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系統識別號 U0026-0812200911051714
論文名稱(中文) 定期貨櫃船公司顧客滿意度、轉換成本對顧客忠誠度影響之研究
論文名稱(英文) The Impact of Customer Satisfaction and Switching Cost on Customer Loyalty in Liner Shipping
校院名稱 成功大學
系所名稱(中) 交通管理學系碩博士班
系所名稱(英) Department of Transportation & Communication Management Science
學年度 92
學期 2
出版年 93
研究生(中文) 劉沐欣
研究生(英文) Mu-Hsin Liu
學號 r5691408
學位類別 碩士
語文別 中文
論文頁數 100頁
口試委員 口試委員-蔡東峻
指導教授-呂錦山
口試委員-廖俊雄
口試委員-邱榮和
中文關鍵字 顧客滿意度  轉換成本  顧客忠誠度  定期貨櫃船公司 
英文關鍵字 liner shipping  customer loyalty  switching cost  customer satisfaction 
學科別分類
中文摘要 本研究旨在從貨主之觀點探討定期貨櫃船公司顧客滿意度、轉換成本與顧客忠誠度之關係,研究結果指出,28項服務屬性中,以「貨物毀損滅失頻率」的顧客滿意度最高,其次為「船舶安全與性能」、「艙位取得的容易度」、「船期可靠性」與「文件的正確性」等。此外,本研究藉由結構方程模式(Structural Equation Modeling)來衡量貨主的滿意度與轉換成本對忠誠度所造成的影響,研究結果指出,貨主認知到的滿意度與轉換成本皆對忠誠度有顯著的正向影響。然而,貨主本身的特性,例如產業及營運規模大小,卻不會影響其對滿意度、轉換成本與忠誠度之認知。最後並根據研究結果提出理論與實務上之建議。
英文摘要 This research empirically evaluates customers’ satisfaction, switching cost and customers’ loyalty in liner shipping from a shipper’s perspective. The results suggest that shippers perceive low cargo loss and damage to be the most satisfactory service attribute, followed by vessel safety, availability of cargo space, reliability of sailing schedule, and accurate documentation. This study used a structural equation modeling to examine the impact of customers’ satisfaction and switching cost on shippers’ loyalty. The findings of this research indicate that the level of customers’ (shippers’) satisfaction affecting customers’ loyalty, and that perceptions of shippers’ switching cost has a strong positive effect on customers’ loyalty. However, the perceived differences of customers’ satisfaction, switching cost and customers’ loyalty among the corporate characteristics such as type and size of firms were not supported in this study. The theoretical and practical implications of the findings on the shippers’ loyalty in liner shipping are discussed.
論文目次 第一章 緒論.......................................1
1.1研究背景與動機.................................1
1.2研究目的.......................................3
1.3研究範圍與限制.................................3
1.4研究流程.......................................4
第二章 文獻回顧...................................6
2.1顧客忠誠度之定義...............................6
2.2顧客滿意度之定義及其對顧客忠誠度之影響.........7
2.2.1顧客滿意度之定義.............................7
2.2.2顧客滿意度對顧客忠誠度之影響.................8
2.3轉換成本之定義及其對顧客忠誠度之影響..........10
2.3.1轉換成本之定義..............................10
2.3.2轉換成本對顧客忠誠度之影響..................11
2.4定期貨櫃船公司之特性與服務屬性................14
2.5小結..........................................20
第三章 研究設計與方法............................21
3.1研究架構與假設................................21
3.1.1研究架構....................................21
3.1.2研究假設....................................22
3.2研究構面之操作性定義與衡量....................23
3.2.1顧客滿意度之定義與衡量......................23
3.2.2轉換成本之定義與衡量........................25
3.2.3顧客忠誠度之定義與衡量......................27
3.3研究設計......................................28
3.3.1問卷設計....................................28
3.3.2問卷前測....................................29
3.3.3問卷內容....................................31
3.3.4抽樣設計....................................31
3.4資料分析方法..................................32
3.4.1敘述性統計分析..............................33
3.4.2 t檢定......................................33
3.4.3因素分析....................................33
3.4.4信度與效度分析..............................34
3.4.5變異數分析..................................34
3.4.6結構方程模式................................35
3.5小結..........................................38
第四章 研究分析結果..............................39
4.1基本敘述統計分析..............................39
4.1.1基本資料敘述統計分析........................40
4.1.2定期船公司顧客滿意度、轉換成本與顧客忠誠度敘
述統計分析.......................................42
4.1.3四家定期貨櫃船公司比較分析..................45
4.1.4近洋與遠洋船公司比較分析....................49
4.2顧客滿意度、轉換成本與顧客忠誠度因素分析與信度
分析.............................................52
4.2.1顧客滿意度因素分析與信度分析................53
4.2.2轉換成本因素分析與信度分析..................56
4.2.3顧客忠誠度因素分析與信度分析................59
4.3相關分析......................................62
4.4不同產業與規模之貨主對各構面之比較分析........63
4.4.1貨主產業別之差異性分析......................63
4.4.2貨主營運規模之差異性分析....................65
4.5顧客滿意度與轉換成本對顧客忠誠度之影響分析....66
4.5.1結構方程模式之建立..........................66
4.5.2結構方程模式之分析..........................67
4.5.3結構方程模式假設檢定........................70
4.6小結..........................................71
第五章 結論與建議................................74
5.1結論..........................................74
5.2建議..........................................77
5.3後續研究建議..................................79
參考文獻.........................................81
一、中文部分.....................................81
二、英文部分.....................................83
附錄 一..........................................87
附錄 二..........................................90
附錄 三..........................................92
附錄 四..........................................94
附錄 五..........................................96
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