海運貨櫃航商之服務需求分析及改善策略

Abstract

由於台灣是典型的海島型經濟國家，因此國際進出口貿易是台灣的經濟命脈，出口貨物運輸則以海運為主，在現今海運市場競爭如此激烈及營運成本不斷提高的情形下，如要維持一定的競爭優勢，除了價格要具有一定的優勢外，最重要的仍是要持續不斷的提升服務品質，提高客戶滿意度，才能確保企業的永續經營。 本文之目的即是要結合 PZB 模式、IPA 及修正重要度滿意度分析法(Revised IPA)、輔以三因子理論(Three-Factor Theory)和品質機能展開(Quality Function Deployment; QFD)等技術，以建構一套新的服務業品質改善模式，將使得改善之方案更符合實務需求，同時更加具備研究之參考價值。 本文之研究結果顯示，該業者之主要改善服務需求屬性為「各種類型貨櫃數量充足」 、「 對於客戶抱怨，能夠立即做出處理與適當解決」、「 當貨物發生損壞或滅失時，會立即處理及通知客戶」、「當船期發生變動時，會主動通知客戶做因應」、「能夠按照客戶所要求運送的地點，提供複合運送服務」 、「 可以針對長約客戶的特殊需求，提供單一服務窗口」等，次要改善之服務需求屬性為「船舶可以在預定時間內到達目的港」、「 可以提供充足艙位的能力」、「 貨物可以直達目的港不需轉運」 、「能夠妥善地運送特殊貨物」及「貨櫃場人員能夠準確地完成貨物的併裝或加裝服務」等；另外，本文亦針對上述服務需求屬性提出改善建議。

Taiwan is ocean country and foreign trade is the main way for the economic development of Taiwan. So far, there have been a great many of carriers in Taiwan, so the market is keen competitive. Hence, the only way for carriers to survive in this competitive market is to improve their service quality and increase customers’ satisfaction. The main purpose of this study is combine the techniques of PZB Model , and QFD with Revised IPA and Three Factor Theory.This technique is proposed by this study to build up a new model for the quality improvement of service industries. At the end of this study, we also provide suggestions for enhancing the services mentioned above. Besides, this study uses E-Marine Cooperation as an empirical study to illustrate the proposed model. According to the results of this research, the main service requirement attributes to improve are "all types of container quantity is enough", "for customers’ complaints, employee can make a deal with the appropriate solution immediately ", "when meeting any damage or cargo loss to the goods, employee will take care of it and notify the customer immediately ", "when the schedule is changed, employee will inform the customer of it "Provide multi-model transport services according to customer requirements ", "For long term accounts’ special needs, we can provide a single service window","the ship can arrive at the port of destination in a due time ", "the ability to provide enough space", "The goods can arrive at the port of destination without any transit arrangement", "To properly carry special goods" and "container yard personnel can accurately finish goods by packing service",etc.; At the end of this study, we also provide suggestions for enhancing the services mentioned above.