A Study of Relationship Marketing Between Liner Shipping and Ocean Freight Forwarder
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....
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ndltd-TW-094NCTU57250042016-05-27T04:18:35Z http://ndltd.ncl.edu.tw/handle/54820656637664506560 A Study of Relationship Marketing Between Liner Shipping and Ocean Freight Forwarder 定期航運業對海運承攬運送業關係行銷之研究 Chien-Nan Chen 陳建男 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. 黃承傳 2006 學位論文 ; thesis 79 zh-TW |
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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.
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author2 |
黃承傳 |
author_facet |
黃承傳 Chien-Nan Chen 陳建男 |
author |
Chien-Nan Chen 陳建男 |
spellingShingle |
Chien-Nan Chen 陳建男 A Study of Relationship Marketing Between Liner Shipping and Ocean Freight Forwarder |
author_sort |
Chien-Nan Chen |
title |
A Study of Relationship Marketing Between Liner Shipping and Ocean Freight Forwarder |
title_short |
A Study of Relationship Marketing Between Liner Shipping and Ocean Freight Forwarder |
title_full |
A Study of Relationship Marketing Between Liner Shipping and Ocean Freight Forwarder |
title_fullStr |
A Study of Relationship Marketing Between Liner Shipping and Ocean Freight Forwarder |
title_full_unstemmed |
A Study of Relationship Marketing Between Liner Shipping and Ocean Freight Forwarder |
title_sort |
study of relationship marketing between liner shipping and ocean freight forwarder |
publishDate |
2006 |
url |
http://ndltd.ncl.edu.tw/handle/54820656637664506560 |
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