航空貨運站服務品質、創新能力與企業形象對顧客滿意度與忠誠度之影響

The Effects of Service Quality, Innovation Capability, and Corporate Image of Air Cargo Terminals on Customer Satisfaction and Loyalty

近年來航空貨運站在激烈競爭下，如何滿足企業顧客需求並提升其忠誠度成為航空貨運站最重要之課題。本研究旨在探討服務品質、創新能力與企業形象對顧客滿意度與顧客忠誠度之關係。本研究以國內各貨運站主要企業顧客進行問卷調查，並藉由結構方程式模式（SEM）進行模式驗證。結果顯示，顧客忠誠度受到其滿意度的正向影響，且服務品質、創新能力與企業形象對於顧客滿意度均具有正向影響。最後，依據研究結果進行管理意涵的討論，並提出後續研究建議。

Air cargo terminals (ACTs) have recently been focusing on developing relationship with customers to meet their requirements and to strengthen customer loyalty in Taiwan's competitive environment. The purpose of this study is to explore the effects of service quality, innovation capability, and corporate image on customer satisfaction and loyalty toward ACTs. Structural equation modeling was employed to test the research model based on a review of literature. Data on ACTs were collected from customers by distributing questionnaires at the Taoyuan International Airport in Taiwan. Results show that customer satisfaction significantly influences loyalty, and service quality, innovation capability, and corporate image are positively correlated with customer satisfaction. This study also discusses the managerial implications of the results and offers suggestions for the future research.