| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 94 === In recent years, the competition among international express service providers has been intensified. Good quality of service is the important thing customers ask today. Service factors related to international express service quality and socioeconomics characteristics of consumers become important attributes influencing consumers choosing international express services.
This research tries to analyze consumers’ choice behaviors of international express services by developed multinomial logit models. At first, this research specifies service factors, the main important attributes influencing consumers’ choice behaviors, by reviewing previous literatures. Second, collect information related to consumer preferences by means of stated preference (SP) experiments method. Based on two main market segments: non-business and business customers, develop respectively models with consideration of simulated situations: (1) delivery documents to the short-distance destination, (2) delivery packages to the short-distance destination, (3) delivery documents to the long-distance destination, and (4) delivery packages to the long-distance destination. Then, further compare the results of non-business and business models in order to figure out the differences between non-business and business customers. Besides, we calculate direct and cross elasticities to examine how main attributes- price and delivery time influence customers’ choices.
There are some findings in this research. First, price, delivery time, delivery reliability, and service accessibility significantly influence the consumer’s preference of choosing international express services whether their delivery purpose is for non-business or business. Second, personal income only has impact on non-business consumer’s preference of delivering items to short-distance destination. Third, delivery frequency only has impact on consumer’s preference of package delivery. Fourth, according to elasticities analysis, for integrated international express companies, like DHL, it is more useful to implement price strategy than to devote in shortening delivery time. For Chunghwa Post, devoting in shortening delivery time is useful than lowering its price to raise the probability of consumers choosing its service.
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