随着国际市场贸易竞争的日趋激烈，特别是 2018 年中美贸易战爆发以来， 国际出口货运量的持续下降，第三方物流企业的利润空间逐渐减少，如果仅依赖 降低成本从而取得竞争优势已经不再可行，唯有通过提高物流服务质量才能赢得 市场。马士基集团旗下的第三方物流业务主要服务客户为海外知名品牌五百强客 户，其涵盖零售品牌、服装品牌、运动品牌、玩具品牌等。根据问卷调查结果， 马士基物流深圳当前的顾客感知服务质量为 3.35 分，距离目标 5 分还有一定距 离，基于此，如何科学的分析企业在物流服务中存在的问题，帮助企业提升物流 服务质量，提高客户满意度，这些都是马士基迫切需要解决的问题。 本文以马士基深圳作为研究对象，目标是提升马士基物流服务质量。本文采 取文献研究法、问卷调查法等研究方法，首先对马士基服务质量现状进行调查， 选取服务质量差距模型作为本文研究的理论基础。其次，通过马士基深圳第三方 物流的内部服务指标，分析马士基各项指标数据，总结其服务质量存在的问题。 再次，根据服务质量问卷调查的结果以及服务质量差距模型理论，对管理者认知 差距、质量差距、服务表现差距和营销沟通差距进行深入分析服务质量存在问题 的原因。然后，通过服务质量差距模型，从缩小管理者认知差距、质量差距、服 务表现差距和营销沟通差距的角度，制定符合提升马士基深圳第三方物流服务质 量的提升方案。最后提出服务质量提升计划与保障，确保该方案能被贯彻执行， 从而提高客户的满意度和体验度。 论文所得研究结论对马士基深圳及整个物流行业服务质量提升具有一定的 借鉴意义。对于马士基物流深圳可以通过提高物流服务质量从而保留核心客户， 对于行业内其他物流公司，可以带来一定的参考价值。 关键词：第三方物流，服务质量，服务质量差距模型，马士基MBA 学位论文 作者：吴姗 马士基深圳第三方物流服务质量提升研究 III RESEARCH ON THE IMPROVEMENT OF SERVICE QUALITY OF THIRD PARTY LOGISTICS OF MAERSK SHENZHEN Abstract With the increasingly fierce competition in international markets, especially since the outbreak of the Sino-U.S. Trade war in 2018, the volume of international export freight has continued to decline, and the profit margins of third-party logistics companies have gradually decreased. No matter how viable, only by improving the quality of logistics services can we win the market. The Maersk Group's third-party logistics business mainly serves customers of the top 500 overseas well-known brands, including retail brands, apparel brands, sports brands, and toy brands. According to the results of the questionnaire survey, Maersk Logistics Shenzhen ’s current customer perceived service quality is 3.35 points, which is still a certain distance from the target 5 points. Based on this, how to scientifically analyze the problems in the logistics service of the enterprise and help the enterprise improve the quality of logistics service, Improving customer satisfaction, these are Maersk's urgent problems to be solved. This article takes Maersk Shenzhen as the research object and aims to improve the quality of Maersk's logistics services. This paper adopts literature research methods, questionnaire survey methods and other research methods. Firstly, it investigates the status of Maersk's service quality, and selects the service quality gap model as the theoretical basis of this study. Secondly, through the internal service indicators of Maersk Shenzhen Third Party Logistics, analyze the data of Maersk's indicators and summarize the problems in its service quality. Thirdly, according to the results of the service quality questionnaire survey and the service quality gap model theory, the manager's cognitive gap, quality gap, service performance gap and marketing communication gap are analyzed in depth to analyze the causes of service quality problems. Then, through the service quality gap model, from the perspectiveMBA 学位论文 作者：吴姗 马士基深圳第三方物流服务质量提升研究 IV of narrowing the manager's cognitive gap, quality gap, service performance gap and marketing communication gap, formulate an improvement plan that is consistent with improving the quality of Maersk's Shenzhen third-party logistics services. Finally, the paper puts forward service quality improvement plan and guarantee to ensure that the plan can be implemented, so as to improve customer satisfaction and experience. The conclusion of this paper can be used for reference to improve the service quality of Maersk Shenzhen and the whole logistics industry. For Maersk Logistics Shenzhen, it can retain core customers by improving the quality of logistics services, and it can bring certain reference value to other logistics companies in the industry. Key words: Third Party Logistics, Service Quality, 5Gap Model, MaerskMBA 学位论文 作者：吴姗 马士基深圳第三方物流服务质量提升研究 V 目 录 中文摘要................................................................................................... II Abstract .................................................................................................... III 第一章 绪论..............................................................................................1 1.1 研究背景......................................................................................................... 1 1.2 研究意义......................................................................................................... 2 1.3 研究内容......................................................................................................... 3 1.4 研究方法及思路............................................................................................. 4 1.5 概念界定......................................................................................................... 5 第二章 相关理论......................................................................................8 2.1 服务质量差距模型......................................................................................... 8 2.2 顾客感知服务质量模型............................................................................... 12 2.3 SERVQUAL 理论.......................................................................................... 13 第三章 马士基深圳第三方物流服务质量现状...................................15 3.1 马士基深圳第三方物流............................................................................... 15 3.1.1 马士基集团 .............................................................................................15 3.1.2 马士基深圳第三方物流 .........................................................................15 3.2 马士基深圳第三方物流服务质量现状....................................................... 16 3.3 马士基深圳第三方物流服务质量主要问题............................................... 18 第四章 马士基深圳第三方物流服务质量分析...................................20 4.1 服务质量差距问卷调查............................................................................... 20 4.1.1 问卷设计与实施 .....................................................................................20 4.1.2 统计结果 .................................................................................................22 4.2 服务质量差距模型分析............................................................................... 25 4.2.1 差距 1-管理者认知差距.........................................................................25 4.2.2 差距 2-质量标准差距.............................................................................27 4.2.3 差距 3-服务交易差距.............................................................................28 4.2.4 差距 4-营销沟通差距.............................................................................30 4.2.5 差距 5-感知服务质量差距.....................................................................31MBA 学位论文 作者：吴姗 马士基深圳第三方物流服务质量提升研究 VI 第五章 马士基深圳第三方物流服务质量提升方案...........................33 5.1 服务质量提升方案目标与原则................................................................... 33 5.2 服务质量提升方案策略............................................................................... 34 5.2.1 缩小差距 1 管理者认知差距 .................................................................34 5.2.2 缩小差距 2 质量标准差距 .....................................................................35 5.2.3 缩小差距 3 服务交易差距 .....................................................................37 5.2.4 缩小差距 4 营销沟通差距 .....................................................................39 5.2.5 缩小总差距-感知服务质量差距............................................................40 第六章 马士基深圳第三方物流服务质量提升计划与保障...............41 6.1 提升计划....................................................................................................... 41 6.2 保障措施....................................................................................................... 42 第七章 结论与展望 ...............................................................................45 7.1 主要结论....................................................................................................... 45 7.2 展望............................................................................................................... 47