop intermodal trasportation and continuously exceed customers’ expectations.
| Identifer | oai:union.ndltd.org:TW/098NKHC5708005 |
| Date | January 2010 |
| Creators | Young-Ching Lin, 林詠晴 |
| Contributors | 楊政樺 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 113 |
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