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系統識別號 U0026-0812200911064660
論文名稱(中文) 高雄港顧客忠誠度之研究--以貨櫃航商為例
論文名稱(英文) An Evaluation of Customer Loyalty in Kaohsiung Port--A Container Carrier's Perspective
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) 施大元
研究生(英文) Ta-Yuan Shih
學號 r5691407
學位類別 碩士
語文別 中文
論文頁數 83頁
口試委員 口試委員-邱榮和
口試委員-廖俊雄
指導教授-呂錦山
口試委員-蔡東峻
中文關鍵字 結構方程模式  高雄港  轉換成本  顧客忠誠度 
英文關鍵字 Structural Equation Modeling  Kaohsiung Port  Customer Loyalty  Switching Costs 
學科別分類
中文摘要   港埠最主要目的就是服務航商,隨著港埠間競爭日愈激烈,港埠要在競爭激烈的市場中維持生存並創造利潤,就必須瞭解既有航商對港埠之忠誠度。除了服務品質為航商評斷港埠優劣的基本要素之外,港埠的外部環境因素(如政治、經濟、天然條件等)及航商本身轉移至他港會面臨到的轉換成本,都可能是影響航商對港埠忠誠度的關鍵要素。因此本研究透過問卷分析,以高雄港為研究範圍,探討高雄港貨櫃航商之顧客忠誠度情形及其影響因素。
  研究結果發現,航商對高雄港忠誠度頗高,但若港埠局調高港埠費率,則航商忠誠度會降低;此外航商對高雄港服務品質中港埠相關作業效率以及環境因素中的天然條件評價最高,轉換成本方面則最在意不泊靠高雄港時會有的設備與機具成本的犠牲。再就航商的所有權型態做進一步分析則可發現,外國航商與本國航商在轉換成本及港埠忠誠度有部分顯著的差異,且本國航商在此二者上均要比外國航商來得高。另外,透過結構方程式模式(Structural Equation Model, SEM)的建立,分析「服務品質」、「轉換成本」、「環境因素」對高雄港顧客忠誠度之影響,結果得出三者均對高雄港忠誠度有顯著正向的影響,其中又以轉換成本對忠誠度的影響最大,其次為環境因素。


英文摘要   This research examined a model that seeks to explain the customer loyalty in Kaohsiung Port. Using data collected from a survey of container carriers in Taiwan, the paper tested the relationships among the constructs in the model; namely, service quality, switching cost and environmental factors, and customer loyalty. In general, container carriers show a slight high customer loyalty in Kaohsiung Port according to the responses of a survey. The findings of this research indicate that switching cost is the major factor affecting the customer loyalty, followed by environmental factor and service quality. The results confirm that switching cost, environmental factor and service quality have a positive effect on customer loyalty. The results also found that domestic container carriers had a higher degree of customer loyalty than foreign container carriers. The theoretical and practical implications of the findings on customer loyalty for Kaohsiung Port are discussed.

論文目次 第一章 緒論…………………………………………………1
1-1 研究動機………………………………………………... 1
1-2 研究目的………………………………………………... 3
1-3 研究範圍與限制………………………………………... 3
1-4 研究流程與論文結構…………………………………... 4
第二章 文獻回顧……………………………………………6
2-1 忠誠度相關探討………………………………………... 6
2-1-1 忠誠度之研究……………………………………….. 6
2-1-2 忠誠度之衡量……………………………………….. 8
2-2 服務品質之探討………………………………………... 9
2-2-1 服務品質之研究………………………………... 9
2-2-2 服務品質之衡量…………………………………….. 10
2-2-3 滿意度和服務品質之不同………………………….. 12
2-3 轉換成本………………………………………………... 13
2-3-1 轉換成本的相關研究……………………………….. 13
2-3-2 轉換成本的衡量…………………………………….. 14
2-4 忠誠度與服務品質與轉換成本間關係之研究………... 15
2-5 港埠的服務屬性………………………………………... 19
2-6 港埠外在環境因素……………………………………... 23
2-7 航商所有權在轉換成本及忠誠度之差異探討 24
2-8 小結……………………………………………………... 25
第三章 研究方法……………………………………………27
3-1 研究架構與假設………………………………………... 27
3-2 研究變項之操作性定義及構面………………………... 28
3-3 研究設計方法…………………………………………... 31
3-3-1 問卷內容…………………………………………….. 31
3-3-2 抽樣設計…………………………………………….. 31
3-4 統計分析方法及應用…………………………………... 32
3-4-1 敘述統計分析……………………………………….. 32
3-4-2 因素分析…………………………………………….. 32
3-4-3 信度分析…………………………………………….. 33
3-4-4 結構方程模式分析………………………………….. 34
3-5 小結……………………………………………………... 36
第四章 高雄港顧客忠誠度分析結果………………………37
4-1 回收樣本基本敘述統計分析…………………………... 37
4-2 高雄港忠誠度及其影響構面之因素與信度分析……... 43
4-3 航商所有權型態、轉換成本及忠誠度差異的探討…… 53
4-4 服務品質、環境因素與轉換成本影響顧客忠誠度之分析…55
4-5 小結……………………………………………………... 63
第五章 結論與建議…………………………………………65
5-1 研究結論………………………………………………... 65
5-2 建議……………………………………………………... 67
5-3 後續的研究建議………………………………………... 70
參考文獻…………………………………………………………… 72
附錄一……………………………………………………………… 77
附錄二……………………………………………………………… 79
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