台中地區海運貨物承攬運送業選擇船公司
的決策之研究

本研究以定期貨櫃船公司所提供的各項服務作為研究目標，透過問卷的設計來更進一步了解海運貨物承攬運送業對於各項的需求和使用狀況，了解不同海運貨物承攬運送業操作人員的需求特色，以及對於服務的重視及滿意程度，以利關系行銷的進行與顧客的管理，本研究問卷設計四個構面，其分別為「船期與艙位」、「場站運務與機具設備」、「銷售與價格」及「團隊工作人員與作業流程」，此四大構面的需求及操作狀況等方面資料逐項分析，並分層檢驗希望能從不同的分群檢驗重視程度來自於何種的性別或層級，以此作為海運貨物承攬運送業在選擇定期貨櫃船公司時，制定行銷策略與提升顧客滿意度之參考依據。研究結果呈現定期貨櫃船公司需要立即改善的項目包括「市場運價在調整時能給予較少調幅的彈性」、「一般的報價能符合市場的水準」、[發生退關時的補救與態度]和「貨物發生損壞的後續處理及理賠回應速度」，那一家定期貨櫃船公司能提升並改善此四項的競爭優勢和核心能力，就能獲得更多海運貨物承攬運送業從業人員的支持。

關鍵字

貨物承攬業；定期海運業；核心能力；顧客滿意度

並列摘要

The purpose of this study is to explore liner shipping industry provided services as a research target, through the design of the questionnaire to further understand the freight forwarders for various needs and conditions.We also can find out the different operator of freight forwarder ‘s characteristics, as well as the importance of service and satisfaction. I have 15 competence attributes for my sample firms. The purpose of the investigation is to measure how the liner workers perceive the importance attributes. The data is collected from questionnaires sent to 30 freight forwarders’key persons who are in charge of choosing ocean carriers that used to provide outbound services from Taichung to Intra-Asia. A total of 245 questionnaires were distributed, and all questionnaires are fully returned and are all useable, which gives an effective rate of 100%. Based on the findings of this study, liner shipping industry needs to concentrate on those price-related and customer claim-related competence attributes as soon as possible.They should allocate resources to these crucial attributes with top priority, as these areas are perceived as high importacne/low satisfaction by customers. If any of the carriers can satisfy the customers with the above attributes first, the attributes will turn to be their competitve advantages.