宅配公司顧客關係管理、服務品質、顧客滿意度與顧客忠誠度之相關研究－以『便利帶全省物流』為例

隨著時代的變遷與科技的進步，顧客對貨運服務品質的要求也愈來愈高，所追求的將是更省力、省時及便利的消費模式。因此，一種國外行之有年的「宅配」行業也在台灣興起，提供顧客更高品質的生活享受。本研究以『便利帶全省物流』的顧客為對象，旨在分析便利帶的競爭優勢，提供其未來的行銷策略參考，進而提高便利帶的市佔率及獲利率。本研究採用問卷調查的方式，以便利帶台南分公司麻豆營業所，負責配送的五個區域顧客為研究對象。有效問卷有321份，採獨立樣本t檢定、單因子變異數分析、迴歸分析及典型相關等統計方法進行資料分析，了解顧客對顧客關係管理及服務品質重視度與滿意度；以及顧客關係管理、服務品質、顧客滿意度及顧客忠誠度之關係。本研究的主要結果如下： 1. 服務品質對顧客滿意度有顯著正向影響。 2. 顧客滿意度對顧客忠誠度有顯著正向影響。 3. 顧客關係管理對顧客滿意度有顯著正向影響 4. 顧客滿意度對服務品質與顧客忠誠度具中介效果。 5. 顧客滿意度對顧客關係管理與顧客忠誠度具中介效果。 6. 服務品質與顧客關係管理有顯著正相關。

關鍵字

宅配；顧客關係管理；服務品質；顧客滿意度；顧客忠誠度

並列摘要

With the rapid changes of times together with the remarkable advances in science and technology, customers are more demanding in the domain of the service quality of freight transport. Customers nowadays prefer a more convenient mode of consumption. Under the circumstances, home-delivery companies which are well-known and have been operated overseas for decades increase rapidly in Taiwan. They offer customers a better quality of life. This study aims at the customers of a Maple Logistics Express Company and analyzes its competitive advantage in the hope that the findings of this study will be a great benefit to the marketing strategy and to the increase of the market share in the future. The purpose of this study is to explore the relationship among customer relationship management, service quality, customer satisfaction and customer loyalty for home-delivery company. A questionnaire survey was conducted to fulfill this purpose using a sample of 321 effective questionnaires gathered from customers in five service areas of the maple logistics express company at Tainan branch. The analysis of statistics such as independent-samples t test, one-way ANOVA, regression analysis and canonical correlation analysis were used to analyze the data. The main results of this research are as follows. 1. Service quality has a significantly positive effect on customer satisfaction. 2. Customer satisfaction has a significantly positive effect on customer loyalty. 3. Customer relationship management has a significantly positive effect on customer satisfaction. 4. Service quality has a positive effect on customer satisfaction and customer loyalty, proving that customer satisfaction fully mediates the effects of service quality on customer loyalty. 5. Customer relationship management has a positive effect on customer satisfaction and customer loyalty, proving that customer satisfaction fully mediates the effects of customer relationship management on customer loyalty. 6. Service quality and customer relationship management are significantly positively correlated.