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研究生： 王俐涵
Wang, Lee-Han
論文名稱： 定期海運業顧客關係管理之研究
Customer Relationship Management in the Liner Shipping Industry
指導教授： 呂錦山
Lu, Chin-Shan
學位類別： 碩士
Master
系所名稱： 管理學院 - 交通管理科學系
Department of Transportation and Communication Management Science
論文出版年： 2007
畢業學年度： 95
語文別： 中文
論文頁數： 94
中文關鍵詞： 顧客關係管理 、定期海運業 、績效 、集群分析
外文關鍵詞： Cluster analysis, Liner shipping industry, Firm performance, Customer relationship management
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    • 本研究在探討定期海運業之顧客關係管理。經由因素分析，將顧客關係管理問項分為「客服與系統」、「客製化」、「顧客溝通」與「顧客關係維持」等四個構面，再依填答者對此四個構面之認知，將填答者分為「客製化與顧客溝通重視群」、「顧客關係維持重視群」、「客服與系統及顧客溝通重視群」與「客製化重視群」等四個集群。研究結果顯示，不同集群間在績效的滿意性程度上有所差異，其中以「客製化與顧客溝通重視群」之定期海運業者的績效滿意性程度最高，其次為「客製化重視群」、「客服與系統及顧客溝通重視群」與「顧客關係維持重視群」，此研究結果可提供定期海運業者實施顧客關係管理之參考。

    This research empirically examines customer relationship management in the liner shipping industry in Taiwan. Four dimensions are identified based on a factor analysis: customer service and system, customization, customer communication, and customer relationship maintenance. Cluster analysis is subsequently performed to form maritime firms groups. Respondents are categorized into four groups on the basis of their factor scores in customer relationship management dimensions: customization and customer communication oriented firms, customer relationship maintenance oriented firms, customer service system and communication oriented firms, and customization oriented firms. Results indicate that customization and customer communication oriented firms have the best firm performance, followed by customization oriented firms, customer service system and communication oriented firms, and customer relationship maintenance oriented firms. Theoretical and practical implications of the research findings are discussed.

    目錄……………………………………………………………………………………I 表目錄…………………………………………………………………………...…...Ш 圖目錄……………………………………………………………………….…..……V 第一章 緒論…………………………………………………………………………1 1.1 研究背景與動機…………………………………………………………...1 1.2 研究目的…………………………………………………………………...4 1.3 研究範圍與限制…………………………………………………………...4 1.4 研究流程…………………………………………………………………...4 第二章 文獻回顧……………………………………………………………………6 2.1 定期海運業簡介…………………………………………………………...6 2.1.1 定期海運業之定義…………………………………………………6 2.1.2 我國定期海運業之現況……………………………………………7 2.2 顧客關係管理…………………………………………………………….10 2.2.1 顧客關係管理之定義……………………………………………..10 2.2.2 顧客關係管理之流程……………………………………………..13 2.3 顧客關係管理相關研究………………………………………………….16 2.4 績效……………………………………………………………………….19 2.5 小結……………………………………………………………………….21 第三章 研究方法……..............................................................................................22 3.1 研究架構…….............................................................................................22 3.2 操作性變數定義與衡量…….....................................................................23 3.3 研究設計…….............................................................................................25 3.3.1 調查方法……..................................................................................25 3.3.2 問卷設計……..................................................................................27 3.3.3 專家訪談……..................................................................................28 3.3.4 問卷內容..........................................................................................31 3.4 資料分析方法…….....................................................................................32 3.4.1 敘述性統計分析……......................................................................32 3.4.2 因素分析……..................................................................................32 3.4.3 信度與效度分析……......................................................................32 3.4.4 集群分析……..................................................................................33 3.4.5 區別分析……..................................................................................33 3.4.6 變異數分析………………………………………………………..33 3.5 小結…….....................................................................................................34 第四章 定期海運業顧客關係管理之分析……......................................................35 4.1 敘述性統計分析…….................................................................................35 4.1.1 問卷回收情形……............................................................................35 4.1.2 填答者基本資料之敘述性統計分析................................................38 4.1.3 定期海運業顧客關係管理之敘述性統計分析................................42 4.1.4 定期海運業績效之敘述性統計分析................................................43 4.2 顧客關係管理之因素分析.........................................................................44 4.2.1 因素分析............................................................................................44 4.2.2 信度與效度分析................................................................................47 4.3 集群分析與區別分析.................................................................................51 4.4 企業特性對顧客關係管理因素及績效問項之變異數分析.....................62 4.5 小結.............................................................................................................66 第五章結論與建議………………………………………………………….…….67 5.1 結論.............................................................................................................67 5.2 建議.............................................................................................................69 5.3 後續研究之建議.........................................................................................71 參考文獻......................................................................................................................72 附錄一 正式問卷......................................................................................................77 附錄二 專家訪談紀錄 .............................................................................................82

    一、中文部分
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    6. 涂芳瑜，「顧客關係管理對組織內部影響之研究」，銘傳大學管理科學研究所碩士論文，民國91年。
    7. 曹為忠、詹雪蘭、李文瑞、陳旭銘，「進入模式、產業環境、以及廠商特性對廠商海外市場經營績效之影響」，企業管理學報，第54期，1-32頁，民國91年。
    8. 陳順宇，「多變量分析」，四版，華泰書局，民國94年。
    9. 蔡郁芬，「顧客關係管理與顧客忠誠度--以行動通訊業為例」，彰化師範大學商業教育學系碩士論文，民國92年。　
    10. 魏中偉，「定期海運業核心能力與績效關係之研究」，國立成功大學交通管理科學研究所碩士論文，民國93年。
    二、英文部分
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    27. Özgener, S. and Iraz, R., 2006. Customer relationship management in small–medium enterprises: the case of Turkish tourism industry. Tourism Management 27(6), 1356-1363.
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    29. Payne, A. and Frow, P., 2004. The role of multichannel integration in customer relationship management. Industrial Marketing Management 33(6), 527-538.
    30. Peppers, D., Rogers, M. and Dorf, B., 1999. Is your company ready for one-to-one marketing? Harvard Business Review 77(1), 151-160.
    31. Raju, P. S. and Lonial, S. C., 2002. The impact of service quality and marketing on financial performance in the hospital industry: an empirical examination. Journal of Retailing and Consumer Services 9, 335-348.
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    33. Reinartz, W., Krafft, M. and Hoyer, W. D., 2004. The customer relationship management process: its measurement and impact on performance. Journal of Marketing Research XLI, 293-305.
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    三、網站資料
    1. 中時電子報：http://news.chinatimes.com/。
    2. 全國法規資料庫：http://law.moj.gov.tw/。
    3. 長榮海運網站：http://www.evergreen-marine.com/。
    4. 高雄港務局網站：http://www.khb.gov.tw/。
    5. 陽明海運網站：http://www.yml.com.tw/。
    6. 萬海航運網站：http://www.wanhai.com.tw。

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