A Study of Relationship Marketing Between Liner Shipping and Ocean Freight Forwarder

• Main Authors: Chien-Nan Chen, 陳建男
• Other Authors: 黃承傳
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/54820656637664506560

碩士 === 國立交通大學 === 管理學院碩士在職專班運輸物流組 === 94 === In the business management of service industry, the relationship is the main foundation and one of the key factors in marketing. The concept of “Relationship Marketing” is to establish constant long-term relationship with every customer by mutual benefit. The main content of this study is to use “The Trust-Relationship Commitment Theory”, proposed by Morgan & Hunt in 1994, to verify its applicability to Liner Shipping and to explore the relationship and influences among relevant variables. From the viewpoint of Ocean Freight Forwarder, Liner Shipping can inspect if they and how need to strengthen the Relationship Management of customers. A questionnaire survey was conducted by sending to the members of Taipei International Ocean Freight Forwarder & Logistics association, and the collected data was analyzed by statistical techniques, such as factor analysis, consistency analysis, correlation analysis and multiple regression analysis, etc.The main results of this empirical study can be concluded as follows: 1. The Relationship Marketing really exists between Liner Shipping and Ocean Freight Forwarder. 2. “Trust” is the key factor in Relationship Marketing, which is positively influenced by “Shared Values”,“Communication” and negatively influenced by “Opportunistic behavior”. On the other hand, it influences “Relationship Commitment”, “Cooperation”, “Functional Conflict” and “Decision-Marking Uncertainty”. 3. Relationship commitment is positively influenced by “Relationship Termination Costs”, “Relationship Benefits” and “Shared Values” and negatively influences “Propensity to Leave” and “Cooperation”. 4. Opportunistic behavior negatively influences “Trust”. In order to maintain the long lasting cooperative partnership, “Opportunistic Behavior” should be avoided.