An Empirical Study on Customer Satisfaction And Customer Loyalty In Worldwide Express

[[abstract]]近年來隨著競爭的白熱化，以及市場的成熟度提昇，大部份被創造出來的差異化能力都很容易被模仿和超越，而且其時差也越來越短，這裡所指的差異化大部份是指快遞業的作業能力、服務能力、價格能力等，然而服務業之另外一項重要資產 “人“ 也關係著企業經營之成敗，而且國際快遞業在人員的應用比例上佔有相當之比重，絕對是一個關鍵因素。 本研究是以臺灣的國際快遞業作樣本對象，作了很深入的顧客滿意、忠誠度調查及衡量的資料，包括像提昇企業形象與聲譽、服務品質、服務復原與前線人員角色等等之資料搜集，在實證中國際快遞業之客戶並不會因為企業型態之不同，例如: 生產製造業與貿易商而產生看法不同的偏差，也就是說不管是何種配合的廠商，其重視的是國際快遞業本身所展現的能力與表現。 由本研究之實證分析結果顯示，就企業形象與聲譽、服務品質、服務復原與與顧客滿意、忠誠度雖然無絕對的必然關係，但卻存在有部份相關的直接影響。其實證後所顯現的情況為: 服務價值的提昇，將對於顧客滿意與忠誠度之累積經驗和再惠顧意願有顯著的影響 ; 而最明顯的是若國際快遞業者在人員價值領域上加以強化，則更能有效的造就整體的顧客滿意度與忠誠度。在服務品質部份客戶在意的是品質的可靠度與信任感，其對於營造企業顧客滿意與忠誠度之累積經驗與再惠顧意願，皆有其正面的相關性。至於在服務復原的經營上若企業重視失誤風險規避，重視危機處理，明確的執行失誤補償制度，則對於營造客戶的口碑宣傳意願有者絕對的正向關係。 本文最後亦就本研究之理論與管理上應用做一討論，並提出後續研究方向之建議，以期能對國際快遞業在經營上能提供更有效的參考價值。[[abstract]]The more intensive trading competition and the more promoted marketing maturity, the much casier & Faster imitation & outreaching of the creative capability difference. Hereby, the mentioned “Difference” mostly focus on Express’ Operation, Service and Tariff capability, etc., However, anoyher very important capital factor among service field : “ Manpower “ leading the Enterprises’ success or not. Besides, couriers’ people arrangements affect the Express Enterprise operation’s key prosperity. The study is based on Taiwan’s worldwide Express companies to make a deeply precise customer services, loyalty survey and measuring data, such as promoting Enterprise Images & Reputation, Service Quality, Service Recovery abd Front line Employee role etc., characteristics information researching. From the Physical examples, no matter what kind of clients, manufacturing or Trading companies, it won’t change their demands for Express Fields. All they care about just the Express’ own capability and quality instead of other trivial affairs. Form the analysis, apparently, we can confirm there is no absolute relationship among the Enterprise Images and Reputation, Service Quality, Service Recovery, Customer Satisfaction & Loyalty; yet, it must exist Partially Directive effects. Actually, the proved conclusion as: promoted service values will clearly affect the accumulated experiences about customers’ satisfaction and loyalty and their re-consuming willings. The most apparently, if Worldwide Express can strengthen manpower values, it will create the most effective whole entirely customer’s satisfaction & loyalty. For service quality, customers truly care about the quality reliability and trusts. It create the positive results of Enterprise customers satisfaction & loyalty accumulated experiences and Re-consuming willings. As to the service recovery, if Enterprise emphasize errors crisis aoiding and solution, and make up the precise executive errors compensation systems, it will lead to the positively outcomes relating to customers’ recommends propaganda. The final part of study focus on the discussion between the theory and management application, as well as the suggestion about the future research projects in order to provide more effective references values for the Worldwide Expres