Assessing port service quality: an application of the extension fuzzy AHP and importance-performance analysis

It is argued that ports are playing a crucial role in developing nations' economy. Still, solutions to improving port service quality (PSQ) to boost ports' competitive capacity is questionable. Hence, this study aims to investigate port service quality (PSQ) by using integration of the extension Fuzzy Analytic Hierarchy Process and Importance-Performance Analysis (IPA) from port users' perspectives. From the relevant literature and expert interview, the hierarchical structure of PSQ embracing six dimensions with 29 criteria was first established. To test the research model, the Dong Nai port joint stock company (DNPC) and their port-service users were empirically investigated. It is found that: (1) the importance degree of dimensions is ranked as follow: empathy (21.07%), tangibles (20.15%), assurance (15.97%), reliability (15.54%), responsiveness (12.53%), diversity (14.74%); (2) for criteria of PSQ, top five criteria concerned by shipping companies and ocean freight forwarders comprise: "proactive provision of vessel schedules", "cargo handling facilities and equipment", "detailed schedule", "accuracy and consistency of schedules", and "geographical location"; (3) there are four service attributes (SAs) needing to prioritize for improvement, including "perfect transportation of cargos", "ability in dealing with cargo damage", "willingness in helping customers", "provision of special cargo-related services". The practical policy is that port authorities should transfer the limited resources from SAs in Quadrant IV to Quadrant II to enhance the PSQ.