面對競爭的社會環境及大眾消費習慣與需求多元化的趨勢，在服務導向(service-oriented)的產業中，服務品質、旅客滿意度、旅客忠誠度及企業形象不僅影響企業永續經營，管理領導能力、員工滿意度與員工忠誠度亦是影響企業營運成長及利潤增加之重要因素。本文透由PZB模式之服務特性與相關文獻，從旅客觀點探討影響高速鐵路營運績效所重視之構念與觀察指標，並量化構念間影響營運績效之因果關係。此外，本研究利用結構方程模式(structural equation model)驗證研究假設模型，分別檢測構念及其衡量觀察指標與構念間之影響，檢驗構念間之中介與調節效果。分析結果發現領導能力與員工認同相對服務品質、旅客認同及企業形象更能影響企業長期營運收入，並可透過「企業形象」及「旅客認同」扮演中介與調節效果間接影響營運績效。實證分析的結果可作為決策管理之依據，期能強化企業內部人員管理與資源使用效率，藉以改善旅客對高鐵之企業觀感，提升旅客信賴程度與回流率，促進營運績效的成長，達到永續經營之目的。

In a competitive society with diverse consumption needs, not only service quality, customer satisfaction, customer loyalty, and corporate image influence sustainable management in service-oriented industries, but management and leadership, employee satisfaction, and employee loyalty also influence company growth and profit. In this study, we employed the PZB model and findings from related literature to investigate the concept effects and observation indices for operations performance regarding the high-speed railway (HSR) from a customer perspective. We also quantified the cause and effect relationship between concepts and operations performance. Furthermore, we used the structural equation model to verify the hypothetical model proposed in this study to identify the concepts and measure the effects of indices on the concepts, as well as the mediator and moderator effects between concepts. The analysis results showed that leadership and employee recognition have a greater influence on long-term profitability compared to service quality, customer recognition, and corporate image. Furthermore, the mediator and moderator effects of “corporate image” and “customer recognition” indirectly influence operations performance. The analysis results can be used as a reference for policies and to clarify the use of human and material resources by a company, which can improve customer perceptions of the HSR. This can improve customer loyalty and returns and promote operations performance growth and sustainable management.

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