| Summary: | 碩士 === 國立臺灣海洋大學 === 航運管理學系 === 106 === The purpose of this study is to identify the relationship between service quality, relationship quality and customer loyalty. It is believed that "trust", "commitment" and "customer satisfaction” are the main variables to successful relationship marketing. This study divides the measurement of relationship quality into these variables to identify the influence of service quality and relationship quality toward freight forwarder’s customer loyalty in the maritime industry. The results show that service quality doesn’t impact customer loyalty directly but might affect customer loyalty indirectly by increasing customer satisfaction. However, service quality has a positive influence on trust, and trust has a positive influence on commitment. Moreover, trust can not affect customer loyalty, but can affect customer loyalty indirectly by enhancing commitment. In addition, this study confirms that corporate reputation has a significant moderated effect between trust and commitment. The process and results of this study are organized and presented in this thesis as a reference for practitioners and future research.
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