abstract:Taiwan is a trade oriented country. Goods must be transported from enterprises to overseas marketing through shipping industry. International shipping industry plays an important role on assisting enterprises for logistics and supply chain management. Taiwanese mid-small enterprises reach more than one million, it is impossible to be effectively in consolidating LCL parcels into containers. Therefore, connecting mid-small enterprises with international carriers through ocean-freight forwarders as intermediary is a must. This study focused on applying Fuzzy Zone of Tolerance (FZOT) to systematically explore the overall service quality of Taiwanese ocean-freight forwarder industry. This study surveyed the shipper's needs and develop the qualify perspective by using factor Analysis. There are four dimensions observed: convenience of operation process, aggregated service, excellent transit handling and rationalization of Freight rate. Based on these factors, the FZOT is utilized to explore shipper's needs on the service quality. The results of study revealed that the five priority improved items are: EDI (Electronic Data Interchange) and cargo tracing service, availability of cargo space, the competency of emergency handling, the ability of claims handling and freight rate.