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研究生:莊立民
研究生(外文):LI- MIN CHUANG
論文名稱:台灣地區海運承攬運送業顧客保留影響因素之探討
論文名稱(外文):The Antecedents of Customer Retention in the Maritime Freight Forwarding Industry in Taiwan
指導教授:邱榮和邱榮和引用關係
指導教授(外文):RONG-HER CHIU
學位類別:碩士
校院名稱:國立臺灣海洋大學
系所名稱:航運管理學系
學門:運輸服務學門
學類:運輸管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:98
中文關鍵詞:海運承攬運送業顧客滿意度轉換障礙顧客保留
外文關鍵詞:Maritime freight forwarding industryCustomer satisfactionSwitching barriersCustomer retention
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隨著產業的轉型、製造業的遷移以及國際經濟環境的長期低迷不振,在市場飽和、競爭激烈下,台灣地區的海運承攬運送業者面臨顧客嚴重流失以及新顧客來源缺乏的問題。在這樣的經營環境下,如能有效地降低顧客流失,不但對於提高企業利潤,且在節省成本開支方面,皆有實質的助益,並且更是其永續經營的一個重要關鍵。
本研究之目的在了解並找出海運承攬運送業客戶保留的因素,以需求面為主要出發點,透過文獻回顧,以問卷方式調查台灣地區進出口廠商,收集有效問卷167份,首先以探索性因素分析出各構面之內涵,再以結構方程模式為主要之資料分析方法,對研究模型進行信、效度以及潛在變項路徑分析,並檢驗本研究實證樣本資料之配適程度。本研究主要之研究結果顯示,價格認知對於顧客保留無顯著之影響;而於服務品質、顧客滿意度、轉換障礙則對於顧客保留皆有正向且顯著之影響效果。

With the transformation of the industry, the migration of manufacturing and deterioration of international economic environment, long-term slump in the market and intense competition, the maritime freight Forwarding industry in Taiwan faced serious wastage and lack of sources of new customers. In this operating environment, operators can improve company’s profitability and achieve cost savings if they can reduced the customer wastage.
The major purpose of this research is to find out the factors of customer retention for ocean freight forwarding industry. Through literature review and questionnaire survey of manufacturers in Taiwan, this study extracts some dimensions of customer retention by using exploratory factor analysis. It further conducts structural equation modeling (SEM) analysis to check the domain reliability, validity and path analysis with latent variables for examining the fitness. The main results show that price awareness has no negative influence on customer retention; however, factors of service quality, customer satisfaction and switching barriers are having significant positive effect on customer retention.

謝辭 .................................................. i
中文摘要 .............................................. ii
英文摘要 .............................................. iii
目錄 .................................................. iv
表目錄 ................................................ vii
圖目錄 ................................................ ix

第一章 緒論
1.1 研究背景 ............................................. 1
1.2 研究動機 ............................................. 2
1.3 研究目的 ............................................. 4
1.4 研究流程 ............................................. 4

第二章 文獻探討
2.1 顧客保留 ............................................ 6
2.1.1 顧客保留之定義 ..................................... 6
2.1.2 顧客保留之重要性 ................................... 8
2.2 顧客滿意度 .......................................... 10
2.2.1 顧客滿意度之定義 .................................. 10
2.2.2 顧客滿意之重要性 .................................. 14
2.3 服務品質認知與價格認知 .............................. 16
2.3.1 服務品質認知之定義 ................................ 17
2.3.2 價格認知之定義 ................................. .. 27
2.3.3 服務品質認知、價格認知之重要性 ...................... 27
2.4 轉換障礙 ............................................ 33
2.4.1 轉換障礙之定義 .................................... 33
2.4.2 轉換障礙之重要性 .................................. 38

第三章 研究方法
3.1 研究架構與研究假設 ................................... 40
3.2 研究變項之定義與衡量 ................................. 41
3.2.1 顧客保留 .......................................... 41
3.2.2 顧客滿意度 ........................................ 42
3.2.3 服務品質認知 ...................................... 43
3.2.4 價格認知 .......................................... 45
3.2.5 轉換障礙 .......................................... 46
3.3 研究設計、研究對象與資料收集 ......................... 47
3.3.1 研究設計 ......................................... 47
3.3.2 研究對象與資料收集 ................................ 48
3.4 資料分析方法 ........................................ 48

第四章 資料分析
4.1問卷回收 ............................................ 50
4.2樣本結構 ............................................ 51
4.3問卷信度分析 ........................................ 54
4.3.1信度分析 .......................................... 54
4.3.2 因子縮減分析 ..................................... 56
4.4 相關分析 ........................................... 58
4.5 敘述性統計資料分析 .................................. 59
4.6 模式分析 ........................................... 64
4.6.1 驗證性因素分析 .................................... 64
4.6.2 模型配適檢定 ...................................... 68
4.6.3 結構模式分析 ...................................... 75
4.6.4 調節效果 .......................................... 77

第五章 結論與建議
5.1 研究結論與建議 ...................................... 79
5.1.1 研究結論 ......................................... 79
5.1.2實務界建議 ........................................ 81
5.2 研究限制與後續研究建議 .............................. 83
5.2.1 研究限制 ......................................... 83
5.2.2 後續研究建議 ..................................... 84

參考文獻
中文 ............................................... 85
英文 ............................................... 88

附錄一 問卷內容 ......................................... 95

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