航空貨運站關係行銷與服務品質對顧客滿意度及顧客忠誠度之影響

Abstract

航空貨運站業者在面臨現今競爭激烈的環境下，必須保住原有之顧客及不斷設法開發新顧客，因此，許多企業漸漸採用「關係式」行銷來取代傳統的「交易行銷」。然而如何結合各種關係行銷之方式與層次，提供顧客更滿意的產品與服務品質，使顧客對企業繼續忠誠，並讓顧客重複使用或推薦其他顧客使用為一重要之課題。 本研究以航空貨運站及承攬業者暨報關行業者為研究對象，利用結構方程模型來分析航空貨運站關係行銷及其顧客對於服務品質、滿意度與忠誠度之因果關係，研究結果顯示航空貨運站施行關係行銷顯著地影響顧客服務品質及顧客滿意度，而關係行銷也經由服務品質及顧客滿意度間接影響顧客忠誠度。 本研究進而針對分析結果提出相對應之管理意涵與具體改善措施，研究結果可作為航空貨運站經營者施行顧客關係行銷、提升服務品質之參考。

In the Strong competition environment, air cargo terminals should retain their original customers and trying to develop new customers. Therefore, many business firms try to use relationship marketing to replace the traditional transactional marketing, so how to combine various relation marketing strategies and provide satisfying customer’s product or service quality to make customer’s loyalty is an important issue. In this study, the air cargo forwarders/ agents are our research object, and applied higher-order confirmatory factor analysis to discuss the relationships between relationship marketing, service quality, customer satisfaction and customer loyalty. In our study, air cargo terminals apply relationship marketing can directly affect service quality and customer satisfaction, at the same time, customer loyalty has also be indirectly affected. According to the finding, we discussed the findings from an academic and managerial perspective and provide our research results to air cargo terminals to suggest air cargo terminals how to apply relationship marketing strategies and rise up their service quality.