Analysis of Shippers’ Decision-Making Behavior - An Empirical Study on Major Textile Companies

• Main Authors: Hong-Chang Li, 李宏昌
• Other Authors: Taih-Cherng Lirn
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/v6264c

碩士 === 國立高雄第一科技大學 === 運籌管理所 === 96 === Ocean carriers play an important role during the rapid growth of international trade in Taiwan. More than 99% of export cargos are transported by ocean vessels. This study empirically investigates into the decision-making behavior of shippers from major Taiwanese textile companies’ perspective. The research findings can be used to help ocean container carriers improve their service products. The relative weights of major service attributes are identified by employing the analysis hierarchy process technique. The results indicated that “transit time and accuracy” to be the most important service attribute, followed by “accurate documentation”, “service cost”, “direct sailing”, and “ability on handling small cargo consignment.” Using “importance-performance analysis” (IPA) matrix, all service attributes are taxonomized into four quadrants. Four service attributes are located in “possible overkill” quadrant, five service attributes are located in “keep up the good work” quadrant, four service attributes are located in “low priority” quadrant, and five service attributes are located in “concentrate here” quadrant. The “concentrate here” quadrant contains “knowledgeability of sales personnel”, “service cost”, “freight loss and damage”, “ability on handling small cargo consignment”, and “direct sailings” service attributes. If only limited resources are available, ocean container carriers should firstly improve service attributes in “concentrate here” quadrant which has a high leverage effect on the carriers’ overall service quality.