Determinants of grain shippers’ and importers’ freight transport choice behaviour

To understand grain shippers’ and importers’ freight transport choice behaviour, this research employed a questionnaire survey and the fuzzy analytic hierarchy process (AHP) technique to ascertain the level of importance they attached to service criteria. A hierarchical structure of 3 service dimensions and 12 service attributes was built. ‘Overall cost’ was found to be the most important service dimension influencing freight transport choice behaviour. The four most important service attributes were all in the overall cost service dimension, namely: grain market value, inventory holding cost, transport cost and the in-transit inventory cost. In the cargo and quality control dimension, cargo damage ratio was perceived to be the most important attribute. Grain shippers’ and importers’ overall satisfaction with bulk carriers’ service was slightly higher than their overall satisfaction with container carriers’ service. Understanding the level of importance grain shippers and carriers attach to service attributes and dimensions can assist container importers in improving their performance, increase shippers’ and importers’ patronage and improve containers’ flow imbalance across the Pacific Ocean.