過去有關國道客運業服務品質的研究，多以提昇服務品質的觀點為主，甚少有從品質不佳可能造成旅客不滿意而流失的風險觀點進行探討。本研究係將服務品質的執行視為一種控制風險的管理作為，進而發展一整合Kano模式、改善效果指標、以及失效模式與效應分析之國道客運業品質風險評估模式。本研究以臺北新竹線為例，針對乘車旅客進行問卷調查。結果顯示，有3項服務品質屬性為一維品質、7項必須品質與7項無差異品質。而依據改善效果指標與失效模式與效應分析結果發現，駕駛員注意乘客上下車時的安全、駕駛員態度、駕駛員駕駛技術、事故發生時客運公司的處理、客運公司對抱怨或意見的處理與候車時間，是當前國道客運業者最需要且值得改善的品質風險屬性。最後則依據研究結果，探討相關管理意涵，並提出後續研究建議。

In the past, studies of coach service quality on national freeways were focused on elevating the service quality. Few studies explored the quality risk management from the viewpoint of customer dissatisfaction caused by poor service quality. This research regards the implemention of a good service quality program as a means of risk management, and develops an integrated model consisting of Kano, IEI, and FMEA in order to manage the quality risk of coach services on national freeways. This research has utilized surveys conducted on passengers at Taipei bus station as data samples. The results indicate there are three one-dimensional qualities, seven absolutely required qualities, and seven indifferent qualities. The following were identified in of IEI and FMEA as the most important quality risk attributes for improvement; bus drivers do consider the safety of passengers when they get on/off the vehicle, drivers attitudes, drivers' skill, the coach company's handling of accidents, the coach company's handling of complains or suggestions, and passenger waiting time. Finally, this research offers some discussion and suggestions for management implementation and future research in quality risk management.