Understanding the ocean container market—a seven country study [1]

Abstract

Carrier selection criteria have been an issue in carrier marketing since the 1970s. Investigator location and interest has usually limited customer surveys to one geographic market. Market characteristics—differing purchase and service characteristics—have led to model seperation in the studies undertaken and sample size has constrained most researchers to reporting results as though customers were homogeneous in their needs. This has resulted in price versus service debates with conflicting conclusions. This paper explores the differences in the importance of various ocean container carrier selection criteria on the North Atlantic route for discrete geographic and customer segments. The paper reviewss the carrier selection literature and notes that carrier selection research to date has generally suffered from one or more of three problems: (1) because the research has focused on criteria ‘importance’, it has not identified determinants of purchase behaviour, that is, the ‘salience’ of different criteria; (2) the research has had sample size problems leading to the need to assume that the market is homogeneous or, less acceptable, that importance ratings will identify usable segments via factor analysis; and (3) carrier perfomance evaluation in conjucation with determinant criteria has largely been ignored. The paper focused on the problems surrounding the second of these by evaluating the relative importance of various service attributes for different geographic and customer dimensions. The paper concludes that the market is definitely not homogeneous in its requirements of carriers and that different elements surface as important both in identifiable geographical markets and customer groups. It also draws a number of conclusions about carrier choice in future and the implications for academic research.