公車系統在世界各國都會區皆扮演重要角色。台北市運輸系統以公車與捷運作為主要的大眾運輸工具，並在民國85年開始規劃公車專用道。過去公車服務品質相關研究，僅探討整體公車系統之服務品質、乘客滿意度對乘客行為意向之影響。本研究嘗試將公車系統區分為一般路線與公車專用道路線，根據公車乘客對於兩者之服務品質、乘客滿意度以及乘客行為意向之期望與感受進行分析比較。 本研究首先以公車服務特性為基礎，結合Brandy & Cronin(2001)所提出的服務品質概念性模式與相關之滿意度與行為意向理論，找出適用於公車系統之服務品質、滿意度及行為意向定義，建構適合公車運輸系統服務品質、滿意度與行為意向模式與衡量方法。 為了驗證所建構模式之配適性，本研究利用結構方程模式做為分析工具，進行驗證性因素分析與路徑分析。研究對象為一般路線公車乘客與專用道乘客。 最後依據研究結果提出營運管理上之建議，以及有下列幾點發現：(1)乘客對於一般路線與公車專用道搭乘經驗上，並無顯著差異。(2)乘客對於公車專用道之期望與搭乘感受具有較大之服務品質缺口。(3)公車服務品質在「行為」、「資訊」與「準時性」三個構面具有較大改善空間。(4)公車服務品質對乘客滿意度具有正向影響。(5)乘客滿意度對乘客行為意向具有正向影響。(6)公車服務品質對乘客行為意向具有間接影響。 The bus system plays an important role in the city area of countries over the world. The transportation system of Taipei regards the bus and mass rapid transit as main public transportation tools, and began to plan exclusive bus lanes in the 85th year of the Republic of China. The past studies in service quality of bus transportation system, only probed into the service quality and passengers’ satisfaction of the whole bus system, influence on passengers’ behavior. This study tries to divide the bus system into urban bus routes and exclusive bus lanes, comparison with urban bus routes and exclusive bus lanes according to the expectation and experience of bus service quality, passengers’ satisfaction and passengers’ behavior. Based on the characteristics of bus service, a conceptual model has been developed for bus transportation system by integrating Brandy & Cronin (2001) discussed service quality conceptual model, satisfaction and behavior intention model. Then, an empirical study is conducted to test the hypothesis in this conceptual model. To test the adaptability of the construction model, this stydy adopt the analytic tool of Structical Equation System and do confirmatory factor analysis and path analysis. The research objects are urban bus route passengers and exclusive bus lane passengers. Finally, this study discussed managerial implications according to the research results, and had several conclusions: (1) The passenger’s experience of taking urban bus routes and exclusive bus lanes does not have apparent difference. (2) The passenger has bigger service quality gap with the expectation to experience of taking of exclusive bus lanes. (3) Bus service quality has large improvement in “Behavior”, “Information”, and “Punctuality”. (4) Bus service quality was positively and directly related to passengers’ satisfaction. (5) Passengers’ satisfaction was positively and directly related to passengers’ behavior Intention. (6) Bus service quality was positively and indirectly related to passengers’ behavior Intention.
