FACTORS AFFECTING SERVICE QUALITY IN AN OCEAN FREIGHT TRANSPORTATION: THE CASE OF MAERSK LINE ETHIOPIA

Abstract

The aim of this study is to empirically investigate factors affecting service quality in Maersk line Ethiopia in its ocean freight transportation service based on service quality dimensions. The study focus on identifying factors determining the company’s service quality only from the customer perspective. Study has followed a deductive form of scientific research. In addition, this study has used both descriptive and explanatory research approach and mainly primary data used in the study. Moreover, this research has followed a causal and cross sectional research approach. The total sample size of the study was 201. A simple random sampling method was employed. On the other hand, questioner was a main instrument to collect the primary data. The study find out that the five dimensions of service dimensions (Tangibility, reliability, responsiveness, empathy and assurance) are significant. A result of all dimensions signifies that, customers of Maersk Line Ethiopia are somewhat in between dissatisfaction and satisfaction with the service. In addition, the findings showed that the dimension of Tangibles has a strong effect on customer satisfaction. Finally, the study recommended, treating customer with great respect and courtesy, training employees to better serve customers and go far beyond the expectation, in a way it meets the customer’s need .It is also recommended that the company to strive for a better improvement of its physical facilities and equipment.