港口ESG政策對企業形象之影響-以臺中港為例

一、研究目的:本研究旨在了解港口用戶對於港口管理單位執行ESG的觀感與想法，探討執行ESG對於企業形象、服務品質與顧客滿意度之影響，以及各港口用戶對各構面之認知程度是否存有差異，最後提出結論及具體建議，以作為港口管理單位未來之策略方針與評估參考。
二、研究方法:本研究經蒐集相關資料後設計問卷進行調查，採便利抽樣法，研究的對象係以在臺中港區經營船舶貨物裝卸承攬業、貨櫃集散站經營業、船務代理業、報關業及船舶運送業等為主。
三、研究結果:本研究利用統計套裝軟體SPSS及SMARTPLS將回收問卷進行分析、統整、驗證，共回收141份有效問卷，實證結果發現港口用戶認為執行ESG對企業形象及服務品質有正面影響，企業形象、服務品質確實對於ESG與顧客滿意度的關係產生中介效果，且會進一步影響港口用戶的顧客滿意度。
四、研究貢獻:過往研究未有以環境、社會、公司治理 (ESG) 評估港口之發展，本研究結果顯示港口用戶對於港口管理單位執行ESG政策皆給予正向評價，港口管理單位若能將ESG做得更好，可使企業形象及服務品質提高，進而提升港口用戶滿意度，另外填答者背景資料分析年齡變項上發現，以60歲以上之填答者對於ESG 公司治理向之成果肯定較高，而21-30歲之填答者對於ESG 公司治理向之成果肯定則較低。

Purpose: This study aims to understand the perceptions and thoughts of port users regarding the implementation of ESG by port authority. It explores the impact of ESG implementation on corporate image, service quality, and customer satisfaction, and examines whether there are differences in awareness of each aspect among port users. Finally, conclusions and specific suggestions are put forward to serve as a reference for the future strategic direction and evaluation of port authority.
Method: This study designed a questionnaire survey after collecting relevant information and adopted convenience sampling. The subjects of the study were Stevedores, Container Terminal Operators, Shipping Agencies, Customs Brokers, and Vessel Carriers in Taichung Port.
Findings: This study used SPSS and SMARTPLS software to analyze the returned questionnaires. A total of 141 valid questionnaires were collected. The results indicate that port users believe the implementation of ESG positively impacts corporate image and service quality. It also has a mediated effect on the relationship between ESG and customer satisfaction, and it will further affect the satisfaction of port users.
Contribution: The results of this study showed that port users have a positive evaluation of the implementation of ESG policies by port authority. If port authority can enhance their ESG practices, they can improve their corporate image and service quality, thereby increasing port user satisfaction. Additionally, the analysis of the age variable in the respondents' background information revealed that respondents aged 60 and above, have higher evaluations of ESG governance, while those aged 21-30 are less certain about the achievements of ESG governance.