報關與運輸服務關係行銷之研究－以新竹科學園區廠商為對象

Abstract

台灣的科學園區之報關業與運輸業，因其特殊之歷史背景，使園區的運輸公司大多兼做報關業務，以提供顧客單一窗口之服務。而競爭者以往皆習慣以低價策略來爭取顧客，導致業者自身利潤降低，而疏於注重對顧客服務品質提昇之惡性循環。又因政府法令改變，造成未來科學園區報關及運輸業者勢必面臨外來新競爭者的加入，在提昇服務品質以維持原有顧客的迫切性及面對外來新競爭者的雙重考驗之下，業者應該專注於建立長期而有利可圖的顧客關係，以爭取到對企業最有利的忠誠顧客。 本研究以新竹科學園區廠商為研究範圍，探討在關係行銷策略下之服務品質、關係品質與顧客忠誠度之影響；再利用階層式迴歸分析，探討關係品質之中介效果；最後以卡方分析，檢定顧客屬性對服務品質集群的影響。 透過問卷的編製、施測與資料的分析後得出主要的研究結果有： 一、顧客對服務品質的期望水準與實際認知有明顯的差異。 二、在報關業服務品質之「保證性」構面對於關係品質之信任有顯著影響、「有形性」與「關懷性」構面則對關係品質之滿意有顯著影響；在運輸業服務品質之「可靠性」與「有形性」構面對於關係品質之信任有顯著影響，而「保證性」與「有形性」構面則對關係品質之滿意產生顯著影響。 三、關係品質在報關及運輸業均只有「滿意」構面對顧客忠誠度有顯著影響。 四、服務品質之「關懷性」構面在報關業對顧客忠誠度有顯著影響；「保證性」構面則在運輸業對顧客忠誠度產生顯著影響。 五、在報關業中，關係品質之「滿意」構面對服務品質之「關懷性」構面與顧客忠誠度間均具有完全中介效果；在運輸業，關係品質之「滿意」構面對服務品質之「保證性」與顧客忠誠度間具有部份中介效果。 六、顧客屬性在服務品質集群上無顯著差異。

In Taiwan’s Hsinchu Science-Based Industrial Park, due to its special business environment and historical reasons, most of the transportation service venders also provide custom brokerage services in order to provide a one-stop services. The vendors customarily use low-price tactic to attract customer; this practice leads to a vicious cycle of lower-profit and lower-quality-of-services, and the customer relationship suffers as a direct result. Futheromre, the transportation service vendors in the Park will have to face new competitions due to a recent change in government regulation. Facing the challenges from both the demand to improve the service quality and new competitors, the transportation vendors in the Park should focus on establishing long-term and profitable customer relationship in order to retain the loyalty of its essential customers. The scope of the study is focused on the business entities in Hsinchu Science-Based Industrial Park. Winthin the framework of Relationship Marketing, the correlations and inter-dependencies of Service Quality, Relationship Quality and Customer Loyalty. The “layered regressive analysis” method is used to explore the effectiveness of Relationship Marketing. Finally, the Chi-square Test method is used to exam the correlations between the service-quality and customer categories. The following conclusions are based on the compilation and analysis of datum collected through extensive surveys, 1. For the customers, there is a obvious dichotomy between the expected and perceived service quality. 2. At customs broker services, the “assurance” issue of service quality has a defining influence of “trust” issue of relationship quality. And “tangibles” and “empathy” issues of service quality have a defining influence of “satisfaction” issue of relationship quality. At transportation services, the “reliability” and “tangibles” issues of service quality have a defining influence of “trust” issue of relationship quality. And “assurance” and “tangibles” issues of service quality have a defining influence of “satisfaction” issue of relationship quality. 3.Both of customs broker and transportation services, only “satisfaction” issue of relationship quality has a defining influence of customer royalty. 4.The “empathy” issue of service quality has a defining influence of customer royalty at customs broker services. The “assurance” issue of service quality has a defining influence of customer royalty at transportation services. 5.At customs broker services, the “satisfaction” issue of relationship quality had fully mediation effect between the “empathy” issue of service quality and customer royalty. At transportation services, the “satisfaction” issue of relationship quality had partial mediation effect between the “assurance” issue of service quality and customer royalty. 6.Customs’ characteristic has no significant influence on service quality grouping.