A Study of Service Quality, Relationship Quality and Customer Loyalty: A Case of Taichung Harbor

• Main Author: 陳慧穎
• Other Authors: 葉凱莉
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/jygtbq

碩士 === 國立彰化師範大學 === 企業管理學系國際企業經營管理 === 101 === In the past, the harbor only functions as a terminal port which provides the loading and unloading of vessels, playing the role of a “train station”. In recent years, under the influence of rising supply chain management awareness and shifts in global economic situation, the development of global logistics is booming. Thus, the role of an International Commercial Port gradually turns into one that serves as an intergrated logistics port and forms a global logistics center, providing services like distribution, warehousing, circulation of commodities, processing, information processing, and re-export processing. In this way, an International Commercial Port creates higher added value. There were many researchers that had suggested the port operators they must to build up the ports marketing concept. This should be from traditional sales-oriented strategy advancing to customer demand-oriented marketing strategy. Especially facing the ports competition increasingly and changing operation constitutions. We should enhance the ports marketing strategy and pay more attention to the needs and actively build up a sense of trust, satisfaction so that can advance the customer loyalty of the port users and then to create port value. The goal of this research stands on Taichung Port users is the subject that discussed the effect of Service Quality, Relationship Quality and Customer Loyalty. In order to verify the applicability of relationship marketing theory. The result of this research is confirmed the Service quality to Relationship quality, Service quality to Customer loyalty and Relationship quality to Customer loyalty all have a significant positive effect, and Relationship quality has a positive intermediary effect between the Service quality and Customer loyalty. This result can provide the reference of customer relationship management strategy to the port operators.