報關行之專業能力與關係品質對顧客忠誠度之影響──資源基礎與關係行銷觀點

An Investigation into the Influence of Customs Brokers' Professional Competence and Relationship Quality on Customer Loyalty

本研究旨在探討臺灣報關產業中，報關行所展現的專業能力與和顧客建立的關係品質此兩大核心構念，對顧客忠誠度的影響。本研究以資源基礎觀點、動態能力理論及關係行銷理論為基礎，建構一個整合性的研究模型。研究方法採用問卷調查法，針對臺灣地區有委託報關經驗之進出口企業人員進行抽樣，共回收212份有效問卷，並以線性迴歸分析進行假說檢定。研究結果顯示：（1）在關係品質中，信任」影響顧客忠誠度最強的正向預測因子。（2）在專業能力中，持續學習與創新及知識與技能對顧客忠誠度有顯著正向影響。（3）承諾、風險管理與資訊科技應用對顧客忠誠度呈現顯著的負向影響。（4）滿意度與溝通與客戶服務的影響不顯著。本研究之結論，報關行欲建立顧客忠誠度，應將策略重心從追求單次滿意轉向長期信任的經營，並將創新能力內化為核心競爭力。

This study aims to investigate the influence of two core constructs-professional competence and relationship quality demonstrated by customs brokers-on customer loyalty within Taiwan's customs brokerage industry. Based on the Resource-Based View, Dynamic Capability Theory, and Relationship Marketing Theory, this study constructs an integrated research model. The study employed a questionnaire survey method, sampling personnel from import/export companies in Taiwan with experience in commissioning customs brokers. A total of 212 valid responses were collected, and hypotheses were tested using linear regression analysis. The findings indicate that: (1) Within relationship quality, trust is the strongest positive predictor of customer loyalty. (2) Within professional competence, continuous learning and innovation and knowledge and skills have a significant positive influence on customer loyalty. (3) Commitment, risk management, and information technology application exhibit a significant negative influence on customer loyalty. (4) The impacts of satisfaction and communication and customer service are not significant. This study concludes that to build customer loyalty, customs brokers should shift their strategic focus from pursuing transactional satisfaction to cultivating long-term trust and should internalize innovation capabilities as a core competence.