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題名：服務品質與服務補救對顧客忠誠度影響之研究—以基隆港郵輪乘客為例
作者：邱明仁
作者(外文)：Chiou, Ming-Ren
校院名稱：國立臺灣海洋大學
系所名稱：航運管理學系
指導教授：趙時樑
游明敏
學位類別：博士
出版日期：2022
主題關鍵詞：郵輪；服務品質；顧客滿意度；顧客忠誠度；服務補救；結構方程式；網路資料包絡分析；Cruise shipping；service quality；service recovery；customer loyalty；structural equation modeling (SEM)；network data envelopment analysis (NDEA)
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隨著郵輪旅遊近年來的快速發展，郵輪市場的競爭也日益激烈，雖然自2019年起受到COVID-19疫情影響使得國際郵輪市場暫時受到衝擊，但在各國防疫措施的積極推行下，預期未來郵輪市場仍會持續有發展潛力。在競爭激烈的郵輪市場中，郵輪業者如何提供穩定優良的服務品質並滿足旅客服務需求以提升滿意度相當重要，維持顧客的忠誠度亦是郵輪業者日益重視的議題。此外，由於受到天候與海象之影響，服務失誤在郵輪服務傳遞過程中常會發生，因此，航商之服務補救措施對顧客之忠誠度也可能會有影響。本研究旨在探討郵輪業者所提供之服務品質對顧客忠誠度的影響，另納入滿意度與服務補救對忠誠度影響之考量。本研究先透過結構方程式建構包含服務品質、顧客滿意度、顧客忠誠度與服務補救等構念之間的研究模式，並提出五項假說。本研究以基隆港郵輪乘客為對象進行實證分析，實證分析結果顯示，服務品質對顧客滿意度與顧客忠誠度均有顯著的正向影響，顧客滿意度對顧客忠誠度也有顯著的正向影響，而服務補救對顧客滿意度與顧客忠誠度有顯著的正向影響。本研究另將研究模式轉換為網路資料包絡分析(Network Data Envelopment Analysis, NDEA)模式據以進行樣本群之標竿分析。結果顯示，就旅客之教育程度而言，教育程度較低的旅客對於服務品質之平均差額值相對較低，但卻有著相對高之顧客忠誠度，教育程度較高的旅客則對服務品質之平均差額值相對較高，但該群之顧客忠誠度卻相對低；就旅客之平均月收入而言，中高月收入之旅客對於服務品質之標竿值相對最低，而月收入較高之旅客對於顧客忠誠度標竿值相對最低。本研究之研究結果可供郵輪產業相關業者作為及發展後續改善策略之參考。
Taking cruise ships has become a popular way for leisure and vacations. Although the global cruise market was suffered by Covid-19 from 2019 to 2020, the global cruise industry still has great development potential. In response to the fierce compitation in the market, providing stable and excellent service quality is important for cruise operators because it can not only satisfy customers but also strengthen the loyalty of their customers. This study established a research model to ascertain the impact on of service quality and service recovery provided by cruise operators on the loyalty of their customers. Customer satisfaction is included in the research model to examine the mediated effect on the relationship between service quality and customer loyalty. An empirical survey was carried out by collecting samples in the passenger terminal in Keelung Port. Afterwards, a Structural Equation Modeling (SEM) analysis estimate the path coefficients and validate the five hypotheses proposed in this study. The results demonstrated that for cruise carriers, service quality and service recovery both had positive impacts on customer loyalty. In addition, the effect of service quality was also mediated by customer satisfaction toward customer loyalty. Afterwards, the SEM model was transformed into a Network Data Envelopment Analysis (NDEA) model to measure the benchmark of each sample whch is categorized by education and income levels respectively. In terms of education level, the results showed that passengers with low education levels had relatively low slacks of service quality, but had a relatively high awareness of customer loyalty. On the contrary, passengers with high education levels had relatively high slacks of service quality, but had relatively low slacks of customer loyalty. In terms of income level, passengers with middle-high income levels have relatively low benchmark values of service quality, and passengers with high-income levels have relatively low benchmark values of customer loyalty.
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