臺灣博碩士論文加值系統

許多文獻已經證實服務品質在消費過程中具有舉足輕重的地位。然而，這些文獻卻較少關注關係品質和電子化服務對客戶忠誠度的影響。關係品質可以讓顧客感到產品或服務是可靠與可接受的，不須擔心會出現錯誤。在貨櫃船服務中，服務品質和滿意度之間的關係已被過去文獻廣泛的探索，但是在服務品質、信任和承諾之間的連結卻總是被忽略。本研究藉由「電子化顧客關係管理」和「預期期望理論」，將關係品質(滿意度，信任，承諾)和感知電子化服務(有用性，易用性) 相結合來衡量服務品質和顧客忠誠度之間的關聯。此次主要針對台灣的「國際海運貨運代理和物流協會」中的成員名單發放郵件問卷，最後回收的有效樣本數共為233份。藉由ANOVA檢驗服務品質、關係品質、顧客忠誠度和感知電子化服務是否會因受訪者的社經特性而有顯著的差異，再透過因素分析確認服務品質的屬性是否適用於此架構。所收集到的資料先進行敘述性統計以及驗證性因素分析之後，接著運用結構方程模式來檢視實證分析結果是否與研究假設相符。
研究結果顯示，服務品質對關係品質和顧客忠誠度有顯著的正向關係，關係品質對顧客忠誠度有顯著的正向關係，在服務品質與顧客忠誠度中，關係品質也具有部分中介效果。具體而言，本研究發現除了滿意度，信任與承諾也對關係品質產生重要影響。在服務品質和顧客忠誠度中，感知電子化服務具有正向干擾的效果，但在服務品質和關係品質中，感知電子化服務卻沒有正向干擾，說明了航運的電子化服務可以增加顧客的工作效率及績效，但不代表可以增加顧客和公司之間的關係與連結，從貨運承攬業者的角度來看，提供電子化服務給顧客是必要的服務項目，但不一定會為貨櫃船公司帶來競爭優勢。
此外，研究發現電子化服務項目的多寡與服務品質，電子化服務項目的多寡及承攬業者員工數量與關係品質，承攬業者員工數量與顧客忠誠度，承攬業者主要合作對象及電子化服務項目的多寡與感知電子化服務之間具有顯著關係。最後，根據實證數據分析的結果，本研究提出相對應的管理意涵給貨櫃船公司，幫助其提高感知電子化服務、服務品質、關係品質來提升顧客忠誠度。

The literature has extensively verified that service quality plays a critical role in the process of consumption, with the initial focus on quantifying the service characteristics. However, these studies have paid less attention to the effects of relationship quality and e-service on customer loyalty. Relationship quality makes customers feel that products/services are reliable and acceptable, so they do not worry about mistakes. Despite the fact that the link between service quality and satisfaction has been extensively explored, the relationships among service quality, trust, and commitment have been ignored in container shipping services. To fill these two gaps in the literature, this study is aimed toward measuring the linkage between service quality and customer loyalty by integrating them with relationship quality (e.g., satisfaction, trust, commitment) and perceived e-service (e.g., usefulness, ease of use). Through integrating electronic customer relationship management and the expectation conformation theory, a quantitative focus group study is conducted in the container shipping industry. Empirical data are obtained using a mail questionnaire survey collected from 233 forwarder liner operators from the member list of “International Ocean Freight Forwarders and Logistics Association” in Taiwan.
An ANOVA is used to determine whether the service quality, relationship quality, customer loyalty, and perceived e-service levels of the respondents vary with their demographic characteristics. A factor analysis is used to confirm whether the service quality items presented in the questionnaire fit the structures. A descriptive statistics analysis and a confirmatory factor analysis (CFA) are conducted to provide a basic summary of the sample data and to examine discrepancies among the hypotheses and the empirical data in order to test whether the proposal theoretical model fits the empirical data. Finally, a structural equation model (SEM) and regression analysis are used to examine whether the hypotheses are accepted or rejected.
The results of the study are summarized as follows: At the level of statistical significance, service quality had a positive effect on relationship quality and customer loyalty; relationship quality had a positive effect on customer loyalty, and relationship quality was found to have partial mediating effect on the relationship between service quality and customer loyalty. Specifically, this study found not only satisfaction but also trust and commitment had significant effect on relationship quality. Perceived e-service was found to have a moderating effect on the relationship between service quality and customer loyalty, but it had no significant moderating effect on the relationship between service quality and relationship quality, indicating that the electronization of shipping services increases work efficiency and performance but does not enhance the connection and relationship between customers and the company. Even so, from the perspective of forwarders e-services are essential but do not provide a competitive edge in a container shipping company.
Further, the ANOVA results showed differences among e-service items and service quality, the number of workers in the company/e-service items and relationship quality, the number of workers in the company and customer loyalty, and the shipping company that the respondent mainly cooperates with/e-service items and perceived e-service. Finally, managerial suggestions are provided for container shipping companies to help them increase their perceived e-service, service quality, and relationship quality in order to promote customer loyalty.

Table of Contents vii
List of Figures x
Introduction 1
1.1 Background and Motivation 1
1.2 Research Objectives 7
Theoretical Background 9
2.1 Electronic Customer Relationship Management 9
2.2 Expectation Confirmation Theory 11
Hypothesis Development 13
3.1 Service Quality 13
3.2 Relationship Quality 19
3.3 Customer Loyalty 21
3.4 Perceived E-service 24
3.5 Moderating Role of Perceived E-service 27
Methodology 29
4.1 Research Model 29
4.2 Measurement Development 30
4.3 Data Collection and Sampling 34
4.4 Analytical Procedure 34
4.4.1 Descriptive Statistic Analysis 35
4.4.2 Factor Analysis 36
4.4.3 Confirmatory Factor Analysis 36
4.4.4 Structural Equation Modeling 38
4.4.5 Regression Analysis 39
Empirical Results 41
5.1 Descriptive Statistics Analysis 41
5.1.1 Respondent Profile 41
5.1.2 Mean and Standard Deviation of Items 44
5.1.3 Analysis of Variance Analysis 47
5.2 Factor Analysis 54
5.3 Confirmatory Factor Analysis 56
5.4 Structural Equation Modeling 60
5.5 Mediation Analysis 62
5.6 Moderation Analysis 63
Discussion and Conclusion 66
6.1 Summary of the Results 66
6.2 Managerial Implications 68
6.3 Limitations and Future Research 69
References 71
Appendix A: Items in Questionnaire 84
Appendix B: Items in Chinese Questionnaire 87

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