港埠供應鏈整合、成員「關係」、「信用」、顧客滿意度與顧客忠誠度之研究

Abstract

全球供應鏈的時代，港埠供應鏈整合已成為港埠作業與發展之重要策略，港埠供應鏈之整合亦會與許多港埠供應鏈的利害關係人於顧客滿意度與顧客忠誠度方面產生影響，而深植於中國社會與文化中，成員關係(Guanxi)與信用(Xinyong)之概念亦是影響港埠供應鏈成員間互動之重要因素之一。本研究是以港埠供應鏈為基礎，探討港埠供應鏈成員於港埠供應鏈成員關係(Guanxi)、港埠供應鏈整合、信用(Xinyong)、顧客滿意度與顧客忠誠度等構面間之影響關係。本研究透過網路與紙本問卷進行資料之蒐集，有效問卷數總計為161份，並採用結構方程式模型(Structural Equation Modeling)將實證資料做相關之分析。研究結果顯示，港埠供應鏈成員關係(Guanxi)對於港埠供應鏈整合、港埠供應鏈整合對於顧客滿意度、顧客滿意度對於顧客忠誠度及港埠供應鏈成員關係(Guanxi)對於信用(Xinyong)，上述構面間之影響關係皆呈現正向且顯著。港埠供應鏈成員間之關係(Guanxi)對於港埠供應鏈於軟體亦或是硬體上之整合是有助益的，而港埠供應鏈中成員群體於關係(Guanxi)上之良好互動於個人信用(Xinyong)上亦有加分作用，且港埠供應鏈整合對於顧客於滿意度及忠誠度上具有因果關係之影響。因此建議可於港埠供應鏈成員關係(Guanxi)方面作加強，以增進港埠供應鏈之整合程度，並在顧客滿意度及忠誠度上有所提升，且有助於信用(Xinyong)之建立。

In a global supply chain era, the port supply chain integration has become an important strategy in the port operation and development. The port supply chain integration therefore has a great effect on the port supply chain stakeholders in the customer satisfaction and the customer loyalty. Conception of Guanxi and Xinyong was originated and rooted in Chinese culture and society deeply. In addition, this conception was as an essential factor for the interaction among the port supply members. Based on the port supply, this study further explores the supply member relationship among the following factors, such as Guanxi, the port supply chain integration, Xiyong, the customer satisfaction and the customer loyalty. This study collected the information through the online-based and paper-based questionnaire. It collected 161 valid questionnaires and adopted Structural Equation Modeling to analyze the empirical data. The result showed that the Guanxi for ports supply chain integration, the port supply chain integration for customer satisfaction, the customer for the customer loyalty and the Guanxi for the Xinyong, all the factors’ influential relationship above were positive and significant. The Guanxi is helpful to the software and the hardware integration in the port supply chain. Moreover, the good interaction about Guanxi in the port supply chain is also good for building the Xinyong. The port supply chain integration had an effect on the customer satisfaction and the customer loyalty. Finally, it suggests that Guanxi will need to be strengthened to enhance the integration of the port supply chain, the customer satisfaction, and the customer loyalty. In addition, it is helpful to build Xinyong strongly.