| Summary: | 碩士 === 銘傳大學 === 管理學院高階經理碩士學程 === 96 === As the age of globalization has arrived, to implement the strategy of cross work, international corporations are setting up their manufacturing plants and supply chain points worldwide. Under this economy development trend, international logistic solution plays a significant role in linking up their supply chains. At this moment, it’s most crucial for express carriers to provide needed services and become a trusted partner of global corporations. It will then raise customers’ recognition for the value of services, and positively affect their behaviors and decision-makings.
This study has taken the PZB method for evaluating service quality, revised the survey to fit international express industry, and utilized SPSS 12.0 for analyzing data. The objective is to study, from customers’ point of views, about the interconnection of various factors, including service quality, service recovery, integration capability, price acceptance, cognitive value and customer behaviors. Moreover, this report also studies how various customer industries differ in their perceptions on the above factors. This study has been done by randomly interviewing customers who have set up accounts with a worldwide renowned international express carrier. The period of study was between March and April of 2008. In total, 150 questionnaires were distributed, 125 were returned with 117 qualified samples.
The study shows various industries differ in their needs and perceptions. High-tech and computer industries have more concerns on service quality, service recoveries and integration abilities than other industries; therefore, they can accept higher prices. Trading industry is less convinced to pay higher prices. In addition, the study reveals the fact that customers’ cognitive value can be affected by service quality and service recovery, and can in turns impact the perception of integration ability and price acceptance. Furthermore, customers’ cognitive value can be impacted by service quality and service recovery ability; in turns, it has effect on integration capability and price acceptance. Ultimately, cognitive value can affect and forecast on customers’ behaviors. In shorts, once customers have greater value for the tangible characteristics of service quality, the corrective action provided from service recoveries and the ability to integrate, they will have higher price acceptance and cognitive value. When their cognitive value rises, they are more willing to commit to the service. This study result can be provided to international express carriers for establishing services and strategies, and be the reference for future studies.
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