| Summary: | 碩士 === 國立臺灣海洋大學 === 航運管理學系 === 104 === The purpose of this study is to identify the influence of service quality, positive lock-in, negative lock-in, customer satisfaction toward customer loyalty in the liner shipping industry. Empirical study was conducted by two sample sets separated by direct shippers and indirect shippers who ship cargo by forwarders to further identify the relationships between constructs.Structural Equation Modeling (SEM) is applied to establish the relationship between constructs and Smart PLS 2.0 statistical software is used to validate the hypotheses.As far as direct shipper is concerned, the results showed that customer satisfaction and positive lock-in effect have a positive influence on customer loyalty. Moreover, service quality couldn’t impact on customer loyalty directly but might affect customer loyalty indirectly by increasing customer satisfaction. However, in terms of indirect shippers, not only service quality on customer loyalty has a direct relationship but also positive lock-in effect has a significant impact on customer loyalty. The process and results of this study are organized and presented in this thesis as a reference for practitioners and future research.
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