定期航運公司滿意度調查與服務品質缺口之研究

Satisfaction Survey and Service Quality Gaps for Liner Shipping Companies

"本研究分析定期航運公司所提供服務的重要度及滿意度，並調查附加服務需要度，問卷發放對象為定期航運公司之客戶，包含海運承攬運送業及進出口商，回收問卷後進行統計分析；使用重要度與滿意度分析法（Importance-Performance Analysis, IPA）分析各個服務項目上的改善策略與服務品質缺口；並藉由調查附加服務的需要度分析服務品質缺口，最後提出結論與建議供定期航運業者參考。結果顯示：進口貨到通知取得（Web/E-mail/Fax）的便利性、艙位取得性、船期更改的通知效率、空櫃取得性、提單修正效率，這五項需優先改善。另外透過集群分析，COSCO、OOCL、Evergreen、CMA以及Yang Ming的顧客認為全部的構面都很重要，平均重要度幾乎都達到4.4 以上，因此推論這五間定期航運公司服務屬性全面，五項構面皆為優勢；常使用Hapag-Lloyd、MSC以及SITC的顧客認為「文件品質」構面較為重要，因此推論這三間定期航運公司服務屬性以「文件品質」為優勢；常使用Maersk、ONE、Hyundai 以及KMTC的顧客認為「報價與批價」構面較為重要，因此推論這四間定期航運公司服務屬性以「報價與批價」為優勢；常使用Wan Hai的顧客認為四項構面很重要，只有「訂艙與到貨」構面的重要度相較於其他構面特別低，因此推論此間定期航運公司在「訂艙與到貨」較無優勢；而常使用T.S. LINES的顧客對於五個構面的平均重要度只有4分以下，因此推論此定期航運公司的服務屬性較平均，無特別突出之優勢。"

"This study analyzes the importance and satisfaction of services provided by liner shipping companies, and investigates the degree of need for additional services. The questionnaire survey is made to clients of liner shipping companies, including shipping forwarders, importers and exporters. As for data analysis, Importance-Performance Analysis (IPA) is used to analyze the major service quality gap and improvement strategy for each service item. The analysis of variance is used to verify that clients in terms of different countries, shipment volume and container types, and to evaluate significant differences in the overall satisfaction. Additionally, we also analyze the degree of need for additional services. The results show that the major five service quality gaps are efficiency of noticing arrival, slot availability, efficiency of noticing schedule update, empty container availability and efficiency of revising bills of lading. Additionally, the cluster analysis is used to derive five similar service group: (1) COSCO, OOCL, Evergreen, CMA and Yang Ming, they have the service advantages in terms of booking, notice of arrival, containers, quotation, pricing, documents and customer services, (2) Hapag-Lloyd, MSC and SITC, they have the service advantages in terms of documents, (3) Maersk, ONE, Hyundai and KMTC, they have the service advantages in terms of quotation and pricing, (4) Wan Hai has the service advantages in terms of containers, quotation, pricing, documents and customer services, (5) Generally, T.S LINES, has no significant service advantages in terms of the five services."