港埠物流鏈顧客知覺價值、滿意度、信任、忠誠度關係研究

Customer Perceived Value, Satisfaction, Trust and Loyalty: Examining the Linkages in Port Logistics Chain

就物流的觀點，港埠是非常重要的節點，港埠運輸在複合運輸扮演重要角色，同時港埠在運作上視為貨物運送與旅客移動的物流中心，港埠的角色在提供顧客優質的服務。學者研究指出顧客知覺價值包括服務品質與價格，如果顧客認為服務品質好，即為顧客滿意。當顧客滿意度高，則港埠服務較易取得顧客的信任。顧客信任港埠時，顧客會帶來重複的購買意圖，此即表示顧客對港埠具有忠誠度。港埠物流鏈服務目的在將整個服務程序視為一體，服務的過程並非各自服務航商，而在以服務行銷的觀念提供整合性服務。本研究目的即在以港埠物流鏈觀點，探討港埠整體作業在顧客知覺價值、滿意度、信任、忠誠度間相互間關係。研究結果證實港埠服務物流鏈顧客知覺價值對滿意度、顧客滿意度對信任、顧客滿意度對忠誠度、信任對忠誠度都具有正向影響關係。

Stand on the viewpoint of port logistics, seaport plays a very important role in the intermodal transportation, in the same time it is also deemed to be the central of logistics in the carrying of goods and moving of tourists. The role of port is providing the customers a very high quality services. Many pundits point out that the customer perceived value include the quality of service and price, if the customer thinks that the quality of service is good, it means the customer satisfies. When the satisfaction of customer is high, then the port will be easier to gain the customer's trust. When the customer trusts the port, then the customer will repurchase, it means the customer has the loyalty to the port. The goal of the linkage port logistics in service is to aggregate the whole service procedure, the procedure of service to the customer is not individual, but providing the aggregated service. The goal of this research stands on the port logistics' viewpoint discusses the relationships among the customer perceived value, satisfaction, trust and loyalty. The result authenticated that the customer perceived value-satisfaction, customer satisfaction-trust, customer satisfaction-loyalty and trust-loyalty in the port service logistics chain all have the positive effect.