The Evaluation of International Freight Forwarders Selection Criteria for Shipper in Thailand

Abstract

The purposes of this research were to identify factors of freight forwarder quality’s services, and to study how shipper’s selection affects freight forwarder services. This research consisted of seven subordinate objectives including 1) to study freight forwarder selection criteria related to six dimensions of SERVQUAL evaluation; 2) to study customers’ satisfaction in overall price and service evaluated for freight forwarders selection criteria; 3)to explore the important level on six dimensions of SERVQUAL which are an analysis of services decision making; 4) to explore the level of importance on overall customer’s satisfaction; 5) to identify the relationship between perceived service under key services quality attributes of shippers and 7Ps evidence in marketing affect customer satisfaction; 6) to identify the relationship between expected service factors(7Ps) and W.O.M. affecting six dimensions of SERVQUAL; and 7) to study the differece of demographic of shipper perspectives. The conceptual framework in this research was developed from SERQUAL, marketing mix for finding the results of selection criteria for international freight forwarders and relational performance on customer satisfaction as well as loyalty in Business to Business (B2B). The rapid increase amount of importing and exporting business in Thailand made IFFs industry grow up in 3PLs logistics market. This research focused on how to develop marketing strategies in competitive market.