Thailand has become one of the world’s most significant production bases and therefore, must rely on international sea transportation to move cargo. The primary goal of this paper is to develop a structural equation model to examine how service quality, relationship quality, and customer satisfaction affect customer loyalty. The study sampled 2,029 subjects— company managers, service users, and freight forwarders—in three specific industries: computer and electronics components, automotive and original equipment, and agricultural products. It deployed quantitative research methods and applied a seven-point rating scale in a structured questionnaire to analyze the relationships among the variables. The findings indicate that service quality affects both customer satisfaction and relationship quality, which ultimately affect customer loyalty.
Keywords: customer loyalty, customer satisfaction, customer loyalty, customer satisfaction, relationship quality, sea freight forwarders in Thailand, service quality, service qualityAbdel-Maksoud, A., & Kawam, M. (2009). Relationships amongst value creating variables in an international freight forwarding and logistics firm: Testing for causality. Journal of Applied Management Accounting Research, 7, 63-–78.
Allameh, S. M., Pool, J. K., Far, B. T., & Jamshidi, H. (2012). Analyzing the impact of personal interactions quality on customer’s satisfaction and loyalty with the mediator role of communications quality. Journal of Basic and Applied Scientific Research, 2, 5743-–5749.
Asubonteng, P., McCleary, J. K., & Swan, E. J. (1996). SERVQUAL revisited: A critical review of service quality. Journal of Services Marketing, 10, 62-–81. doi: 10.1108/08876049610148602
Banomyong, R., & Supatn, N. (2011). Selecting logistics providers in Thailand: A shippers` perspective. European Journal of Marketing, 45, 419-–437. doi: 10.1108/03090561111107258
Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107, 238-–246.
Bloemer, J., De Ruyter, K., & Wetzels, M. (1999). Linking perceived service quality and service loyalty: A multi-dimensional perspective. European Journal of Marketing, 33, 1082-–1106.
Bollen, K. A. (1989). Structural equations with latent variables. Hoboken, NJ: John Wiley & Sons.
Boxer, I., & Rekettye, G. (2011). The relation between perceived service innovation, service value, emotional intelligence, customer commitment and loyalty in b2b. Journal of Services and Operations Management, 8, 222-–256. doi: 10.1504/IJSOM.2011.038573
Brady, M. K., & Cronin, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(x), 34-–49.
Caceres, R. C., & Paparoidamis, N. G. (2007). Service quality, relationship satisfaction, trust, commitment and business‐to‐business loyalty. European Journal of Marketing, 41, 836-–867. doi: 10.1108/03090560710752429
Chen, C. H., & Lee, H. Y. (2008). Empirical analysis of the customer loyalty problem in the international logistics market. WSEAS Transaction on Business Economics, 4(x), 113-–123.
Chen, S. C., & Quester, P. G. (2006). Modeling store loyalty: Perceived value in market orientation practice. Journal of Services Marketing, 20, 188-–198. doi: 10.1108/08876040610665643
Copeland, M. T. (1923). Relationship of consumer’s buying habits to marketing methods. Harvard Business Review, 1, 282-–289.
Customs Department. (2016). Statistics cargo arrivals of Thailand. Ministry of Finance Retrieved from http://internet1.customs.go.th/ext/Statistic/StatisticIndex2550.jsp
Dabholkar, P. A., Shepherd, C. D., & Thorpe, D. I. (2000). A comprehensive framework for service quality: An investigation of critical conceptual and measurement issues through a longitudinal study. Journal of Retailing, 76, 139-–173. doi: 10.1016/S0022-4359(00)00029-4
Dotchin, J. A., & Oakland, J. S. (1994). Total quality management in services: Part 3: Distinguishing perceptions of service quality. International Journal of Quality & Reliability Management, 11, 6-–28. doi:10.1108/02656719410057926
Farn, C. K., & Huang, L. T. (2009). A study on industrial customers loyalty to application service providers – The case of logistics information services. International Journal of Computers, 3, 151-–160.
Flavián, C., Guinalíu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & Management, 43, 1-–14. doi: 10.1016/j.im.2005.01.002
Garga, E., & Bambale, A. J. (2016). The impact of service quality on customer patronage: Mediating effects of switching cost and customer satisfaction. International Journal of Global Business, 9, 39-–58.
Griffin, J. (1995). Customer loyalty: How to earn it, how to keep it. San Francisco, CA: Jossey-Bass Publishers.
Grönroos, C. (1990). Service management and marketing: Managing the moments of truth in service competition. Lanham, MD: Lexington Books.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. I. (2006). Multivariate data analysis (6th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes: An integration of relational benefits and relationship quality. Journal of Service Research, 4, 230-–247.
