An evaluation of service attributes in a partnering relationship between maritime firms and shippers in Taiwan

An evaluation of service attributes in a partnering relationship between maritime firms and shippers is important to for a sustained relationship. This study explored the perceptional differences between maritime firms and shippers with regard to the importance of and satisfaction with service attributes. Results indicated that the relative importance of service attributes differed between shippers and maritime firms. Maritime firms rated ability of sales representatives to handle problems as the most important item, whereas shippers viewed accurate documentation as most important. An examination of differences between shippers' and maritime firms' satisfaction levels with service attributes revealed significant differences in knowledgeability of sales personnel, ability of sales representatives to handle problems, simplification of tariffs, ability to provide non-standard equipment, computer EDI interface, frequency of sales representatives' calls to shippers, good condition of containers, and advertising in newspapers or magazines.