Operational efficiency and productivity in container terminals part (II) : service quality and port pricing

With the current trends and technologies, meeting the demands of the ship owners with all sorts of modern technologies and services becomes imperative in order to retain a competitive advantage. The quality of services has become a major factor affecting the customers‟ choice of terminals and ports and especially, main hub ports to be used (Fleming 1997). This paper shows the top 5 segments of “Importance”, “Satisfaction” and “Possible Improvements” in service quality according to the customers‟ demands of PSA Singapore Container Terminals by using Quality Attribute Ranking (QAR), which provides an evaluation of the priority levels of consumer requirement attributes. We would also attempt to explain the reasons for improvement service quality in areas highlighted by the customer. The paper also highlight that the customers expect lower port pricing from PSA Singapore and indicate that there would be high likelihood of customers‟ deflection to other ports if PSA could not meet with the customers‟ demands or its services are found to be unsatisfactory and also demonstrate that PSA Singapore should consider the economic climate before increasing the port pricing for better service quality. The results could provide practical information for PSA Singapore in planning for any future improvements in service quality.Bachelor of Science (Maritime Studies