貨櫃海運業是服務業的一環,但服務的性質卻與一般實體產品不同,在行銷管理上必須針對航運業的的特性來考量,本研究從顧客對海運業者所提供之期望水準與知覺服務水準的差異、顧客型態的不同及顧客對海運業者之服務品質與整體顧客滿意度的相關性等方向研究,作為提升整體顧客滿意度的參考。實證結果,託運人對海運業者的服務品質的重視程度與滿意程度居有顯著性差異,其中差距最大的前三項,分別是「運價的合理性」、「能迅速有效的處理客人的抱怨及不滿」、「貨物理賠的合理性及時效性」;而顧客背景的不同對服務品質的重視程度則差異性不大,未達到顯著水準。另外,顧客對海運業者之服務品質與整體顧客滿意度的相關性均達顯著水準,表示服務品質的提昇,確實能增進顧客滿意度,其中相關係數最高的前三項分別是「業務人員的專業知識及服務態度」、「電話處理的認真態度」、「對顧客權益的重視程度」。
Service quality of an ocean carrier is quite different from those business circles provide real products. To concern the respect of its special characteristic, the study try to find the different degree of the importance/satisfaction between (1) the customer's expected and perceived service (2) the different type of the customers (3) also to search the correlation between the service quality of an ocean carrier and the customer satisfaction.The study results show the following conclusions:First, there are significant differences to the degree of the importance/satisfaction between the customer's expected and perceived service. Second, different background customers did not obtain the significant level of the importance/satisfaction degree between the two comparisons. Third, there is a positive relation between service quality and the customer satisfaction.