A study on freight forwarders’ relationship marketing, relationship quality and customer loyalty: The case study on A company
碩士 === 國立臺灣海洋大學 === 航運管理學系 === 102 === As Taiwan is surrounded by sea, it owns the geographical advantage by being located in the median point of the major shipping routes. She has started its shipping industry in the early era of her development. Thus ocean liner related industries have also well d...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2014
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| Online Access: | http://ndltd.ncl.edu.tw/handle/z7jwwn |
| Summary: | 碩士 === 國立臺灣海洋大學 === 航運管理學系 === 102 === As Taiwan is surrounded by sea, it owns the geographical advantage by being located in the median point of the major shipping routes. She has started its shipping industry in the early era of her development. Thus ocean liner related industries have also well developed. Ocean freight forwarding business is one of the major cornerstones in the liner shipping industry which provides various types of freight services to shippers. Ocean freight forwarders mainly engage in importing and exporting cargoes. Forwarders also play an important role in facilitating the seamless linkage between international traders.
Service quality is one of the most important service attributes to customers in the service industry. Using relationship marketing strategy to promote service providers’ relationship with their customers is becoming very popular. Customer satisfaction and customer loyalty are reported to significantly influence the successful management of customer relationship for service providers.
The purpose of this study is to investigate the impact of the relationship marketing dimension and relationship quality dimension on the customer loyalty dimension of a major ocean freight forwarder. The author employs a questionnaire survey technique and use the regression analysis technique to investigate the relationship between these three dimensions. The results show direct positive impact between the relationship marketing and customer loyalty of ocean freight forwarders, and their customer loyalty can be also enhanced through the improvement of their relationship quality with shippers. It can be seen that ocean freight forwarder must improve its relationship marketing and relationship quality and thus the customer loyalty can be increased. Social relationship marketing and structural relationship marketing are two of the important strategies can be used by ocean freight forwarders as competitive tools to create higher customer loyalty and finally the improvement of their profits.
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