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An evaluation of ocean container carrier selection criteria:an Indian shipper's perspective

机译：印度集装箱船承运人对远洋集装箱承运人选择标准的评估

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Purpose - The purpose of this paper is to assist ocean container carriers in devising effective marketing strategies to attract and retain Indian shippers by letting them understand the list of criteria Indian shippers use in the carrier selection decisions and also the amount of importance they assign to each criterion during such decisions. Design/methodology/approach - To explore the criteria, review of transportation literature, customer satisfaction survey questionnaires of container carriers and SERVQUAL battery was undertaken. Telephonic interviews and focus group interview were also conducted for this purpose. In order to evaluate the criteria, analytic hierarchy process (AHP) was used. In the AHP, the pairwise comparisons were carried out by another focus group with the help of a questionnaire. For AHP calculations, the Expert Choice 11.5 software was used. Findings - Indian shippers use 45 criteria in the container carrier selection process and out of these, low freight is ranked as the most important criterion and pricing flexibility is the second most important one. In the list, these are the only two criteria found to be with more than 10 per cent importance. The least importance is given to five criteria: gifts and compliments, online booking, physical facilities, professional appearance and trade announcements which are weighed with 0.10 per cent importance. The paper has explored and added several new carrier selection criteria to the existing transportation literature. Practical implications - The paper enables container carriers to understand various criteria Indian shippers use in the container carrier selection decisions along with their relative importance in such decisions. It also helps container carriers to decide which criterion is to be given priority and which not while devising their marketing strategies for Indian market. This decision is vital to maximize shippers' satisfaction. Originality/value - The paper is the first ever carrier selection study undertaken in India and is expected to open up enormous scope for future research.
机译：目的-本文的目的是通过帮助印度洋托运人了解印度托运人在承运人选择决定中使用的标准清单，以及它们对每个托运人的重视程度，来协助海洋集装箱承运人制定有效的营销策略以吸引和留住印度托运人。这样的决定中的标准。设计/方法/方法-为探讨标准，对运输文献进行了回顾，对集装箱运输工具和SERVQUAL电池进行了客户满意度调查问卷。为此还进行了电话采访和焦点小组采访。为了评估标准，使用了层次分析法（AHP）。在AHP中，另一个焦点小组在问卷的帮助下进行了成对比较。对于AHP计算，使用了Expert Choice 11.5软件。调查结果-印度托运人在选择集装箱承运人过程中使用了45条标准，其中低运费是最重要的标准，而价格灵活性则是第二重要的标准。在清单中，这是唯一被发现重要性超过10％的两个标准。最不重要的是五个标准：礼物和称赞，在线预订，实体设施，专业出场和商业公告，其权重为0.10％。本文已经探索并在现有的运输文献中增加了一些新的承运人选择标准。实际意义-本文使集装箱运输公司能够理解印度托运人在选择集装箱运输公司决定中使用的各种标准，以及它们在此类决定中的相对重要性。它还可以帮助集装箱运输公司在为印度市场制定营销策略时，决定优先考虑哪个标准，而不是优先考虑哪个标准。这一决定对于最大化托运人的满意度至关重要。原创性/价值-该论文是印度进行的首次载体选择研究，有望为未来的研究打开广阔的空间。

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