貨櫃航運業運送服務策略之探討--以某航運公司為例

A Study of the Service Strategy for Container Shipping Industry—An Example for a Container Shipping Company

陳盈嘉(Ying-Chia Chen)

指導教授 ： 梁世安

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

貨櫃航運在國際貿易活動中，佔有十分重要的地位，全球各大貨櫃航運商近年來積極訂造巨型船舶，擴大艙位，使得全球貨櫃船舶的裝載能量大幅成長，而燃油及鋼材等原物料價格節節上漲，造成營運成本大幅增加，使得業界競爭更加劇烈；貨櫃航運業進而思考價格競爭之外的競爭策略。
本研究以個案公司於台灣地區之顧客為對象，進行運送服務問卷調查，問卷設計參考PZB模式及SERVQUAL量表的五大構面，問卷共發出178份；回收122份，其中有效問卷計114份。
由本研究之問卷調查結果加以分析，獲得1. 顧客對於運送服務項目重視程度的為「業務人員的能力」；2. 顧客對於運送服務項目滿意程度的為「訂艙正確性」；3. IPA分析結果之改善方向為「艙位的供應」等，三個重要面向的結論。

關鍵字

貨櫃航運 ； 運送服務策略 ； 服務品質 ； PZB模式 ； IPA分析

並列摘要

Container shipping industry plays a very important role in the international trading activities. In recent years, the global major container carriers are zealous to order very large container vessels to increase their shipping spaces and consequently make the global shipping capacity to grow largely. However, the prices of raw materials like fuels and steels continue to escalate, cause the operation costs surging and the competitions for shipping industry fiercer than ever. Thus, the container shipping industry operators start to mull over strategies beside of slashing prices for business.
Base on the target company’s customers in Taiwan, the survey of transportation services was carried out. The questionnaire was designed in reference to PZB model and five dimensions of SERVQUAL. There are 178 copies of questionnaire distributed and 122 copies retrieved, with 114 valid copies in the retrieved.
This article analyzed the investigation result of the survey and inferred three important conclusions as below,
(1) the customers esteem “Ability of Salesman” the most important aspect for the transportation service,
(2) the customers consider “Correct Booking” the most satisfactory aspect for the transportation, and
(3) By application of IPA model, the target company needs to improve its “Shipping Space Supply”.

並列關鍵字

Container Shipping ； Transportation Service Strategy ； Service Quality ； PZB Model ； Importance-Performance Analysis (IPA)

參考文獻

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