國際貨櫃航商顧客關係管理評估模式之建構與實證分析

Constructing Evaluation Models of Customer Relationship Management for International Container Shipping Lines: An Empirical Analysis

丁吉峰(Ji-Feng Ding) ； 倪安順(An-Shuen Nir) ； 蘇裕珍(Yu-Chen Su)

《品質學報》 18卷6期 (2011/12) Pp. 539-559

摘要

國際貨櫃航商為定期航運服務系統之主體，面對競爭激烈的全球航運市場，滿足顧客需求已成為國際貨櫃航商未來經營顧客滿意度與忠誠度的關鍵所在，亦是企業實施顧客關係管理成功之所在。因此，本文研究目的主要在於建立國際貨櫃航商顧客關係管理之評估模式並配合三階段問卷進行實證分析。首先，本文參考相關文獻後，初步研擬出適合於國際貨櫃航商之關係服務品質屬性。其次，以重要性分析法進行第一階段問卷調查，以篩選出較為重要的關係服務品質屬性。第三，應用重要度績效分析法之概念並配合第二階段問卷調查，以歸納出哪些重要的關係服務品質屬性必須保持或改善？第四，本文以模糊品質機能展開法並配合第三階段問卷調查，以探討國際貨櫃航商實施顧客關係管理之可行策略。最後，研究結果顯示：（1）國際貨櫃航商所重視的前三項關係服務品質屬性，包括「有效地快速回應」、「篩選目標或潛在客戶」、及「提高服務處理的速度與品質」。（2）可行策略的前三項執行方案，包括「客製化的服務」、「網際網路」、及「互動式行銷」。建議國際貨櫃航商可針對本文之主要研究結論進行顧客關係管理的提升，相信必可在激烈的航運環境中提升其競爭優勢。

關鍵字

國際貨櫃航商 ； 顧客關係管理 ； 評估模式

並列摘要

The international container shipping lines (ICSLs) have been placing the main market players in the liner shipping service system. Facing the keenly competitive environment in the global shipping market, meeting the customers' requirements is a key point when ICSLs are managing the customer satisfaction and loyalty. It is also the successful point of carrying out the customer relationship management (CRM) for enterprises. Hence, the main purpose of this paper is to construct evaluation models of CRM for ICSLs. Three-stage questionnaires are designed to assist the illustrations of the empirical survey. At first, according to the literature review, the preliminary attributes of relationship service quality (RSQ) for ICSLs are constructed. Secondly, the threshold and importance analysis (TIA) approach in conjunction with first-stage questionnaire is used to sieve out the more important attributes of RSQ. Thirdly, the importance-performance analysis (IPA) approach is carried out with the aid of second-stage questionnaire to identify whether the attributes of RSQ should be kept up or improved. Fourthly, the fuzzy quality function deployment (FQFD) approach is proposed to analyze the relationship between the needs of shippers and the CRM solutions for ICSLs. Finally, two results are shown as follows: (1) Top three RSQs are quickly and effectively response, potential customers, and enhancing speed and quality of tackling service, respectively. (2) Top three feasible solutions are customization services, internet, and interaction marketing, respectively. It is suggested that the main results of this survey can be focused on when ICSLs are promoting the CRM, and therefore, it can promote the competitive advantage in the keen environment of shipping market.

並列關鍵字

international container shipping lines ； customer relationship management (CRM) ； evaluation model

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