컨테이너항만의 서비스품질이 고객만족, 신뢰와 재이용의도에 미치는 영향에 관한 실증연구-중국청도항을 중심으로-

Abstract

Recently, with the development of international tade, the environment of shipping and ports had tremendous changes. We have seen the increasing shipping volume dirven by the fast growth of China’s economy, which results in fierce competition among the ports of this area. Great attention has been shown to the question of a port competitiveness. Port competitiveness has been defined in various aspects, we regard customer loyalty as port competitiveness in this study. From the perspectives of port marketing, we found it is of significance that the full understading of shipping carrier’s satisfaction, trust and loyalty towards ports will be important to enhance the competitiveness of the ports and avoid the unhealthy competition among them.

From the literature review and the status quo of port logistics service industry, we found both the service quality and relationship quality have become the main strategy for all the ports in the world to enhance their competitiveness under the environment of global fierce competition. Under the theme of customer satisfaction in the port logistics industry and its influencing factors like service quality and relationship quality, the paper intends to explore how customer satisfaction is impacted by container terminal service quality , how customer trust is impacted by customer satisfaction, and finally how repurchase intention is impacted by customer satisfaction and customer trust. Four research hypotheses have been made under the above framework.

The study is based on servey approaches, and the major container shipping carriers and shipping agencies at port of Qingdao with the land offices are the targets of questionnaire. A total of 218 usable questionnaires were collected from shipping companies and shipping agencies in Qingdao Port and were studied to prove the effects of determinants of Container Terminal Service Quality on Customer Satisfaction, Trust and Repurchase Intention. Tooled by calculating software SPSS 19.0, the effective data were analyzed by basic statistical analysis, factor analysis and regression analysis.

In summary, the empirical results of this study are as follows:

1) There are discrepancies between the 5 components of service quality ( “Reliability”, “Responsiveness”, “Assurance”, “Empathy”, “Tangibles”) in the use of SERVPERF scales as individual analysis tools in analyzing Container Terminal service quality. Thus, the further development of more appropriate measurement tools for analyzing the characteristics of Container Terminal service quality is required in the future. 2) Among the 5 components of service quality, the correlations of customer satisfaction with “Tangibles”, Reliability”, “Responsiveness” and “Empathy” are found to be positive. However, the correlation of customer satisfaction with “Assurance" is found to be negative. 3) The correlation of customer satisfaction with trust is found to be positive. 4) The correlation of trust with repurchase intention is found to be positive. 5) The correlation of customer satisfaction with repurchase intension is found to be positive.

This research as its focus had analyzed shipping companies and shipping agents as customers for container terminal services, however in future research, individually differentiated comparative analyses of perceived service quality on other mutually using the container terminal service will be necessary.