A Study on the Service Quality and Customer Satisfaction of Liner Shipping Company - Taking Central Taiwan Shipping Market as an Example

• Main Authors: Ho, Huangming, 何煌明
• Other Authors: Teng, Chiahung
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/68720842484452595682

碩士 === 靜宜大學 === 管理碩士在職專班 === 101 === The aims of the research is to study how liner shipping companies, through enhancing non-price competitiveness, satisfy customers demand in service quality and create the differentiated advantages to secure the most adequate strategies in competitive advantages. Also, this study explored how the subject companies, according to the perceived expectation and the shipping decision factors of the customers, appropriately configured corporate resources to favorable operating direction to strengthen their business operation. The objective of the study is to understand when customers employ shipping services, their degree of value and satisfaction toward the service quality of liner shipping companies; then it explores their correlations; last it explores resource allocation and recommendations for improvement initiatives for the future reference. Questionnaire survey is employed as the research method, with 250 direct clients and freight forwarders as the research subjects. First, the results of descriptive statistical analysis show the three most important decision factors in selecting a liner service are: the attitude of the staff (responsible, proactive, etc), the efficiency of the staff, and the efficiency in Bill of Lading amendment. The least important factors are: EDI capacity, a website providing information, and the container and container yard. The first three most satisfied factors are: the accuracy of the Bill of Lading, staff proficiency in professional knowledge, and the accuracy in billing. The three least satisfied factors are: the overall quality of containers, EDI capacity, and the efficiency in container provision. Next, in single-factor analysis of variance, the variable of customer background is used to understand the differentiation in degree of importance and satisfaction in respective assessment subjects. The results are used to evaluate its correspondence with the current industry overview and to verify the hypotheses. Last, Pearson correlation analysis is called upon to examine the correlations of degree of value and satisfaction, with an aim to allow freight liners understand the importance of respective assessment subjects and service quality to its operation. This study recommended: strengthen the front line sales staff capacity (through recruiting, internal training, etc.); cultivate customer service spirits (enthusiasm, service, responsibility, and activity); strengthen document staff and document workflow control; construct and renovate dock facilities to accommodate large-scale vessels; upgrade container quality (appropriate depreciable life or plan for new container); establish customer complain channel; establish platforms for cargo damage claim.