Document Type
Article
Publication Date
2007
Source Publication
Journal of Global Marketing
Source ISSN
0891-1762
Abstract
Firms involved in international logistics must develop a system of service attributes that give them a way to be profitable and to satisfy customers’ needs at the same time. How customers trade-off these various attributes in forming satisfaction with competing international logistics providers has not been explored well in the literature. This study explores the ocean freight shipping sector to identify the system of attributes that maximizes customers’ satisfaction. Data were collected from shipping managers in Singapore using personal interviews to identify the chief concerns in choosing and evaluating ocean freight services. The data were then examined using neural networks and decision trees, among other approaches to identify the system of attributes that is connected with customer satisfaction. The results illustrate the power of these methods in understanding how industrial customers with global operations process attributes to derive satisfaction. Implications are discussed.
Recommended Citation
Durvasula, Srinivas; Lysonski, Steven; and Mehta, Subhash, "Competitive Positioning in International Logistics: Identifying a System of Attributes Through Neural Networks and Decision Trees" (2007). Marketing Faculty Research and Publications. 22.
https://epublications.marquette.edu/market_fac/22
Comments
Accepted version. Journal of Global Marketing, Volume 20, No. 1 (2007): 75-89. DOI. © 2007 Taylor & Francis (Haworth Press). Used with permission.