Hewett, K., Money, R. B., & Sharma, S. (2002). An exploration of the moderating role of buyer corporate culture in industrial buyer-seller relationships. Journal of the Academy of Marketing Science, 30, 229-–239. doi: 10.1177/0092070302303004
Hoyer, W., & MacInnis, D. (2007). Consumer behavior (4th ed.). Boston, MA: Houghton Mifflin.
Hsieh, H. Y., & Li, S. H. (2008). A relative influence of service quality and relationship quality on customers` loyalty for restaurants. Department of Food and Beverage Management, Far East University.
Hu, K. C., & Huang, M. C. (2011). Effects of service quality, innovation and corporate image on customer’s satisfaction and loyalty of air cargo terminal. International Journal of Operations Research, 8(x), 36-–47.
Hu, K. C., & Jen, W. (2010). From the viewpoint of business customers to explore the antecedents of satisfaction and loyalty for the freight shipping industry in Taiwan. Journal of the Eastern Asia Society for Transportation Studies, 8, 10-–11. doi: 10.11175/eastpro.2009.0.141.0
Huang, C. H. (2012). The impact of relationship quality on customer loyalty. Journal of Contemporary Management, 53-–68.
Huang, Y. K., Kuo, Y. W., & Xu, S. W. (2009). Applying importance-performance analysis to evaluate logistics service quality for online shopping among retail delivery. International Journal of Electronic Business Management, 7, 128-–136.
Indian Ports Association. (2013). User/customer satisfaction survey at major port. New Delhi, India.
Information and Communication Technology Center, Ministry of Commerce. (2013). Statistics (2013) main exports of Thailand. Retrieved from http://www2.ops3.moc.go.th/
Ivens, B. S., & Pardo, C. (2007). Are key account relationships different? Empirical results on supplier strategies and customer reactions. Industrial Marketing Management, 36, 470-–482. doi: 10.1016/j.indmarman.2005.12.007
Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management. New York, NY: Wiley.
Jang, H. M. (2011). Relationship management in international supply chains involving maritime transport: The role of logistics service quality, relationship quality and switching barriers in creating customer loyalty (Unpublished xxxx xxxx). Cardiff University, (United Kingdom).
Jirsak, P., & Kolar, P. (2012). Customer orientation and marketing in containerized freight distribution and logistics perspectives of the Czech Republic. Central European Business Review Research Papers, 1, 46-–50.
Juga, J., Juntunen, J., & Grant, D. B. (2010). Service quality and its relation to satisfaction and loyalty in logistics outsourcing relationships. Managing Service Quality: An International Journal, 20, 496-–510.
Kabir, M. H., & Carlsson, T. (2010). Service quality: Expectations, perceptions and satisfaction about service quality at destination Gotland - A case study (Unpublished xxxx xxxx). School of the Humanities and Social Science, Gotland University, Location.
Kaleappan, C. (2006). A study of logistics service quality in container terminal operations. (Unpublished master’s of Business Administration Thesis)., Universiti Sains Malaysia, Location.
Kassim, N., & Abdullah, N. A. (2010). The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e‐commerce settings: A cross cultural analysis. Asia Pacific Journal of Marketing and Logistics, 22, 351-–371. doi: 10.1108/13555851011062269
Kim, G. S. (2007). The service recovery strategies, customer satisfaction, customer loyalty. Asian Journal on Quality, 8, 76-–86.
Kokkinis, G., Mihiotis, A., & Pappis, C. P. (2006). Freight forwarding in Greece: Services provided and choice criteria. EuroMed Journal of Business, 1(x), 64-–81.
Kong, S. Y. (2008). Customer perceived quality relationship quality and business loyalty: An example of B2B organization. University of Malaya.
Kotler, P., & Keller, K. L. (2009). Marketing management. Upper Saddle River, NJ: Pearson Prentice Hall.
Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32, 293-–311. doi: 10.1177/0092070304263330
Lewis, R. B., & Mitchell, W. V. (1990). Defining and measuring the quality of customer service. Marketing Intelligence & Planning, 8(x), 11-–17. doi: 10.1108/EUM0000000001086
Likert, R. (1972)., The Likert profile of a school: New survey instruments for public schools to improve organizational effectiveness., Michigan: Ann Arbor, Rensis Likert Associates.
Lovelock, C. H. (1996). Services marketing. Upper Saddle River, NJ: Prentice-Hall.
Maditinos, D. I., & Theodoridis, K. (2010). Satisfaction determinants in the Greek online shopping context. Information Technology & People, 23, 312-–329. doi: 10.1108/09593841011087789
Maegerle, P. (2004). Freight forwarders adopt an official description of freight forwarding and logistics services. Switzerland: Fédération Internationale des Associations de Transitaires et Assimilés.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33-–44. doi:10.2307/1252099
Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(x), 136-–153.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. The Journal of Marketing, 49(x), 41-–50.
