本研究主要目的在探討一套方法，用來衡量公司全面服務績效並找出需求改善服務的項目及其優先順序。為達上述目的，本研究應用部份最小平方法來建構服務績效指數（service performance index, SPI），並設計同時考量服務重要性與服務績效的服務改善分數(service improvement score, SIS)，用以找出需要改善服務的項目。為說明方法的應用，本研究以陽明海運公司為例，分析建構其顧客服務績效指數。研究結果顯示，陽明海運公司的服務績效指數為百分之七十五；而服務改善分數之結果顯示，該公司最需要改善的服務計畫為提供前線服務員工的訓練課程。本研究也得出一份陽明海運公司需改善服務項目的清單及其優先順序，提供給管理階層做為改善顧客服務績效之參考。

The major purpose of this study is to investigate a method that can measure a company’s overall service performance as well as identify the improving priorities for service attributes. To this end, a service performance index is developed by partial least squares (PLS) method; a service improvement score in which considering the importance and performance of service attributes is simultaneously devised for identifying service attributes to improve the service quality. To illustrate the methodology, this study takes an example to construct the service performance indexes (SPI) on actual data surveyed from the customers of an international shipping company-Yang Ming Marine Transport Corporation(YML). The empirical results show that the SPI of YML is 75%, and its service improvement scheme needs to provide more training programs to its employees who provide services at the front line. This approach also provides a clear profile to the managers of YML for knowing which service attributes should be improved and with what priorities.

中文摘要…………………………………………………………….2
Abstract……………………………………………………………3
Content…………………………………………………………… 4
List of Tables……………………………………………………6
List of Figures…………………………………………………7

Chapter 1 Introduction………………………………………………. 8
1.1 Background and Motivation…………………………
1.2 Purpose of the Study…………………………………..
1.3 Research Scope………………………………………..
1.4 Research Procedure……………………………………
1.5 Organization…………………………………………... 8
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12
Chapter 2 Service Performance Indexes Development……………... 13
2.1 Properties of Index……………………………………. 13
2.2 Service Performance Index (SPI)……………………... 14
2.3 Need for Refining Indexes……………………………. 14

Chapter 3 Literature Review………………………………………… 17
3.1 Model Validity………………………………………… 17
3.2 Index Validity………………………………………….
3.3 Index and Partial Least Squares Method……………... 18
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Chapter 4 Methodology……………………………………………... 23
4.1 Sample…………………………………………………
4.2 Domain of content for service attributes………………
4.3 Research model………………………………………..
4.4 Measures……………………………………………… 23
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Chapter 5 Analyses and Result……………………………………… 32
5.1 External validity of indicators…………………………
5.2 Model validity…………………………………………
5.3 Deleting irrelevant indicators………………………….
5.4 Index construction……………………………………..
5.5 Index validity…………………………………………..
Chapter 6 Managerial Applications………………………………….
6.1 Implications……………………………………………
6.2 Applications……………………………………………
Chapter 7 Conclusions, Limitations and Further Research………….
7.1 Conclusions…………………………………………….
7.2 Limitations and Further Research……………………..
Reference…………………………………………………………….
Appendix The Measures…….………………………………………. 32
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List of Tables


Table 1.1 Ocean freights in the periods from Jan. 2008 to Apr. 2009.. 8
Table 4.1 The check points of domain of content for the service of a container shipping company……………………………….

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Table 5.1 Correlation among constructs scores with AVE in diagonals and composite reliability………………………..

34
Table 5.2 Summary of values of indexes SPI……………………….. 35
Table 6.1 The values of SPI for shippers and forwarders…………… 44
List of Figures

Figure 1.1 Ocean freights Jan. 2008-Apr. 2009………………………... 9
Figure 1.2 Index Development Process by Hierarchical Approach……. 12
Figure 4.1 The Baseline Model………………………………………… 27
Figure 5.1 The Structure Model………………………………………... 33
Figure 5.3 Model Validity of Service Index……………………………. 40
Figure 5.4 The Structural Model with SPI and customer type variable... 42
Figure 5.5
Figure 6.1
Figure 6.2 The Reduced Structural Model With SPI…………………...
Improvement Priority Region……………………………….
The scatter plot of pairs…………………………………….. 42
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