台灣紡織業客戶對國際快遞服務滿意度之研究-以F公司為例

Abstract

由於世界經濟的全球化，國際快遞運輸服務已成為商品流通的重要渠道，鑑於現今國際快遞業競爭日益趨烈，業者唯有透過了解其客戶產業發展現狀，視其需求開發客製化方案，並著力於提升服務品質，才能脫穎而出，取得產業競爭優勢地位，因此客戶滿意度成為目前國際快遞運輸業者相當重要的課題。 有鑑於此，本研究主要探討國際快遞業服務品質與其客戶滿意度之間的關係，藉以提升個案公司之競爭力。 本研究以顧客、與服務提供者兩面為出發點；檢視其之間對服務項目重要度的認知差異，以及其對各項服務品質相關因素的重視程度及其滿意度。根據PZB缺口模式架構，以SERVQUAL量表為衡量國際快遞業服務品質中缺口一與缺口五製作出問卷，以個案公司在台灣地區前五十大紡織產業顧客為研究對象，以重要度-績效表現程度分析法(Importance Performance Analysis IPA)為工具，並依據紡織產業顧客對服務品質項目所認知之重要程度及其滿意度，與個案公司和紡織產業客戶對服務品質項目認知之重要度，製作出相關矩陣，探究服務品質需要優先改善的地方，以提供個案公司做為未來研擬改善策略之參考。 本研究結果顯示：F國際快遞公司最需要積極提升的服務屬性構面為「反應性」與「同理性」；需要減少資源供給的服務屬性構面為「有形性」與「保證性」。F國際快遞公司管理階層與顧客期望的認知有顯著差距的服務屬性構面為「反應性」與「同理性」且F國際快遞公司管理階層對於顧客期望的服務認知高於顧客的認知，意味整體的服務品質仍存在有改善的空間。

In recent years, the globalization of world economy triggers the intensified competition of express market. Express transportation has become an important channel for the flow of commodities. To satisfy the increasing demand and competitive challenges, adhering customer's industry market with customized solution and fulfill customer satisfaction with high service quality are in needed. Therefore, service quality and customer satisfaction has become an important factor to differentiate competitors in express industry. Considering this, the article presents the results of the research related to customer satisfaction with express services and their quality. For the connotation of F express company to increase its market share. The framework of this study is based on the PZB Gap Model, to explore the differences between Textile industry customer’s "expected service" and the "perceived service" (Gap 5), and gap between customers' expectations and F express company's managements' perceptions (Gap 1) by the express company evaluation index of service quality which established by using SERVQUAL scale as a basis for the questionnaire design with Textile industry customer's comment. As the questionnaire test to evaluate the service performance of the case of F Company, Finally apply Importance-Performance Analysis (IPA) further through the data analysis; in order to find the problems in F Company’s service quality management, and put forward to improvement suggestions.