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论文编号：	1296
作者编号：	032890
上传时间：	2009/6/16 15:23:21
中文题目：	中国港口物流服务业顾客忠诚度影
英文题目：	A study on the influence facto
指导老师：	韩德昌
中文关键字：	港口 物流服务业 港口物流服务质
英文关键字：	port logistics service indus
中文摘要：	近年来，随着国际贸易环境的变化，海运、港口环境也发生了巨大的变化。特别是，由于中国经济的快速发展所带来的进出口货物量的剧增，东北亚地区已成为世界上最大的集装箱货物集散地。由此引来的是亚洲，特别是东北亚地区内各大港口之间的激烈竞争。在这一激烈的竞争环境下，从港口营销的角度出发，正确理解和把握实际利用港口的主体—船公司对港口的满意、信任乃至忠诚，将对提升港口的综合竞争力、避免港口之间的恶性竞争具有十分重要的意义。 从文献回顾和港口物流服务业现状分析中我们发现，在急剧变化和激烈竞争的港口物流服务业中，港口物流服务质量和关系质量已成为各国港口提高其竞争力的主要策略。因此，本研究以港口物流服务业顾客忠诚度及其影响因素¬¬¬—港口物流服务质量和关系质量作为研究主题，主要探讨了港口物流服务质量、关系质量对顾客感知价值及顾客满意的影响关系，顾客感知价值对顾客满意的影响关系，顾客满意对顾客信任的影响关系，顾客感知价值、顾客满意及顾客信任对顾客忠诚的影响关系，并以此为研究框架，设定了九个相应的研究假设。 本研究以经常利用上海港、深圳港、天津港和大连港等国内主要集装箱港口的船公司及其陆上办事机构为问卷调查对象，共发放问卷330份，回收问卷298份。其中，剔除无效问卷11份，有效问卷总数为287份，有效问卷比例达到86.97%。针对回收的有效问卷，本研究采用SPSS15.0统计软件作为主要分析工具，进行了实证研究的数据分析。分析方法包括基本统计分析、因子分析、皮尔森相关分析、回归分析等。 本研究通过实证分析，得出如下主要结论： 第一，港口物流服务质量对顾客感知价值产生重要影响。本研究将港口物流服务质量的构成因素确定为技术质量、功能质量和物理条件。其中，功能质量、物理条件与顾客感知价值呈显著正相关，而技术质量则与顾客感知价值无显著正相关。这一研究结果说明，为了提高顾客对港口的感知价值，港口企业应强化港口物流服务质量中的功能质量，并不断完善港口的物理条件。 第二，港口物流服务质量对顾客满意产生重要影响。本研究将港口物流服务质量的构成因素确定为技术质量、功能质量和物理条件。其中，只有功能质量与顾客满意呈显著正相关，而技术质量和物理条件则与顾客满意无显著正相关。这一研究结果说明，为了提高顾客对港口的满意度，港口企业应强化港口物流服务质量中的功能质量。 第三，港口关系质量对顾客感知价值产生重要影响。本研究将港口关系质量的构成因素确定为个性化服务、信息共享和关系持续性。其中，个性化服务、关系持续性与顾客感知价值呈显著正相关，而信息共享则与顾客感知价值无显著正相关。这一研究结果说明，为了提高顾客对港口的感知价值，港口企业应强化港口关系质量中的个性化服务和关系持续性。 第四，港口关系质量对顾客满意产生重要影响。研究将港口关系质量的构成因素确定为个性化服务、信息共享和关系持续性。其中，个性化服务、关系持续性与顾客满意呈显著正相关，而信息共享则与顾客满意无显著正相关。这一研究结果说明，为了提高顾客对港口的满意度，港口企业应强化港口关系质量中的个性化服务和关系持续性。 第五，顾客感知价值、顾客满意、顾客信任对顾客忠诚产生重要影响。其中，顾客感知价值与顾客忠诚之间既有直接正相关，又有通过顾客满意及信任的间接正相关。同样，顾客满意与顾客忠诚之间也既有直接正相关，又有通过顾客信任的间接正相关。 第六，港口物流服务质量中的物理条件与顾客满意无直接正相关，但通过顾客感知价值中介变量与顾客满意产生间接正相关。这一研究结果说明，港口企业应不断完善其物理条件，使顾客对港口的感知价值不断提高，以此来进一步增强顾客对港口的满意度。
英文摘要：	In recent years, with the development of international trade, the environment of shipping and ports had tremendous changes. Especially in northeast Asia, the world largest container cargo distribution center, we have seen the increasing shipping volume driven by the fast growth of China’s economy, which results in fierce competition among the ports of this area. From the perspective of port marketing, we find it is of significance that the full understanding of shipping carrier’s satisfaction, trust and loyalty towards ports will be important to enhance the competitiveness of the ports and avoid the unhealthy competition among them. From the literature review and the status quo of port logistics service industry, we find both the service quality and relationship quality have become the main strategy for all the ports in the world to enhance their competitiveness under the environment of global fierce competition. Under the theme of customer loyalty in the port logistics industry and its influencing factors like service quality and relationship quality, the paper intends to explore how customer perceived value and satisfaction are impacted by service and relationship quality of port logistics industry, how customer satisfaction is impacted by customer perceived value, how customer trust is impacted by customer satisfaction, and finally how customer loyalty is impacted by customer perceived value, customer satisfaction and customer trust. Nine research hypotheses have been made under the above framework. The study is based on survey approach, and all the major domestic container shipping carriers calling at ports of Shanghai, Shenzhen, Tianjin and Dalian with their land offices are the targets of questionnaire. 