| Summary: | 碩士 === 國立高雄第一科技大學 === 運籌管理所 === 94 === Shanghai has been the largest export destination from Taiwan since 2003. It has
shared over 15.8% in total export air cargo volume on 2005. In this sector, there are two
major patterns of door to door service. The one is the pattern of vertical integration, the
second is strategic alliance. What is the influence to customer satisfaction between
vertical integration and strategic alliance service quality of air cargo industries. There
are two sections in this study. The first section of this study is based on concerning
theories of vertical integration and strategic alliance. We made a comparison on these
two strategic patterns and which integrated circumstances. A SERVQUAL Scale on
customer satisfaction has been established.
The second section of this study is to research the shipper who has used the door to
door air cargo service to Shanghai. To investigate the customer satisfaction by using
these two kinds of different strategic patterns service. A designed questionnaire is used
to collect the data of customer satisfaction on these two kinds of different service
qualities. Results of some statistic analyses, namely descriptive statistics,
“t“ distribution, One Way ANOVA, hence examine the five proposed hypotheses of this
research.
It is shown: 1).The hypothesis which supposed there is a conspicuous difference on
different industries’ customer satisfaction to vertical integration service quality is partial
established. 2).The hypothesis which supposed there is a conspicuous difference on
different industries’ customer satisfaction to strategic alliance service quality is partial
established. 3).The hypothesis which supposed there is a conspicuous difference on
different turnover volume’s enterprise customer satisfaction to vertical integration
service quality is partial established. 4).The hypothesis which supposed there is a
conspicuous difference on different turnover volume’s enterprise customer satisfaction
to vertical integration service quality is partial established. 5).The hypothesis which
supposed there is a conspicuous difference to customer satisfaction on different
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strategic patterns’ service quality is partial established.
According to the descriptive statistic analysis: (1). Pattern of vertical integration has
higher customer satisfaction than strategic alliances. (2). Customer satisfaction
questionnaire on a multiple-item scale for measuring consumer perceptions of service
quality found: Pattern of vertical integration has the tendency of broadly distribution
and upper performance; strategic alliance has the tendency of concentration but lower
performance. (3). Medial & small size of enterprises have higher degree of customer
satisfaction than large size whatever pattern of vertical integration and strategic alliance.
Results of the study suggest: Due to the bigger gap on tangible & responsiveness
service quality measuring items between pattern of vertical integration and strategic
alliance. It is suggested to focus and improve on these ways. Finally, for the sake of air
cargo industries’ reference, this study re-summarized all of suggestions by using six
scales of strategic pattern.
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