An assessment of port and shipping line relationships: the value of relationship marketing

Abstract

Intense competition and continuously changing variables in macro and micro environments compel ports to reinvent themselves and seek ways to gain a competitive advantage. One way to do so is to obtain and retain loyal customers by creating strong bonds and customer satisfaction. This study examined relationship marketing as a tool for developing and sustaining relationships in port businesses. The aim was to investigate if it is worth investing in and conducting a relationship marketing strategy in the port industry specifically for affiliations between container terminals and shipping lines by measuring the effects on customer relationship performance indicators. The findings indicate that ports can achieve positive impacts on customer loyalty satisfaction and word-of-mouth promotion by using social structural and financial relationship marketing tactics.