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Assessing the Service Quality on Customer Satisfaction of Freight Forwarder
Industry in Maritime Transport on Port Klang
Muhamad Faiz Bin Mazlan
Associate Prof. Datin Dr. Norhayati binti Hj. Shariff
Bachelor of Management (Maritime)
School of Maritime Business and Management
Since Maritime transport is considered as one of the most important sectors in Malaysian.
The logistics field in freight forwarder has become a rapid competition especially in Port
Klang area. Service quality plays an important role in getting new customers and maintain
customer loyalty. SERVQUAL model is considered as one of the most common tools to
assess that, which is based on five factors: reliability, assurance, tangibles,
responsiveness and empathy. This thesis makes quality service assessment on customer
satisfaction based on SERVQUAL model. The thesis used a sample of 30 shipping
companies, port operators and freight forwarders/logistics service providers area Port
Klang, employing the triangulation of both mail survey and make a survey at research
area. A total of 105 usable questionnaires were returned and some interviews conducted.
Data were analysed using the SPSS 13.0 software. The result has showed some
weaknesses of those companies especially in the reliability and assurance factor. In
addition, the developed measurement model could serve as a reference for freight
forwarder firms to assess the quality of their services. The results also provide clearer
indications for freight forwarder firms to compete in the market.
1667 | UMT UNDERGRADUATE RESEARCH DAY