Özet:

Taiwan’s railway is one of the major modes of transportation for the Taiwanese people. At present, the operating income of the railway is challenged by the competition of high-speed rails used for travelling in medium and long distances, the mass transit system for travelling in short distances, and other means of land transportation. Therefore, Taiwan railway should seek development to obtain the favor of the customers. Further, another way for the survival of the railway is by maintaining a good long-term relationship with the customers and by enhancing the customer’s loyalty. This study begins by understanding the situation of the value flow in the enterprise using balanced scorecard, establish the performance measurement of passengers’ satisfaction and loyalty, and understand the loyalty of the Taiwan railway passengers using the grey relational analysis and the Importance-Performance Analysis. Results showed that most of the railway passengers are commuters and students. Hence, Taiwan railway management needs to pay attention to the train’s punctuality and ticket prices to improve passenger satisfaction. Higher satisfaction will improve the passengers’ loyalty and willingness to continuously consume, which can improve real profits. Key Words: Balanced Scorecard, Grey Relational Analysis, Importance-Performance Analysis, Satisfaction, Loyalty, Service Quality.

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