Service Quality Measurement Maritime Transportation: A Case Study of the Transshipment Port in Songkhla
Keywords:
Service Quality, Marine Logistics, Quality Function Deployment, Analytic Hierarchy Process, Marine TransportationAbstract
Transshipment port of Thailand is the one of the most important port in ASEAN. Mostly, import and export of Thailand international trade are shipped by marine container services. Performance of marine logistics system will be competitively in the global market if marine logistic companies in Thailand will response to all customer needs. For the reason, this research aims to study service quality of maritime transportation in Songkhla province. Five-dimension factors of the SERVQUAL tool are adopted to measure service quality performance of shipping and forwarder agents. To complete this study, an integrated method between Quality Function Deployment and Analytic Hierarchy Process is applied to analyze and compare factors that affect to marine transportation. For data collection, we use both of questionnaires and interviews to gather requirements from specialists who consolidate and ship customer products with container system. The result showed prioritized vital factors are Assurance (0.24), Reliability (0.22), Responsiveness (0.22) Empathy (0.22), and Tangibles (0.09) respectively. In addition, from the point of customer views, international shipping documents process and the order processing are the most significant process in the marine transport with 18 %.
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