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Measuring the Customers’ Willingness to Pay On Freight Forwarder Services:
Pasir Gudang and Johor Bahru Industrial Areas
Siti Zaharah binti Sulaman
Associate Prof. Datin Dr. Norhayati binti Hj. Shariff
Bachelor of Management (Maritime)
School of Maritime Business and Management
This paper focuses on the context of measuring the customer willingness to pay on the
Malaysian freight forwarder services at Pasir Gudang and Johor Bahru industrial areas.
The Malaysian freight forwarder market has experienced great competition not only
among the local freight forwarder companies but the most challenges competition is from
the international freight forwarders. The objectives of this study to find out the customer
satisfaction factors of local freight forwarder that influences customer willingness to pay
in rendering the local freight forwarder services. Besides, it is also to identify the most
significant factors of local freight forwarder services that influence customer willingness
to pay their services. This study using correlation analysis to measure the customer
willingness to pay in rendering the local freight forwarder services. The data collected
were analysed using the social science software package (SPSS 23 version). The result
points out that there is a positive correlation on reliability and pricing which influence
customer satisfaction towards customers’ willingness to pay for local freight forwarder
services. However the pricing strategy shows the most significant factors influence that
the customers to use the local freight forwarder services that influence their willingness
to pay the services. At the same time, greater competitiveness in the local freight
forwarder industry is associated with higher levels of customer satisfaction toward service
providers which local freight forwarders need to craft their own strategies to withstand
the intense competitive situation.
1661 | UMT UNDERGRADUATE RESEARCH DAY