園區物流業的顧客關係管理對顧客忠誠度之影響

THE EFFECTS OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER LOYALTY FOR THE SCIENCE PARK LOGISTICS SERVICE PROVIDERS

面對全球產業的劇烈競爭，高科技廠商為確保在產業供應鏈的優勢，必須仰賴園區物流業提供最專業的服務，而園區物流業的服務能力更將影響雙方的夥伴關係。有鑑於顧客關係管理近年來已深受產學界重視，本文使用結構方程模式探討園區物流業的顧客關係管理、物流服務品質與顧客忠誠度之關係。結果顯示其正向影響效果確實存在，且物流服務品質扮演關鍵的中介角色，而影響顧客忠誠度的主要因素，會因不同產業及客戶特性而異，成長型、營業額較小、月貨量較少、往來時間較短的高科技廠商，較易從園區物流業的顧客關係管理上增強其忠誠度。本文根據研究成果提出管理意涵，應有助於指引園區物流業構建完善的顧客關係管理機制，進而鞏固高科技廠商的忠誠度。

Facing the intense competition of the global high-tech industry, manufacturers of Science Park have to rely on professional service offered by the Science Park logistics service providers to keep their competitive advantages in the global supply chain. Meanwhile logistics operators’ service capabilities also affect its long term partnership with manufacturers of Science Park. Since customer relationship management (CRM) had become an important research topic in the academia, and valued by enterprises, this research used structural equation modeling (SEM) to explore the relationship between CRM, logistic service quality, and customer loyalty for the logistics industry. The results show that CRM really has positive influences on logistics service quality and customer loyalty, and the determinant of customer loyalty will differ from industry and customer features, the high-tech manufacturers with smaller growth and turnover, less product volume, and shorter communicating times will be able to enhance the customer loyalty from CRM. This research not only presents practical implications for Science Park logistics operators to build their CRM models, but provides the guiding principles to strengthen their relationship with customers.