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Evaluation of main factors affecting the choice of a freight forwarder: A Sri Lankan exporter's perspective

机译：对影响货运代理选择的主要因素的评价：斯里兰卡出口商的观点

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The intermediary role performed by freight forwarders in exportation has become significant in fulfilling businesses' supply chain needs in this dynamic world. Since the success of exporter's business is at present, highly reliant on supply chain optimization, cost efficiency, profitability, consistent service and responsiveness, the decision of selecting the most beneficial freight forwarder has become crucial for exporters. In order to identify and prioritize key factors which have affected the exporter's decision in selecting freight forwarders in Sri Lankan context, Sri Lankan export industry was stratified into 22 sectors based on commodity using stratified sampling technique. One exporter from each sector was then selected using judgmental sampling to have a sample of 22. Factors which were identified through a pilot survey, was organized under 6 main criteria. A questionnaire was basically developed as pairwise comparisons using 9-point semantic differential scale and comparisons were done within main criteria and sub criteria. After a pre-testing, interviews and e-mail questionnaire survey were conducted. Data were analyzed using Analytic Hierarchy Process to determine priority vectors of criteria. Customer service was found to be the most important main criterion for Sri Lankan exporters. It was followed by reliability and operational efficiency respectively. The criterion of the least importance was company background and reputation. While small sized exporters pay more attention to rate, reliability is the major concern among medium and large scale exporters. Irrespective of seniority of the exporter, reliability is given the prominence. Responsiveness is the most important sub criterion among Sri Lankan exporters. Consistency of judgments with respect to main criteria was verified through consistency ratio, which was less than 10%. Being more competitive, freight forwarders should come up with customized marketing strategies based on each target grou- 's requirements and expectations in offering services to retain existing exporters and attract new exporters.
机译：出口货运代理商执行的中介作用在实现这种充满活力的世界中履行业务的供应链需求方面变得非常重要。由于出口商的业务成功目前，高度依赖于供应链优化，成本效率，盈利，一致的服务和响应能力，选择最有益的货运代理的决定对出口商变得至关重要。为了识别和优先考虑影响出口商决定在斯里兰卡背景下选择货运代理的关键因素，斯里兰卡出口行业使用分层采样技术基于商品基于商品分类为22个部门。然后使用判断抽样选择来自每个部门的一个出口国，以进行22个样本。通过试点调查确定的因素，在6个主要标准下组织。问卷基本上被开发为使用9点语义差异规模的成对比较，并且在主要标准和子标准中进行了比较。在预先测试后，进行了面试和电子邮件调查。使用分析层次结构进行分析数据以确定标准的优先级向量。被发现客户服务是斯里兰卡出口商最重要的主要标准。其次是可靠性和运行效率。最重要的标准是公司背景和声誉。虽然小型出口商更多地关注速度，但可靠性是中型和大规模出口商之间的主要问题。无论出口国的资历如何，都赋予了可靠性。响应能力是斯里兰卡出口商中最重要的子标准。通过一致性比率验证了关于主要标准的判决的一致性，持续比例低于10％。更具竞争力，货运代理人应根据各种目标Grou的要求和预期提出定制营销策略，以保留现有出口商并吸引新出口商。

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