항만의 서비스 역량이 재구매의도에 미치는 영향에 관한 연구: 부산항을 중심으로

Abstract

In recent years, main port in the world are changing from the nationalization to the privatization for port competition. As the operations of the ports are privatized, the operators in the ports are competing in order to host more customers. Under such circumferences, it is preferred that the operators set plans to provide the customized services to the customers by precisely recognizing and analyzing the needs of the customers for the bright futures of the ports rather than to host the customers by just lowering the freights. So, the studies on the service capabilities, the customer trusts and customer satisfactions, the repurchase invention or something in terms of the ports should be first conducted now that they are the basis for obtaining service competitiveness for the hosts of the customers of the ports. The purposes of the present studies are as follows. First of all, the statuses of the customers of the ports are studied. Second of all, the service capability, the customer trust, the customer satisfaction, the repurchase intension or something are first performed for the purpose of setting a theoretical system. Third of all, the research models are drawn from the set theoretical system, and the hypothesis based on the research model are set. Fourth of all, the surveys are conducted on the customers for the verifications of the hypothesis, which is called empirical analysis. Fifth of all, strategies are set for enforcing the competitiveness of the ports based on a result of the analysis. The collection groups consist of the enterprises and the business bodies registered in the associations and involved in the shipping industry such as the Korea ship owner's association, and the Korean ship manager's association as of 2011. The statuses of the environment change, status, etc. of the ports were checked in order to achieve the purposes of the present studies, and each variable and the relationships with the variables were studied with the preceding studies, and the empirical analysis was conducted by way of the surveys. As a method for analyzing the surveys conducted on the customers who used the ports, the statistic analysis packages called AMOS 7.0 and SPSS 15.0 were used. As an analysis method for the empirical analysis, a frequency analysis for analyzing the ordinary status, the factor analysis for validity verification of the measurement tools, and the coefficient α of Cronbach for reliability verification were applied, and the regression analysis was also used. The present studies aimed to analyze on how the service capabilities of the ports affect the customer's trust, the customer's satisfaction and the repurchase intention have extracted the variables and the measurement items from a lot of the preceding studies conducted on the other industries, part of which were modified depending on the views from the ports and the statuses of the ports, so the measurements were conducted. Consequently, it is needed to develop a precise measurement which can be applied to similar industries. In term of the customers who generally use the ports based the contracts of nowadays, shipping companies, freight forwarders and agents might be representatively classified out; however it was tried to proceed with the studies by the characteristics of ports and the business types on the ports, that the customers recognize, in such a way to survey the lists of the customers who used corresponding ports by classifying the representing companies; however there were limits in clarifying the structures of the groups which might represented the customers by the types of business. So, it is needed to conduct the precise studies thereon.