Research On The Relationship Of Dalian Ro-ro Industry Service Quality,customer Satisfaction And Customer Loyalty

In recent years, with the construction of Dalian port is perfect increasingly, the competition among Ro-ro enterprises, which is oriented by hardware such as the quantity of the ships and capital investment, cannot highlight the enterprise competitive advantage. The Ro-ro enterprises should improve their service quality, customer satisfaction and customer loyalty, in which way they can achieve sustained competitive.Based on the achievement of foreign researchers and considering the status of domestic shipping and the characteristics of Ro-ro industry in Dalian, the reasonable scale of Ro-ro service quality, the model and hypothesis of the research has been established. The Ro-ro service quality is divided into two parts:passenger service quality and freight service quality. Meanwhile, the relationship between the Ro-ro service quality, customer satisfaction and customer loyalty has been explored. Collect data through questionnaire and take the advantage of related statistic software to analyze the reliability and validity of sample in order to test the reliability of scales. Do descriptive analysis, principal component analysis, correlation analysis and regression analysis of the sample.Through empirical analysis, Ro-ro service quality has obvious correlation with customer satisfaction and customer loyalty; while customer satisfaction has obvious correlation with customer loyalty. In the passenger service management part, service quality scale contains five dimensions, namely reliability and tangibility, safety, empathize, corporate social responsibility and responsive; reliability and tangibility and corporate social responsibility influent customer satisfaction and customer loyalty dipper than the other dimensions. In the freight service management part, service quality scale contains six dimensions, namely safety, reactivity and care, empathize, corporate social responsibility and tangibility and reliability; only empathize influent customer satisfaction and customer loyalty shallower than the other.At last, considering the result of empirical analysis, reasonable suggestions which can help the Ro-ro enterprises to implement service management has been give. At meantime, there is some limitation of this thesis and many further research directions has been left.