高鐵服務滿意度分析與改進建議

Abstract

高鐵公司營運超過10年，在台灣交通產業扮演著不可取代的地位。然而，高鐵雖然有高比例的官股，但是仍是一個營利單位，應透過顧客滿意度的提升，進而增加公司營收。高鐵除了提供主要的交通服務之外，也陸續開始提供餐飲、接駁服務、高鐵假期、紀念品等周邊服務，期望增加公司收入。本研究將高鐵各營運構面分成10個主題，發送問卷給顧客，詢問顧客對於各個構面的滿意度。分析結果顯示自由座票價、餐飲、高鐵假期、接駁服務、紀念品為滿意度較低的項目，是高鐵應優先著手改善的項目。

Taiwan High Speed Rail (HSR) has been operating for more than 10 years, and holds an irreplaceable position in Taiwan's transportation industry. Governmental organizations own a large portion of HSR, but HSR is in itself a profit-seeking organization, and needs to enhance customer satisfaction, thus increasing overall income. Besides providing transportation services, HSR has also begun to provide alternate services such as food & drink, shuttle buses, vacation packages, and HSR merchandise, to increase overall income. This study examines customer satisfaction of HSR from 10 aspects through customer surveys. Our results showed that the price of non-reserved tickets, food & drink, vacation packages, shuttle buses, and merchandise scored the lowest in terms of customer satisfaction, and HSR should focus on these items when considering operational improvements.