航空貨運服務品質及顧客滿意度分析 - 以A公司之貨運指定代理商為例

Abstract

本論文研製係因長期以來台灣經濟發展向來以貿易出口為導向，台灣加入世界貿易組織(WTO)、與中國簽訂兩岸經濟合作架構協議(ECFA)、自由貿易港(FTZ)之設立及貿易國間日益增加之自由貿易協定(FTA)等皆加速台灣貿易行為之改變，亦隨著全球經濟自由化與其他國家地區貿易往來更為頻繁及多樣化，在日益競爭白熱化的航空貨運市場，資訊交換及流物產業變的更加多樣化及快速，航空公司在這競爭激烈、凡事講求低成本、高效益的時代，除提供具有競爭力之運價外，更要提供更好、更新、更快速安全的運送服務才能獲得客戶的青睞，也因此如何能有效快速的掌握並予以實現及滿足客戶的需求，也不停的在考驗著分秒必爭的航空公司貨物運送服務能力。將以航空公司之觀點並透過授權代理銷售之貨運承攬業者之問卷調查、統計分析結果，提出建議供航空業者做為空運貨物之營運方針參考。 本研究以本國籍A航空公司貨運指定代理商為例,於2010年11月10日至2010年12月15日採用問卷進行資料蒐集，有效問卷共計78份，利用信度分析、成對t檢定分析、單因子變異數分析、迴歸分析進行檢定。本研究使用PZB三位學者於1991年提出的SERVQUAL量表來衡量顧客對航空貨運服務品質及顧客滿意度。 研究結果顯示，顧客對於期望的航空貨運服務品質高於實際感受，服務品質各構面與「顧客滿意度」間也具有顯著的正相關。

The motivation of this thesis is provided as follows. Taiwan has been dependent on export-oriented economy for a long period of time. Its participation in the World Trade Organization (WTO), the Economic Cooperation Framework Agreement with China, the establishment of Free Trade Zones (FTZ) and the Free Trade Agreement (FTA) between trade countries all accelerates changes in its own trade behavior. Along the same line, given global economy liberation, high trade frequency among trade partner countries, white-hot competition in the air freight market, rapidity and variety in information exchange and logistics industry that centralize low cost and high efficiency, airlines need to provide competitive prices and better, up-to-date, and faster cargo services in order to cater to customers’ needs. In the meanwhile, to have a understanding of customers’ needs and then to satisfy the needs test airlines’ serviceability. From a perspective of airlines and the key agents, this thesis adopts questionnaire survey. The statistical results offer airlines suggestions for operating policies.

The present thesis chooses the key agents of A company as a case study. The adopted research method is questionnaire survey, ranging from November 10th to December 15th, 2010. Seventy-eight valid questionnaire copies are collected. Reliability analysis, Paired-comparison t-test, One-way analysis of variance (ANOVA) and regression analysis are utilized to process the keyed-in data. Also, the present thesis uses SERVQUAL model by (Parasuraman, Zeithaml and Berry 1991) to measure air freight service quality and customer’s satisfaction. The results indicate:1. Customer’s expected air freight service quality is higher than perception service quality. 2. The correlation of five dimensions of the service quality and customer’s satisfaction is positive related.