服務接觸中顧客知覺真實性對體驗價值與滿意度關係之研究—以鳴日號觀光列車為例

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题名:	服務接觸中顧客知覺真實性對體驗價值與滿意度關係之研究—以鳴日號觀光列車為例 A Study on the Experiential Value and Satisfaction of Customer Authenticity Perception in Service Contact: The case of The Future Express Train
作者:	林秀莉
贡献者:	觀光事業學系觀光休閒事業碩士在職專班
关键词:	鳴日號服務接觸覺真實性知體驗價值滿意度
日期:	2023
上传时间:	2023-10-04 13:51:22 (UTC+8)
摘要:	本研究探討在鳴日號觀光列車的服務接觸中，第一線人員與顧客之間互動過程，以及服務傳遞過程顧客的知覺真實性、體驗價值與滿意度是否存在相互影響之關係進行驗證，以提供業者與台鐵雙方經營者了解哪些部份未能觸動旅客進而加以改進。研究以搭乘過鳴日號之一般民眾為主要研究對象，施測時間為2023年2月26日至3月 27日止，最終保留262筆有效問卷。研究結果顯示，不同背景之鳴日號乘客於服務接務、知覺真實性與體驗價值認同均具有顯著差異，同時本研究假設成立，包含列車遊客對服務接觸的認知會影響知覺真實性與滿意度、列車遊客對知覺真實性的認知會影響體驗價值與滿意度、列車遊客對體驗價值的認知會影響滿意度。研究結論建議，鳴日號的宣傳推廣著重於專業導遊服務，方能吸引更多乘客體驗服務，同時建議應針對美食餐點部分進行加強，以提升乘客更高度的滿意程度。 This study explores the interaction process between the front-line staff and customers in the service contact of the Future Express Train sightseeing train, and whether there is an interactive relationship between the customer's perceived authenticity, experience value and satisfaction during the service delivery process, to verify that Providers and TRA operators understand which parts fail to impress passengers and make improvements. The main research object of the study is the general public who took the Future Express Train, and the test period was from February 26 to March 27, 2023, and 262 valid questionnaires were finally retained. The results of the study show that there are significant differences in service reception, perceived authenticity and experience value recognition of the Future Express Train passengers with different backgrounds. At the same time, the hypothesis of this study is established, including train passengers' cognition of service contact will affect perceived authenticity and satisfaction Train tourists' cognition of perceptual authenticity will affect experience value and satisfaction. Train tourists' cognition of experience value will affect satisfaction. The conclusion of the study suggests that the promotion of the Future Express Train should focus on professional tour guide services in order to attract more passengers to experience the service. At the same time, it is suggested that the gourmet meals should be strengthened to improve passenger satisfaction.
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