Analyzing Key Success Factor and Customer Repurchase Intention--- A Study on Bond Truck Transshipment Service of EVA AIR in Central and Southern Taiwan

• Main Authors: Wen-Pin Hsiao, 蕭文斌
• Other Authors: Florence YH CHANG
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/74134793812445429940

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 89 === Debuted in 1999, EVA AIR Kaohsiung Cargo started bond truck transshipment service system, which made it possible for the central and southern Taiwanese companies to export cargo not only via air plane transshipment service, but also via bond truck transshipment service directly to CKS airport. Such innovational operation has obtained positive word-of-mouth of air cargo forwarders. Moreover, it has built a successful foundation of the reform in transshipping cargo via bond trucks in the central and southern Taiwan area. There are two sections in is study. Based on the strategic competitiveness analysis framework proposed by Michael Porter (1980), the first section is to analyze the competitive position and advantage of the bond truck transshipment network adopted by EVA AIR. The second section is to conduct a survey towards the forwarders located in the central and southern Taiwan for examining their service satisfaction and repurchase intention upon bond truck service. The second section of this study is to understand the service satisfaction of the forwarders upon the bond truck service using a designed questionnaire. Results of some statistic analyses, namely descriptive statistics, One Way ANOVA, and regression analysis, hence examine the three proposed hypotheses of this research. Results of the study suggest：1) there are positive relationships of both technical service quality and functional service quality upon customer repurchase intention, 2) the relationship between functional service quality of bond truck service and repurchase intention of forwarders is stronger than that between technical service quality of bond truck service and repurchase intention of forwarders. 3) according to the descriptive statistic analysis, multi-station operation adopted by EVA AIR is the key factor of service differentiation from its competitors in the field of bond truck transshipment service. It is also suggested in the study that comparing with the tangibles of delivering technique, it is easier for the intangible service of service providers to enhance customer satisfaction hence repurchase intention. Therefore, for the purpose of increasing customer satisfaction and enhance repurchase intention, the air cargo service firms must understand how to make their front line service personnel to acquire service enthusiasm and professional knowledge, to proactively show empathy on customers, to respond to the customers’ demands immediately, and to provide more reliable service to the customers. Keywords：air cargo, bond truck transshipment service, service quality