航空貨運站服務品質對信任、承諾與行為意圖之影響

The Effects of Air Cargo Warehouses' Service Quality on Trust, Commitment and Behavioral Intentions

張淑青

《運籌研究集刊》 6卷1期 (2007/06) Pp. 41-55

https://doi.org/10.7047/LRR.200706.0041

摘要

關係行銷的觀點將顧客忠誠視爲長期關係的結果，而服務品質則是影響顧客忠誠的前因變項，信任被視爲關係成功的主要成份，而承諾則是對他方的長期導向關係，信任與承諾兩者對長期關係與顧客忠誠也存在著因果影響關係。航空貨物倉儲業、貨運承攬業與報關業三者間的長期業務往來關係，極適合引據關係行銷所探討企業組織之間（企業對企業，B2B）長期關係的觀點來探索。本研究旨在建構以服務品質爲前因變項，探討對忠誠意涵的行爲意圖之影響，加入信任與承諾爲中介變項，建構成爲因果關係整合模式，選擇以航空貨運承攬業兼營報關業者爲研究樣本進行實證，研究結果發現本研究建構之因果關係整合模式是顯著的，同時驗證服務品質對行爲意圖的影響及信任與承諾的中介影響效果，研究結果提供相關業者在管理上之建議與參考。

關鍵字

服務品質 ； 信任 ； 承諾 ； 行爲意圖

並列摘要

Customer loyalty is the outcomes of long-term relationships between seller and customers in relationship marketing viewpoint. Service quality is the antecedent variable of customer loyalty. Trust is a necessary ingredient for successful relationships. Commitment is long-term orientation relationship for one party toward another party. Both trust and commitment could have the cause-effects on long-term relationship or customer loyalty. It is suitable to introduce the concepts of relationship marketing for exploration the long-term business relationships among air-cargo warehouse industries, air-cargo forwarder industries and customs brokers. The purpose of this study is to construct a cause-effect model which adopt the ”service quality” as the antecedent variable, the ”trust” and ”commitment” as the mediators, and then explore the effect on behavior intentions which with loyalty implication. The air-cargo forwarder industries which also are customs brokers were selected as the study samples and tested the constructed model. On the basis of the research results, the integrated cause-effects model was significant; the influence of service quality on behavior intentions and the mediating effects of trust and commitment are also tested, the ample and concrete managerial suggestions and references are offered for related air-cargo warehouse industries.

並列關鍵字

Service Quality ； Trust ； Commitment ； Behavioral Intentions

參考文獻

陳正昌、程炳林(2004)。SPSS、SAS、BMDP統計軟體在多變量統計上的應用。五南圖書出版公司。

張淑青(2006)。中正機場公民營航空貨軍站服務品質之研究。運輸學刊。9(1)，101-116。

Anderson, J. C.,Gerbing, D. W.(1988).Structural Equation Modeling in Practice: A Review and Recommended Two-step Approach.Psychological Bulletin.103(3),411-423.

Anderson, J. C.,Narus, J. A.(1990).A Model of Distributor Firm and Manufacturer Firm Working Partnerships.Journal of Marketing.54(1),42-58.

Anderson, E. W.(1998).Customer Satisfaction and Word of mouth.Journal of Service Research.1(1),5-17.