摘要

面對競爭激烈的航運市場，大部份航商莫不以建造大型化的貨櫃船、併購或聯盟方式為成長策略以增加市場佔有率。而在經濟全球化及全球運籌的浪潮下，國際企業為降低成本，不斷將產品透過委外(Outsourcing)方式由低成本國家製造。

近十幾年臺灣的廠商也在這個趨勢及大陸改革開放的政策下，為維持競爭勢，不斷將產業外移。又在加入世界貿易組織(WTO)後，隨著市場的開放，進出口貨源逐漸減少，艙位供過於求，國內的定期貨櫃航運業競爭更加劇烈，部份業者以價格作為市場競爭的唯一手段，以提高市場佔有率。隨著營運成本(油價、美國鐵路公司大幅調高運價等)逐年增加，以價格作為競爭優勢的行銷方法越來越不可行，如何經由非價格的競爭優勢，亦即差異化、創新等持續的競爭優勢(Sustainable Advantage)穩定並拓展業務來源，才是企業掌握優勢的最佳策略

本論文研究以國內某外商在台分公司為研究實例，將服務品質分為21個屬性及4個構面，經由深度訪談方式，探討服務品質與顧客滿意度及忠誠度之關聯性。研究結果發現：

1•定期貨櫃航運公司之服務品質對顧客滿意度有顯著的正向影響關係存在。
2•定期貨櫃航運公司之服務品質對顧客忠誠度有顯著的正向影響關係存在。
3•定期貨櫃航運公司之顧客滿意度對顧客忠誠度有顯著的正向影響關係存在。

本論文研究亦根據研究結果彙整出管理建議，提出定期衡量顧客滿意度，持續跨國服務之提供及提升員工滿意度之具體作法，供業者經營管理之參考。

Abstracts
Under the severe comopetition in the shipping market, most carriers, in order to increase their market share, have taken the policies of ordering bigger ships, merger and acquisition, or alliance as growth strategy. And in light of the trend of economical globalization together with global businsess logistics, global companies have continuously outsourced their producst in the lower labour cost countries for the sake of cost-cutting.

Taiwan businessmen, under this kind of trend and reform policy of PRC, have continued to move their manufactories out of Taiwan for maintaining competitive advantages in the past years. More worst, accompanied by the opening market after joining WTO, Taiwan export volume has gradually decreased. Under the most severe competion and overcapacity markt, most carriers have taken “ rate-cutting “ as the only competitive measure for increasing market share. However, as the operational costs ( such as, bunker and railway costs ) increased sharply yearly, “ pricing “ advantage can not work well any more. Thus, how to provide the differential and innovative service for maintaining sustainable advantage instead of “ pricing “ policy to explore business is the best strategy for carriers to grow under the severe competition.

This study takes the branch for a foreign container shipping company as an empirical study, and classfies the service quality into 4 determinants and 21 attributes to explore the association of service quality, customer satisfaction and loyalty through in-depth interview. The result shows:
1.Container shipping company’s service quality has a significant influence on customer satisfaction.
2.Container shipping company’s service quality has a significant influence on customer loyalty.
3.Container shipping company’s customer satisfaction has a significant influence on customer loyalty.

Based on the outcomes of the study, suggestions were provided for shipping company management to maintain cross-trade service, effect customer satisfaction survery and increase employee satisfaction for strengthening customer loyalty.

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