兩岸貨運代理服務業認知顧客關係管理、教育訓練與企業經營績效之關聯性研究

Relationship Analysis among Customer Relationship Management, Training, and Business Performance for Freight Forwarders in Mainland China and Taiwan

楊鈺池(Yi-Chih Yang) ； 陳怡君(Yi-Chun Chen)

《航運季刊》 21卷1期 (2012/03) Pp. 91-120

https://doi.org/10.7092/MQ.201203.0091

摘要

本文研究目的是從兩岸代業務人員觀點，探討顧客關係管理、教育訓練與企業經營績效間的關係與差異。在資料蒐集方式是採用問卷調查的方式，從202份的填答者中，經由結構方程模式的分析方法，研究結果發現兩岸貨運代理服務業對於顧客關條管理仍顯生疏待加強並存在差異性，教育訓練對於企業經營績效有顯著的正向關係，雖然研究結果得出顧客關條管理對於企業經營績效存在正向關係，但是未達到統計上顯著水準。最後本研究建議兩岸貨運代理服務業須重視顧客關係管理，結合教育訓練並提升企業與業務人員競爭優勢，方能創造企業經營績效佳績。

關鍵字

顧客關係管理 ； 海運 ； 貨代 ； 結構方程模式

並列摘要

The objective of this research is to examine the relationships among customer relationship management, training, and business performance in the freight forwarder context. This study formulates research hypotheses from theory and tests the hypotheses using survey data collected from 202 freight forwarders who work in Mainland China and Taiwan. A structural equation model was employed in this research. Results indicated that training had a positive influence on business performance. The research finding indicated that customer relationship management was positively associated with business performance, however, this was not support by a statistical significance. Accordingly, this research suggests that freight forwarding businesses need to emphasize on customer relationship management and training in order to enhance the competitive advantages and eventually to achieve superior business performance.

並列關鍵字

Customer relationship management ； Shipping ； Freight forwarder ； StructuraJ equation modeling