SHIPPER AND FREIGHT FORWARDER CRITERIA FOR SELECTING A CARRIER

Abstract

In Thailand, there are no benchmarks for ocean carrier service selection criteria, as each carrier has its different conditions and characteristics. This research was conducted to test the relationship between ocean carrier selection criteria and customer intention to choose the ABC Company’s carrier service. Seven variables were used: Freight Rate, Customer Service, Operation, Reputation, Infrastructure, Schedule, and IT & Communication. The study also compared the perceptions of each variable by shippers and freight forwarders. A Questionnaire survey was used to collect data from 303 ABC shipper and freight forwarder customers, all located in Bangkok. Reputation was found to be the influential factor on customer intention to select a shipper and freight forwarder. However, Customer service and IT & Communication were perceived differently by the two customer groups.