| Summary: | 碩士 === 國立臺灣海洋大學 === 航運管理學系 === 97 === This research empirically evaluates the correlation between service quality and switching barriers in relation to customers’ loyalty in the ocean freight forwarding industry. It uses information by shippers to investigate the differences between the two above-mentioned interactions. The questionnaire survey includes 93 customers of Pacific Star Express Corp. The methods of data analysis in this thesis are descriptive statistics, reliability analysis, validity analysis, factor analysis, correlation analysis and analysis of variance. The findings of this research indicate that service quality and switching barriers both have a significant correlation with customers’ loyalty. In the correlation between service quality and customers’ loyalty, there are significant differences among the shippers of different Volume ratio of consignments. In the correlation between switching barriers and customers’ loyalty, there are significant differences among the shippers of different company age and different volume ratio of consignments. Finally, this research proposes some suggestions for actual practice and subsequent research focus and direction.
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