定期航運業對海運承攬運送業關係行銷之研究

Abstract

服務業的企業經營中，「關係」是最主要的經營基礎，且關係亦是行銷的關鍵因素之一。「關係行銷」的概念主要是希望藉由互惠而與每一位顧客建立持續不斷的長期關係。 本研究主要內容係引用Morgan & Hunt於1994年所提出之「信任-關係承諾理論」模式，驗證此模型在定期航運業之應用情形，並探討變數間的關係與影響，藉由海運承攬運送業的觀點，檢視定期航運業在關係行銷中，是否須加強對客戶的關係管理。 本研究以台北市海運承攬運送商業同業公會會員為問卷調查對象。回收資料則應用因素分析、信度分析、相關分析、複迴歸分析等方法處理。實證結果歸納出下列主要結論: 1. 定期航運業對海運承攬運送業實行關係行銷之現象確實存在。 2. 信任是構成關係行銷的關鍵因素，受到共享價值觀、溝通正向的影響及投機行為負向的影響，且會正向影響關係承諾、合作、功能性衝突、決策不確定性。 3. 關係承諾受關係終止成本、關係利益、共享價值觀正向的影響，且會正向影響合作及負向影響離去意願。 4. 投機行為會負向影響信任，為長久維持夥伴關係應避免投機行為的發生。

In the business management of service industry, the relationship is the main foundation and one of the key factors in marketing. The concept of “Relationship Marketing” is to establish constant long-term relationship with every customer by mutual benefit.

The main content of this study is to use “The Trust-Relationship Commitment Theory”, proposed by Morgan & Hunt in 1994, to verify its applicability to Liner Shipping and to explore the relationship and influences among relevant variables. From the viewpoint of Ocean Freight Forwarder, Liner Shipping can inspect if they and how need to strengthen the Relationship Management of customers.

A questionnaire survey was conducted by sending to the members of Taipei International Ocean Freight Forwarder & Logistics association, and the collected data was analyzed by statistical techniques, such as factor analysis, consistency analysis, correlation analysis and multiple regression analysis, etc.The main results of this empirical study can be concluded as follows: 1. The Relationship Marketing really exists between Liner Shipping and Ocean Freight Forwarder. 2. “Trust” is the key factor in Relationship Marketing, which is positively influenced by “Shared Values”,“Communication” and negatively influenced by “Opportunistic behavior”. On the other hand, it influences “Relationship Commitment”, “Cooperation”, “Functional Conflict” and “Decision-Marking Uncertainty”. 3. Relationship commitment is positively influenced by “Relationship Termination Costs”, “Relationship Benefits” and “Shared Values” and negatively influences “Propensity to Leave” and “Cooperation”. 4. Opportunistic behavior negatively influences “Trust”. In order to maintain the long lasting cooperative partnership, “Opportunistic Behavior” should be avoided.