항만서비스 평가모델의 실증연구 : SERVPERF 척도를 기반으로
|dc.description.abstract||Due to increasing cargo traffic by sea transportation, shipping companies have focused on large container vessels and “Hub & Spoke” strategy for economy of scale. Thus, ports have struggled to concentrate on port development, port marketing, hinterland development, incentive policy, etc. However, it is necessary for ports to be aware of port service quality to take competitive advantage for port competition. The purpose of this study is to suggest evaluation model of port service quality and find out causality of port service quality which affect customer satisfaction and customer loyalty. In this paper, we examined the impact of port service quality on customer satisfaction and customer loyalty based on suggested evaluation model. From 137 acceptable data from questionnaire survey responded by shipping companies calling to ports in Korea, we conduct factor analysis and Structural Equation Modeling (SEM) using SPSS 15.0 and AMOS 7.0. We establish 8 hypotheses based on SERVPERF in order to test correlation of 5 dimensions of port service, port service quality, customer satisfaction, and customer loyalty. From the result of the hypothesis testing, we accept 6 hypotheses out of 8 with high Significance level and reject 2 hypotheses. Surprisingly, the result shows that customer satisfaction and port service quality do not affect customer loyalty in spite of high effect of port service on customer satisfaction. Therefore, it is reasonable to suppose that other factors (port charge, port location, hinterland, etc.) instead of port service quality are highly considered when shipping companies choose ports. On the other hand, the result of direct, indirect & total effects analysis shows that all five port service dimensions have high indirect effects on customer loyalty via port service quality and customer satisfaction. For additional analysis, Importance-Performance Analysis (IPA) approach is used for strategy of port service. The result of IPA indicates that port’s performance of a contract, port workers’ skill, constant efforts for port development, etc., have high importance and low satisfaction. On the contrary, CIQ process, EDI performance, prompt cargo handling through check gate, notice about port situation, etc., have high satisfaction and low importance. This research provides deep view of port service by analyzing effects of port service on port service quality, customer satisfaction, and customer loyalty. Besides, IPA shows gaps between perceived service satisfaction and importance in order to help ports or port authorities to establish reasonable strategies.||-|
|dc.description.tableofcontents||1.Introduction 1 1.1 Background and purpose of study 1 1.2 Study structure 3 1.3 Methodology 4 2. Literature review 7 2.1 Service quality 7 2.1.1 Concepts of service quality and characteristics 7 2.1.2 Measurement of service quality 10 2.2 Port service quality 14 2.2.1 Port selection criteria 14 2.2.2 Measurement of port service quality 15 2.3 Customer satisfaction and loyalty 18 3. Conceptual framework and research hypothesis 20 3.1 Development of measurement variables 20 3.1.1 Extraction of items 20 3.1.2 Operational definition of variables 21 3.2 Conceptual framework and research hypothesis 22 4. Empirical study 25 4.1 Sampling design 25 4.1.1 Data collection and sample characteristics 25 4.1.2 Questionnaire design 26 4.2 Reliability and Validity 26 4.2.1 Internal consistency reliability 27 4.2.2 Confirmatory factor analysis 31 4.3 Hypothesis testing 33 4.3.1 Model design 33 4.3.2 Measures of model fit 36 4.3.3 Assessment of model fit 38 4.3.4 The result of Hypothesis test 40 5. Importance-satisfaction assessment 44 5.1 Importance-Performance Analysis 44 5.2 Difference analysis for satisfaction and importance of port service 46 5.3 The result of importance-performance analysis of port service 48 6. Conclusion 51 6.1 Summary of study 51 6.2 Limitation of the study and suggestion for future research 52 Bibliography 53 Appendix A. Correlation matrix 57 Appendix B. Questionnaire form 58||-|
|dc.title||항만서비스 평가모델의 실증연구 : SERVPERF 척도를 기반으로||-|
|dc.title.alternative||Study on Evaluation Model of Port Service : Based upon SERVPERF||-|
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