A Study of the Relationships Among Learning Organization, Customer Relationship Management and Organizational Performance in Ocean Freight Forwarders

• Main Authors: Wu, Pei-Huei, 吳佩憓
• Other Authors: Hsiao, Hung-Chin
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/42675227281885593720

碩士 === 義守大學 === 管理學院管理碩士在職專班 === 101 === Owing to the close relationship between ocean freight and trade theory, customers will judge the service quality of ocean freight forwarder with high standards. This study aims to explore the relationship among learning organization, customer relationship management, and organizational performance. Administrative staffs and salespersons engaged in ocean freight forwarder the in Kaohsiung City were chosen as the object of research. After deleting invalid questionnaires, 307 valid samples were effective. It uses the learning organization scale, customer relationship management scale and the organizational performance scale as their research tools to collect data. The study adopts such methods as descriptive statistics, reliability test, factor analysis, Pearson correlation analysis, and hierarchical regression to analyze the information collected from formal research data. The findings were as follows: (1) learning organization of ocean freight forwarder was significantly influenced by organizational performance; among them, there is significant positive relationship between improving mental models and building shared vision on financial performance; there is significant positive relationship between self-transcendence and building shared vision on financial performance; there is significant positive relationship between building shared vision and employee performance and integration on Consumer Response performance. (2) customer relationship management of ocean freight forwarder was significantly influenced by organizational performance; among them, there is significant positive relationship between customer profile and added value on financial performance; there is significant positive relationship among customer profile, customer interaction and added value on service performance; there is significant positive relationship among customer profile, customer interaction and added value on employee performance; there is significant positive relationship among customer profile, customer interaction and added value on consumer response performance. (3) Customer relationship management had moderating effect on the relationship between learning organization of ocean freight forwarder and organizational performance. Based on the research conclusion, this research has also developed suggestions to pharmacy industries as below: (1) the enterprise shall continue to develop the learning organization as the long term goal to sustain the operational life of enterprise; (2) to enhance customer relationship management to improve organizational performance; (3) to make good use of the moderating effect of customer relationship management to improve organizational performance.