Using Structural Equation Modeling (Sem) and Network Data Envelopment Analysis (Ndea) to Ascertain the Impact from E-Service Quality on E-Loyalty for the Customers of Liner Shipping Companies - the Moderating Effect of Goodwill(I)

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基本資料

Project title

Code/計畫編號

MOST109-2410-H019-017-MY2

Translated Name/計畫中文名

以結構方程模式與網路資料包絡分析法探討定期航商電子服務品質對電子服務忠誠度之影響 - 以商譽為干擾變數(1/2)

Project Coordinator/計畫主持人

Shih-Liang Chao

Funding Organization/主管機關

National Science and Technology Council

Department/Unit

Department of Shipping and Transportation Management

Website

https://www.grb.gov.tw/search/planDetail?id=13534248

Year

2020

Start date/計畫起

01-08-2020

Expected Completion/計畫迄

31-07-2021

Bugetid/研究經費

766千元

ResearchField/研究領域

經濟學

Description

Abstract

定期航運是當前國際貨物運輸的主要方式之一，為了提供航線的綿密定期服務，定期航商必須投入大量的船舶與貨櫃，並以代理行或自設分公司等方式廣設服務據點，投入成本相當龐大。為了維持營運利潤以及支付龐大的成本，定期航商必須積極爭取客戶的支持來維持各航次船舶的裝載率。由於定期航商的客戶大多是具有持續運輸需求的製造商、貿易商、物流商與海運承攬業者等企業型客戶，故維繫甚至增加客戶的忠誠度相當重要。如能藉由客戶的忠誠度來維持穩定的船舶裝載量，對於定期航商的營運表現相當有助益。除了在實體營運服務品質上的激烈競爭之外，近年來基於網路科技的崛起與應用的普及化，許多航商已推出線上電子服務據以提升貨主使用定期航運之效率與便捷性。由於此類電子服務的品質對於貨主實際使用定期航運服務的影響性逐漸增加，故定期航商提供的電子服務品質對於貨主電子服務的忠誠度方面可能產生重要的影響。必須注意的是，在定期航運產業中，定期航商的商譽相當重要，可能會對於貨主之電子服務品質對電子服務忠誠度的影響產生干擾的效果。因此，本計畫提出了一個以商譽作為干擾變數的研究模式，來探討定期航商貨主之電子服務品質對電子服務忠誠度的影響。本計畫設計了一個創新的研究方法來將包含干擾變數的結構方程式(structural equation modeling, SEM)模型轉換為網路資料包絡分析(network data envelopment analysis, NDEA) 模型，並利用NDEA中常用的環境變數處理方法，從投入產出的觀點建立不同貨主將電子服務品質轉換成電子服務忠誠度的標竿並衡量效率。完成之後，再根據效率分數與差額變數依不同屬性將受訪者以集群分析法進行分類，據以推論不同類型的貨主對於定期航商電子服務品質轉換成電子忠誠度的特性，以供定期航商作為研擬提升貨主電子服務忠誠度相關策略之參考。Liner shipping is one of the dominant transportation modes for carrying cargos globally. To provide shipping service with fixed schedules, liner carriers have to deploy a large number of ships and containers. In addition, many service points have to be set up globally. For maintaining the profitability, liner carriers have to secure the support from customers to increase the loading factors of their vessels. Therefore, strengthening the loyalty of customers is quite important. In addition to providing good physical shipping service, many liner carriers are offering online electronic service (E-service) to enhance the efficiency and convenience while using line shipping service. As more shippers are relying on these E-services, this study proposed a model to ascertain the impact from E-service quality on the loyalty to E-service quality (hereafter called E-loyalty) using structural equation modeling (SEM). Since the goodwill of liner carriers is playing an important role in the industry, we also included goodwill as a moderator in our model. In addition to ascertain the impact from E-service quality on E-loyalty, a novel method is proposed in this study to measure the efficiency of each sample for transforming E-service quality into E-loyalty. The moderating effect is transformed into an environment variable in our proposed network data envelopment analysis (NDEA) model. Lastly, all samples are categorized into groups using cluster analysis technique to identify the characteristics of each group, which is helpful for liner carriers to develop measures for improving the E-loyalty of their customers.

Keyword(s)

定期航運
結構方程式
網路資料包絡分析
干擾變數
環境變數
電子服務品質
電子忠誠度
商譽
Liner shipping
structural equation modeling (SEM)
network data envelopment analysis (NDEA)
moderating effect
environmental variable
E-service quality
E-loyalty
Goodwill