|Title:||服務接觸、關係品質對顧客忠誠度影響之研究－以海運承攬運送業為例||Other Titles:||THE IMPACTS OF THE SERVICE ENCOUNTER AND RELATIONSHIP QUALITY ON CUSTOMER ROYALTY IN OCEAN FREIGHT FORWARDER||Authors:||陳秀育
|Keywords:||服務接觸;關係品質;顧客忠誠度;海運承攬運送業;Service encounter;Relationship quality;Customer loyalty;Ocean Freight Forwarder||Issue Date:||Mar-2023||Journal Volume:||52||Journal Issue:||1||Start page/Pages:||P1 - 27||Source:||運輸計劃季刊||Abstract:||
Marketing scholars and practitioners have recognized the importance of building good relationship quality to win customer loyalty in a highly competitive environment. However, the factor of service encounter has rarely been incorporated in the causal model of relationship quality and customer loyalty in relative research, especially the ocean freight forwarding industry. Based on previous studies, this study develops a conceptual causal framework of service encounter, relationship quality, and customer loyalty, aiming to identify the antecedents and mediators that affect customer loyalty. In addition, personnel relationship quality and corporate relationship quality are differentiated to investigate their influences on customer loyalty. A total of 153 valid questionnaires were collected for hypotheses testing, and structural equation model was conducted to simultaneously estimate the impacts of multiple variables on customer loyalty. Results show that service encounter has a significant positive effect on corporate relationship quality through personnel relationship quality. So do both variables of personnel and corporate relationship quality on customer loyalty. It is worth noting that the direct effect of corporate relationship quality on customer loyalty is stronger than that of personnel relationship quality. It is thus suggested that ocean freight forwarders should reinforce the service encounter of frontline employees to improve the personnel and corporate relationship and then achieve customer loyalty.
|Appears in Collections:||航運管理學系|
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