항만물류 품질요인이 신뢰를 매개로 고객충성도에 미치는 영향

Abstract

Today, companies have become more complex and diversified in their industrial structure and rapid internationalization has been achieved. As a result, global companies targeting the world have emerged and the importance of international logistics has begun to emerge. The highest proportion of logistics is transportation and the shipping market is the largest part of this transportation. Today, ports have limitations in evaluating competitiveness only by expanding facilities and reducing rates. The physical requirements of ports have been leveled due to competitive over-investment in port facilities and back-up complexes around the world. In the end, the era of securing competitiveness by only physical investment of port has passed and now intangible competitiveness such as service quality is emphasized. The purpose of this study is to analyze the effects of port logistics service quality factors on customer trust and customer loyalty by focusing on maintaining existing customers and enhancing loyalty, which are the core of defensive strategies, based on the results of previous studies, and to present basic data necessary for establishing management strategies for enhancing competitiveness of Busan New Port Container Terminals. This study divided the port logistics service quality into system quality, information quality, and service quality based on Information System Success Model and SERVQUAL Model. System quality was divided into Convenience, Flexibility and Reactivity, information quality was divided into Accuracy and Usefulness, service quality was divided into Empathy, Tangibles, Reliability, Responsiveness and Assurance. In addition, the relationship between customer trust and customer loyalty was empirically analyzed by dividing customer trust into cognitive trust and emotional trust. The sample of this study was a survey of prehistoric, agency, shipper and forwarder who had experience using Busan New Port. The result of this study are as follows. First, the hypothesis that system quality will have a significant impact on cognitive trust was adopted, but the hypothesis that it will have a significant impact on emotional trust was partially adopted. Second, all the hypotheses that information quality will have a significant effect on cognitive trust were partially adopted. Third, both the hypothesis that service quality will have a significant effect on cognitive trust and the hypothesis that it will have a significant effect on emotional trust were adopted. Fourth, all the hypotheses that cognitive trust and emotional trust will have a significant effect on customer loyalty were adopted. Fifth, cognitive trust played a partial mediating role between Convenience, Flexibility, Accuracy, Empathy and customer liyalty, and emotional trust played a partial mediating role between Convenience, Flexibiity, Usefulness, Empathy and customer loyalty. Therefore, in order to increase customer loyalty of container terminals in Busan New Port, it is necessary to manage not only customer trust but also Convenience, Flexibility, Accuracy, Usefulness and Empathy.