Payne, A. (1993). The essence of services marketing. Upper Saddle River, NJ: Prentice Hall.
Pepur, M., Mihanović, Z., & Pepur, S. (2013). Analysis of the effect of perceived service quality to the relationship quality on the business-to-business market. Management, 18(x), 97-–109.
Pollack, B. L. (2009). Linking the hierarchical service quality model to customer satisfaction and loyalty. Journal of Services Marketing, 23(1), 42-–50. doi: 10.1108/08876040910933084
Pong, J. L. T., & Yee, E. T. P. (2001). An integrated model of service loyalty. Belgium: Academy of Business and Administrative Sciences.
Priya, B. D., & Vignesh, B. (2012). A study on customer’s satisfaction towards Dacon Logistics (India) PVY Ltd. International Journal of Marketing, Financial Service & Management Research, 1(x), 48-–55.
Rauyruen, P., & Miller, K. E. (2007). Relationship quality as a predictor of B2B customer loyalty. Journal of Business Research, 60, 21-–31. doi: 10.1016/j.jbusres.2005.11.006
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer behavior (10th ed.). Upper Saddle River, NJ: Pearson International Edition.
Schumacker, R. E., & Lomax, R. G. (1996). A beginner’s guide to structural equation modeling. Mahwah, NJ: Lawrence Erlbaum Associates.
Schumacker, R. Lomax, R. (2004). A beginner`s guide to structural equation modeling. (2nd eEd.). Mahwah, NJ: Lawrence Erlbaum.
Solomon, M. R., & Rabolt, N. J. (2009). Consumer behavior in fashion (2nd ed.). Upper Saddle River, NJ: Pearson/Prentice Hall.
Sun, H., Zhang, P., & Xiao, X. S. (2007). A research model of relationship quality in e-commerce: Connecting IS factors with marketing profitability. Paper presented at the 13th Americas Conference on Information Systems, AMCIS 2007: Reaching New Heights, Keystone, CO, United States.
Swathy, S. (2016). A study on exporters satisfaction towards freight forwarders in Karur. Intercontinental Journal of Marketing Research Review, 4(x), 24–xx.
Tanaka, J. S., & Huba, G. J. (1985). A fit index for covariance structure models under arbitrary GLS estimation. British Journal of Mathematical and Statistical Psychology, 38, 197-–201. doi: 10.1111/j.2044-8317.1985.tb00834.x
Thai National Shippers’ Council. (2012). Document title here. Retrieved from http://www.tnsc.com/knowledge/intershipping
Thailand Logistics Directory, The Chartered Institute of Logistics & Transport. (2013). Document title here. Retrieved from http://www.dmoz.org/Business/Transportation_and_Logistics/Freight_Forwarding/Asia/Thailand/
The Michigan Department of Transportation. (1997). Executive summary MDOT statewide customer satisfaction survey. Michigan: The Michigan Department of Transportation.
Theppitak, T. (2009). A study on readiness and adjustment of the Thai logistics service provider sector for liberalization of trade services: A case study of Thai freight forwarding companies. University of the Thai Chamber of Commerce Journal, 29(x), 31-–32.
Thuy, T. T. (2010). Evaluating customer satisfaction and service quality in forwarding. Vietnam: Central Ostrobothnia University.
Ulaga, W., & Eggert, A. (2006). Relationship value and relationship quality: Broadening the nomological network of business‐to‐business relationships. European Journal of Marketing, 40, 311-–327. doi: 10.1108/03090560610648075
Walter, A., Müller, T. A., Helfert, G., & Ritter, T. (2003). Functions of industrial supplier relationships and their impact on relationship quality. Industrial Marketing Management, 32, 159-–169. doi:10.1016/S0019-8501(02)00230-4
Wang, J. (2002). How to implement a customer relationship management system in third party logistics companies (Unpublished xxxx xxxx). National University of Singapore, Location.
Wetsch, L. R. (2006). Trust, satisfaction and loyalty in customer relationship management. Journal of Relationship Marketing, 4(x), 29-–42. doi: 10.1300/J366v04n03_03
Wisegeek. (2003). What is a freight forwarder? Retrieved from http://www.wisegeek.org/what-is-a-freight-forwarder.htm
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60, 31-–46. doi: 10.2307/1251929
Zeithaml, V. A., & Bitner, M. J. (2003). Services marketing: Integrating customer focus across the firm. New York, NY: McGraw-Hill/Irwin.
Zins, A. H. (2001). Relative attitudes and commitment in customer loyalty models: Some experiences in the commercial airline industry. International Journal of Service Industry Management, 12, 269-–294. doi: kalea10.1108/EUM0000000005521
Zlatković, M. M. (2013). Survey of customer satisfaction: The example of a freight distribution center. Paper presented at the 1st Logistics International Conference, Belgrade, Serbia.