Business Commons^™

Competitive Positioning In International Logistics: Identifying A System Of Attributes Through Neural Networks And Decision Trees, Srinivas Durvasula, Steven Lysonski, Subhash Mehta

Marketing Faculty Research and Publications

Firms involved in international logistics must develop a system of service attributes that give them a way to be profitable and to satisfy customers’ needs at the same time. How customers trade-off these various attributes in forming satisfaction with competing international logistics providers has not been explored well in the literature. This study explores the ocean freight shipping sector to identify the system of attributes that maximizes customers’ satisfaction. Data were collected from shipping managers in Singapore using personal interviews to identify the chief concerns in choosing and evaluating ocean freight services. The data were then examined using neural networks …