探討購買涉入、品牌權益、服務品質與顧客滿意度之關係──以DHL為例

Investigating the Relationships among Purchasing Involvement, Brand Equity, Service Quality and Customer Satisfaction - A Case Study of DHL

臺灣海運承攬業者眾多家，在非常有限的市場環境下，造就激烈的競爭環境。本研究使用結構方程模式來分析託運人對海運承攬業在購買涉入、品牌權益、服務品質及顧客滿意度之交互影響。透過225份問卷進行分析結果後發現「購買涉入」對「品牌權益」的影響是正向的；「品牌權益」對「服務品質」的影響也是正向的；而「服務品質」對「顧客滿意度」亦存有正向之影響；而「購買涉入」及「品牌權益」對「顧客滿意度」間的影響，因受到「服務品質」扮演著間接效果的角色，故並沒有得到顯著的支持。本研究依據結果提出相關之建議與管理意涵，並可供海運承攬業與相關業者擬定決策時參考。

It is well known that there are many forwarders competing in an extremely limited market in Taiwan. Using structural equation modeling, this study investigates the relationships among purchasing involvement, brand equity, service quality, and customer satisfaction between shippers and forwarders. Based on 225 effective questionnaires, results show that purchasing involvement had a positive effect on brand equity. In addition, that brand equity had a positive effect on service quality. However, purchasing involvement was found to have no significant effect on customer satisfaction, and nor did brand equity have any tangible effect on customer satisfaction. Based on findings, suggestion and managerial implications are discussed. It is hoped that results can assist forwarders and related operators when implementing decision making.