近幾年的智慧卡的應用已被許多相關行業應用來增進消費者於消費過程的方便性與安全性，如健保局所發行的IC健保卡，此外如最近的台北京華城的智慧消費卡等。 而對於捷運業而言，如何針對顧客需求的逐步改變來改換其策略，進而能針對消費者之個別需求來銷售其產品有其相當的重要性，而智慧卡可大量儲存消費者的使用習性資訊以及其他各項特性正好能解決其需求。本研究以瑞士顧客滿意度指標模式（SWICS）以及歐洲顧客滿意度指標模式（ECSI）來進行研究，以使用台北悠遊卡搭乘捷運的顧客作為實證研究對象，探討悠遊卡的特性對於顧客忠誠度的影響。 本研究的發現如下： 一、顧客預期對顧客知覺價值、顧客滿意度、顧客忠誠度以及顧客與捷運公司的意見交流會產生顯著正向之影響。 二、知覺軟體方面服務的品質比起知覺硬體方面服務的品質對顧客知覺的價值、顧客滿意度、顧客忠誠度以及顧客與捷運公司的意見交流會產生顯著正向之影響。 三、公司形象對顧客知覺的價值、顧客滿意度、顧客忠誠度以及顧客與捷運公司的意見交流並無顯著之影響效果。 四、顧客知覺的價值對顧客滿意度、顧客忠誠度以及顧客與捷運公司的意見交流會產生顯著正向之影響。 In recent year, the application of smart card have been used by many industry to increase customer convenience and safety, for example, in recently Bureau of National health insurance issue NHI IC card, besides, core pacific city corporation issue smart shopping card. For rapid transit industry to Say, how to aim at customer demand to gradually change it’s strategy, and then aim at customer indivual demand to sale it’s product have it’s quite importance, smart card can storage huge information of customer and other characteristic of smart card can just right to solve this demand. This research use SWICS and ECSI model to carry this research out, the customer use easy card to travel by rapid transit system is the object of this study, explore the characteristic of easy card’s influence on customer loyalty. The results indicate that: 1.Customer exception have positive outstanding influence on customer perceive value、customer satisfaction and customer dialogue. 2.Customer perceived quality of customer interaction have more positive influence than customer perceived quality of postal service on customer perceived value、customer satisfaction、customer loyalty and customer dialogue. 3.Company image don’t have positive outstanding influence on customer perceived value、customer satisfaction、customer loyalty and customer dialogue. 4.Customer perceived value have outstanding influence on customer satisfaction, customer loyalty and customer dialogue.