330 questionnaires were handed out, and 298 were returned, in which, 287, about 86.97% were effective. Tooled by calculating software SPSS15.0, the effective data were analyzed by basic statistical analysis, factor analysis, Pearson correlation analysis and regression analysis. Through empirical analysis of this study, the main conclusions drawn are as follows 1. Service quality of port logistics has great influence on the perceived value of the customer. The service quality is consisted of technological quality, functional quality and physical conditions, in which, functional quality and physical conditions have positive correlation with the perceived value of the customer, while the technological quality has less correlation. It is proved that port enterprises should strengthen the functional quality and optimize the physical conditions so as to increase the customer perceived value on the ports. 2. Service quality of port logistics has great influence on the customer satisfaction. The service quality is consisted of technological quality, functional quality and physical conditions, in which, only functional quality has positive correlation with customer satisfaction, while the technological quality and physical conditions have less correlation. It is proved that port enterprises should strengthen the functional quality so as to increase the customer satisfaction with the ports. 3. Port relationship quality has great influence on the perceived value of the customer. Port relationship quality is consisted of personalized service, information sharing, and relation continuity, in which personalized service and relationship continuity have positive correlation with the perceived value of the customer, while information sharing has no correlation. It is proved that port enterprises should strengthen the personalized service and relationship continuity so as to increase the customer perceived value on the ports. 4. Port relationship quality has great influence on the customer satisfaction. Port relationship quality is consisted of personalized service, information sharing, and relationship continuity, in which personalized service and relationship continuity have positive correlation with the customer satisfaction, while information sharing has no correlation. The study indicates that port enterprises should strengthen the personalized service and relationship continuity so as to increase the customer satisfaction. 5. Customer perceived value, customer satisfaction, customer trust have an important impact on customer loyalty. Among them, customer perceived value has direct correlation with customer loyalty, and indirectly correlated through customer satisfaction and trust. Similarly, customer satisfaction has direct correlation with customer loyalty, and indirectly correlated through customer trust. 6. The physical conditions in the port logistics service quality is not directly related to customer satisfaction, but indirectly related through customer perceived value. The study results indicate that the port enterprise should constantly improve their physical conditions to increase customer perceived value of the port and further enhance customer satisfaction with the port.
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