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Title: An Evaluation of Key Service Attributes of Ocean Container Carriers from the Ocean Freight Forwarder's Perspective
Authors: Cheng-Chi CHUNG;Yi-Shih CHUNG;An-Na TAI
Contributors: 國立臺灣海洋大學:航運管理學系
Keywords: ocean container carriers;ocean freight forwarders;maritime marketing strategies
Date: 2011
Issue Date: 2017-05-22T07:46:44Z
Publisher: Logistics and Freight Transportation
Abstract: The dramatic decrease in global demand due to the financial tsunami of 2008 forced the ocean container carriers (OCCs) to re-examine their maritime marketing strategies. In an attempt to help the OCCs establish effective marketing strategies, this study conducted a survey regarding the ocean freight forwarders’ (OFFs) needs on the OCCs’ service. An evaluation framework with 21 attributes was developed based on the concept of marketing mix. The fuzzy Delphi method and DEMATEL were adopted to synthesize the OFFs’ opinions and examine the perceived causal relationships between the attributes. The analysis results showed that sales representative’s expertise and transportation reliability are the most important attributes valued by the OFFs instead of transportation fee. The OFFs with various characteristics have different perspectives on the importance of attributes and their causal relationships. The results reflect the distinct capabilities of handling cargoes and negotiation powers in dealing with business partners of various-sized companies.
Relation: 9 pp.605-620
Appears in Collections:[Department of Shipping and Transportation Management] Periodical Articles

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