科學園區報關業服務品質及顧客滿意度與顧客忠誠度之關聯性研究—以S報關運輸公司為例

Abstract

近年來經濟成長趨緩及產業外移，再加上民國97年的金融風暴造成經濟衰退，進出口值大幅衰退，報關業市場因而受到衝擊。再者因法規的變動，造成與外來者之競爭，如何維持先行者的優勢，持續深耕與顧客間的關係，為報關業者永續發展之要項。而在這白熱化的競爭及廠商嚴格的要求下，報關運輸業者需提升對服務品質之自我要求，以期達到顧客之滿意度，更進而獲得顧客長期之忠誠度。

本研究主要探討報關運輸業服務品質與顧客滿意度或顧客忠誠度的關聯性，本研究以新竹科學工業園區之廠商為研究之對象，首先以不同工作背景區隔出不同的廠商集群，並以PZB之模式來探討S報關運輸業者之服務品質與新竹科學園區廠商滿意度及忠誠度之間的關係。另外探討不同之廠商背景及服務實態所造成的差異，再根據上述的分析，提出建議以供報關運輸業者作參考。

研究結果顯示顯示出，「人口統計變數」(Demographic Characteristics)中之「職稱」(Job Title)、「公司產業別」、「公司員工人數」對「服務品質知覺」(service quality perception)有顯著影響，顯示職稱愈高、與服務品質(意識)有正相關。而「教育程度」、「經驗年資」則無顯著差異，「服務實態」對「服務品質知覺」之分析研究結果顯示出，「服務實態」中之「往來時間」對「服務品質知覺」有顯著影響，顯示往來時間愈長的客戶對服務品質之感受愈顯著，既有的客戶之所以忠誠乃源廠商經年累月良好的服務品質，研究結果隱含廠商應該對既有客戶更加重視服務態度與品質。而「往來金額」、「交易次數」則無顯著差異影響，顯示廠商與報關運輸業者之間的往來金額和交易次數與服務品質知覺無相關性。

In recent years, with the sluggishness of economic growth and moving out of many industries, Customs brokers’ market has suffered great impact. Not to mention that the financial storm in 2008 has caused the economic recession and the decline in both import and export, which have also damaged Customs Brokers seriously. Besides, because of the change of regulations, local Customs brokers have to compete with those competitors from the outside of Science Park. Therefore, for their permanent development, local Customs brokers must figure out how to maintain their advantages of being forerunners and how to build up closer relationship with their customers. In a word, in order to face more drastic competitions and customers’ harsh requests, Customs brokers must demand themselves to raise up service quality. That is to not only meet their customers’ satisfaction but also gain those customers’ long-term loyalty. This research focuses on some companies in Hsinchu Science Park as the research object to study the relationships among service quality, customer satisfaction and customer loyalty in customs broker industry. According to different industrial backgrounds, those companies are classified into various groups. PZB model is used to probe the relationship among customer satisfaction, customer loyalty, and Custom Broker S’s service quality. Besides, this research also looks into the differences caused by different industrial backgrounds and real service conditions. The results show that three virables in demographic characteristics have great influence on service quality perception—job titles, industry categories, and the number of employees. Higher job titles come up with higher perception of service quality, while education levels and working experience have no remarkable relationship with the perception. From the analysis of the influence on real service conditions and service quality perception, mutual trading history is positively related to service quality. The length of mutual trading history strongly affects the service quality perception. On the contrary, neither the amounts of trades nor the frequency of trades affects the service quality perception. This means that the service quality perception is not related to the trading amounts and numbers.