Study On The Assessment Of Xin Sha Port's Customer Satisfaction

Currently, There are already many berths At the Pearl River Delta region,but a good few deepwater berths will still be constructed, in order to gain in cargo sources, competition is violent between each port. In this circumstance, reducing the price can't run well, only those who can provide the personality service for customers will win the competition. Therefore, port enterprises are adopting different marketing strategies to attracting merchandise sources, maintaining the customers in possession and developing the potential customers. So, on the basis of the quadrant diagram model, the assessment of Xin Sha port's enterprise customer satisfaction is discussed in this paper.Firstly, the customer satisfaction assessment index system of Xin Sha port is built up. After investigating and analysing, the index system is divided into two major types, namely,Xin Sha port's customers(owners of goods / freight forwarders) satisfaction assessment index system and customers(owners of ships / ship's agents) satisfaction assessment index system, among them, The owners of goods / freight forwarders'satisfaction assessment index system consist of loading/discharging efficiency and ship arrangement, loading/discharging quality and safty, preservation and distributing, basic service and creative ability etc.; The ship's owners/ship's agents' satisfaction assessment index system include port's natural condition ,handling quality and safety , loading/discharging efficiency and sailing schedule assurance etc.. Each kind of indices can be divided into several sub-indices which are the measuring variables, All the sub-indices correlate to the port enterprise's operation and customer's benefits directly so that they are much persuasively.This paper adopts the fuzzy synthetical evaluation method to assess Xin Sha port's customer satisfaction in numerous customer satisfaction assessment method, It points out Xin Sha port competitive advantage and competition weakness by using the quadrant diagram analysis method .At last, we put forward some strategies which aim at improving Xin Sha port's customer satisfaction. Xin Sha port should take some measures which include reducing error of the coal electronics weight , expanding modern port logistics etc.to raise customer satisfaction and keep customer loyalty.