處在競爭日益激烈的環境中，企業併購也成了海運承攬業擴張市場經營手法之ㄧ。例如：近來許多全球性的物流整合業者以併購的方式擴大期事業版圖，如Engle合併了Circle，Excel併購了MSAS，UPS合併Fritz，Deutsche Post連續併購Danzas/AEI、DHL及Airborne。他們利用同業間的併購或結合物流產業內上、中、下游的方式來加強其服務的廣度和深度，成為世界級的整合型物流服務提供者。然而，企業併購可產生1+1=2或是大於2的效應，顧客的滿意與否，就是一項很重要的關鍵因素。由於產業特性，顧客即使在簽約的情況下，顧客的忠誠度，仍會隨著市場趨勢，服務需求及態度而有所改變。
本研究將進行下列問題探討：
1.企業併購的類型大致有哪些?特色為何?
2.對於海運承攬業者提供的服務，顧客重視哪些項目?
3.當海運承攬業者進行企業併購之後，顧客會產生什麼看法與反應?顧客滿意度是否有顯著差異?
希望藉此了解顧客期望，並加以改善，是可以增加長期合作的根本基礎。由於集團海運的不斷擴張與發展，併購將會是將來發展的手段之一，希望從此方面了解顧客的反應。
本研究係以顧客滿意度為基礎架構。探討海運承攬業其企業併購對顧客滿意度之影響，進而分析、了解並掌握顧客所關心及會繼續購買之關鍵因素。
研究結果顯示，企業併購對於顧客忠誠度及訂單延續並無顯著之影響，亦即滿足顧客的需求，才是企業根本應關注的課題，尤其是服務業。
對於顧客滿意度，應在平衡計分卡的四個構面基礎上，對企業做一全面的評估與加強，尤其是往全球化為發展目標之本土企業，更應奉為參考與重要績效指標依據。
關鍵字：企業併購、顧客滿意度。

In face of an environment of increasingly keen competition, the merger & acquisition of enterprises has become one of the administrative techniques for ocean freight cargo-forwarding industry to expand their market subsequently. For example: Recently, there are a large number of service providers of logistic integration worldwide have employed the approach of merger & acquisition to broaden their business territory; such as, Engale merged Circle, Excel incorporated MSAS, UPS amalgamated Fritz, Deutsche Post continuously consolidated Danzas/AEI, DHL and Airborne. They strive to straighten their scope and depth of service and make them the world-class service provider of integrated logistics through the merger & acquisition among the Horizons and integration of logistics amongst the upstream, midstream and downstream of logistics industry. Nevertheless, whether the consolidation of enterprises can produce a double effect or an effect greater than twofold or not, that is, an effect of 1+1=2 or >2, the satisfaction of customer plays a vital role in this regard. In virtue of the industrial characteristics, even under a situation that the customers have singed the agreement, still the customers loyalty with service demand and attitude taken into consideration will keep in line with the trend of market and vary accordingly.

The following issues have been explored by this study in a bid to understand the expectation from customers so that the service provider can make improvement correspondingly and reinforce their rooted foundation to access a long-term cooperation with customers：

1.How many types of merger & acquisition are there for enterprises? And what are their features?
2.What will be the valued items of service offered from the ocean freight cargo forwarders to the customers?
3.What kind of points of view and reactions do customers have after the ocean freight cargo forwarders carry out their merger & acquisition of enterprise? Are there any significant differences before and after the merger & acquisition?

Since the groups of ocean freight have been unceasingly expanding and developing, hopefully the reactions from customers can be realized through this study when enterprises enforce an approach of merger and acquisition for their development in the future.

Customer satisfaction was taken as the infrastructure in this study. The influences given from the customer satisfaction to the ocean freight forwarding industry pertaining to the merger & acquisition of enterprises were probed, further analyzed, comprehended to control the concerns of customer and key factors essential to their ongoing purchase.

As concluded from the study, the merger & acquisition of enterprises gives no prominent influences against the customer loyalty and ongoing purchase orders; instead, to satisfy the demand of customer is the topic that enterprises, especially the service industry, should pay close attention.

With respect to the customer satisfaction, an overall evaluation and enhancement for enterprises based on the basis of four-structured facets on Balance Score Card shall be put into practice, particularly those local enterprises that take the globalization as their objective of development should take customer satisfaction as their reference and leading index of performance.
Key words：M&A, customer satisfication.

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