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系統識別號 U0026-0812200911280675
論文名稱(中文) 定期海運業顧客忠誠度之研究-從海運承攬運送業之觀點
論文名稱(英文) The evaluation of customer loyalty in liner shipping-from an ocean freight forwarder'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 93
學期 2
出版年 94
研究生(中文) 蔡佳珊
研究生(英文) Chia-Shan Tsai
電子信箱 nicole33kimo@yahoo.com.tw
學號 r5692114
學位類別 碩士
語文別 中文
論文頁數 106頁
口試委員 口試委員-林正章
召集委員-吳偉銘
口試委員-桑國忠
指導教授-呂錦山
中文關鍵字 顧客忠誠度  關係品質  顧客滿意度  定期貨櫃船公司 
英文關鍵字 Liner shipping  Customer satisfaction  relationship quality  Customer loyalty 
學科別分類
中文摘要   本研究旨在從海運承攬運送業者之觀點,探討定期貨櫃船公司顧客滿意度、關係品質與顧客忠誠度之關係,研究結果指出,27項服務屬性中,滿意度較高的為「船舶安全與性能」,其次為「班次密集度」、「貨櫃情況良好」、「運送時間」與「船期可靠性」等項。

  本研究利用結構方程模式來衡量海運承攬運送業者的滿意度與關係品質對忠誠度所造成的影響,研究結果指出,海運承攬運送公司與船公司的關係品質會正向影響其對船公司的忠誠度,而海運承攬運送業者的顧客滿意度也會正向影響其與船公司之間的關係品質。然而,海運承攬運送業者的顧客滿意度對其忠誠度有正向的影響關係在本研究並沒有得到驗證支持。最後本文提出理論與實務上的建議,以供相關業者參考。


英文摘要  This research empirically evaluates the effects of customers’ satisfaction, relationship quality and customers’ loyalty in liner shipping from an ocean freight forwarder’s perspective. Results indicated that vessel safety to be the most satisfactory service attribute, followed by frequency of sailing, good condition of containers, transit time and reliability of sailing schedule. Based on a structural equation modeling approach, results showed that forwarder-carrier relationship quality had a positive influence on forwarders’ (customers’) loyalty, and forwarders’ satisfaction positively influences forwarder-carrier relationship quality. However, the impact of customers’ satisfaction on customers’ loyalty was not supported in this study. Theoretical and practical implications of the research findings are discussed.

論文目次 第一章 緒論1
1.1研究動機與背景1
1.2研究目的3
1.3研究範圍與限制4
1.4研究流程4
第二章 文獻回顧6
2.1顧客忠誠度6
2.1.1顧客忠誠度之重要性6
2.1.2顧客忠誠度之定義7
2.2顧客滿意度9
2.2.1顧客滿意度之定義與重要性9
2.2.2顧客滿意度對顧客忠誠度之影響10
2.3關係品質12
2.3.1關係品質之重要性與定義12
2.3.2關係品質對顧客忠誠度之影響17
2.4關係品質與顧客滿意度的關聯性18
2.5定期貨櫃船公司之特性與服務屬性19
2.6小結24
第三章 研究方法25
3.1研究架構與假設25
3.1.1研究架構25
3.1.2研究假設26
3.2研究變項之操作性定義與衡量27
3.3研究設計30
3.3.1研究方法30
3.3.2問卷設計過程31
3.3.3問卷前測32
3.3.4問卷內容33
3.3.5抽樣設計33
3.4資料分析方法34
3.4.1敘述統計分析34
3.4.2變異數分析34
3.4.3因素分析35
3.4.4信度與效度35
3.4.5結構方程模式36
3.5 小結38
第四章 影響貨櫃船公司顧客忠誠度因素之分析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整體資料分析44
4.1.3主要定期貨櫃船公司顧客滿意度、關係品質與顧客忠誠度之比較49
4.2顧客滿意度與關係品質之因素分析與信度分析56
4.2.1顧客滿意度因素分析與信度分析56
4.2.2關係品質因素分析與信度分析.60
4.3船公司特性與顧客滿意、關係品質及顧客忠誠度之比較分析63
4.3.1國輪船公司與外商船公司之比較分析63
4.3.2近洋船公司與遠洋船公司之比較分析64
4.4海運承攬運送業者企業特性之變異數分析65
4.4.1海運承攬運送業者公司規模之差異分析65
4.4.2海運承攬運送業者貨運量之差異分析66
4.4.3海運承攬運送業者營業額之差異分析66
4.5 顧客滿意度、關係品質與顧客忠誠度影響分析68
4.5.1結構方程模式之建立.68
4.5.2結構方程模式分析68
4.5.3結構方程模式假設檢定75
4.6小結77
第五章 結論與建議80
5.1結論80
5.2建議85
5.3後續研究建議87
參考文獻89
一、中文部分89
二、英文部分90
附錄.94
一、附錄一 正式問卷94
二、附錄二 專家學者訪談紀錄99




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