物流業者顧客溝通能力與業務創新能力對關係品質之影響研究

Abstract

關係行銷理論的實證研究甚多，但卻較少見從資源運用能力，例如溝通能力與服務創新能力，去討論關係品質提升的實證研究，尤其對物流服務這個產業。因此本研究將提議一個探討物流服務廠商溝通能力與服務創新能力提升對顧客關係品質之影響的模型。從實證資料的收集分析，佐證此模型各變數的解釋能力，以提供物流服務廠商經營策略的制定參考。本研究以台灣企業為研究對象，進行回歸模型分析。我們發現有效溝通能力對關係品質 (信任) 的提升有顯著的影響，而信任能夠進一步影響企業對物流廠商的關係承諾；信任也能透過關係品質 (依賴) 間接地影響企業對物流廠商的關係承諾。然而，服務創新能力卻不會顯著影響依賴與關係承諾。因此，物流服務廠商的有效溝通能力在研究模型中比服務創新能力更為重要，物流服務廠商需與企業建立良好的溝通管道，即時向企業溝通解決方案; 透過良好的溝通使企業信任物流服務廠商，進而產生依賴，並進一步對物流服務廠商產生長期的關係承諾。本研究僅以橫斷面 (Cross-sectional Research) 的資料作為實證的依據，只衡量一段期間內企業對物流服務廠商的認知評價，較無法了解從縱斷面 (Longitudinal Research)下評估關係承諾長期的影響，因此限制了推論的全面基礎。故本研究建議後續研究，應進一步採用縱斷面研究方法，跨地區研究維度，以建構更完整的理論架構。There are many empirical studies on relationship marketing theory, but rare empirical research discusses the improvement of relationship quality from competitive capabilities especially in the logistics service industry. Therefore, this study proposes a model that explores the effective communication and service innovation capabilities of logistics service providers (LSPs) to improve the quality of customer relationship. By the collection and analysis of empirical data, this research model is proved to provide a reference for LSPs to formulate business strategies.This research mainly adopts regression models to analyze the measurement scales. A total of 34 effective company samples in Taiwan are collected. Results show effective communication capability has a significantly positive impact on the relationship quality of trust. Trust will then affect the company’s commitment to the LSPs. Trust can also affect commitment through dependence. However, service innovation capability does not significantly affect both dependence and commitment.This study implies that effective communication capability plays a more important role than service innovation capability in Taiwan. Therefore, LSPs need to put more focus on building good communication channels over innovation in priority. We can also see that trust is important in forming company’s commitment which is fully mediated by dependence. Therefore, LSPs are desirable to provide cost and price level reduction or increase relational benefits to raise company’s level of dependence on them. In conclusion, effective communication makes company trust the LSPs and invest more on them. As the accumulation of investment, company will become dependent on the LSP and gradually turn from satisfied customers to loyal customers.