A two-dimensional approach to assessing the impact of port selection factors on port competitiveness using the Kano model

In the global supply chain, a seaport, as an important part of the intermodal network, plays a pivotal role in linking exporters and importers. In this context, carriers and shippers are no longer selecting a port per se, but rather looking at it as an integral part of the supply chain. That is to say, port users may no longer measure port attractiveness solely by traditional attributes such as port infrastructure, geographical features, prices, and services. Instead, they may place more value on a port’s ability to add value to the global supply chain process and its adaptability to changing business environments. Considering this port paradigm shift with growing complexity, this paper proposes a Kano model to identify multidimensional, nonlinear port selection attributes, including intermodal network accessibility and service route diversity. Such identification will help port service providers, such as port authorities and terminal operating companies, develop wise port marketing and investment strategies. To validate the rigor and usefulness of our model, we experiment with survey data collected from the users of three major hub ports—Busan, Incheon, and Gwangyang in Korea—serving the Asia–Pacific market.