Study On The Evaluation Synthetic System Of Customer Satisfaction Of Container Terminal

Under the background of economic globalization and markerization,the foreign trade has increased rapidly,and the competition among ports is more and more intense.Container terminal,as an important part of a port,only provide service to satisfy the demand of customers and gradually improve their satisfaction and loyalty,so that it can maintain the existing customers and develop potential customers,enhance the port’s comprehensive competitiveness.Therefore,it is of great significance to establish the evaluation synthetic system of customer satisfaction of container terminal.This paper divides the customers of container into two groups,the shipping company/shipping agency and the owner of cargo/forwarder.And it divides the evaluation indices of customer satisfaction of container terminal to six categories what include the hardware facility,the quality and safety of operation,the operation efficiency,the level of management,the level of information service and the level of customer service,then each category of evaluation index is divided into several sub indices.It establishes the evaluation index system of customer satisfaction of container terminal based on the shipping company/shipping agency and the evaluation index system of customer satisfaction of container terminal based on the owner of cargo/forwarder respectively,and then analyzes various evaluation indices.Through the comparative analysis of various evaluation methods,this paper determines to use the Analytic Hierarchy Process(AHP)to confirm the weight of evaluation indices because of its advantage in solving the multi hierarchy and multi objective problem.Combines the advantages of grey system theory in evaluation of low requirements on data and fuzzy comprehensive evaluation method to deal with fuzzy nature of the object,and achieves the grey fuzzy comprehensive evaluation method which is used to evaluate the customer satisfaction of container terminal.And then uses the MATLAB Software to calculate the weight of various evaluation indices and the comprehensive evaluation system which designed by C++ to calculate the evaluate results respectively.Finally,this paper empirically analyzes the evaluation synthetic system of customer satisfaction of container terminal by Xiamen HAITIAN Terminal,which verifies the feasibility of the system.And then put forward some suggestions on how to improve the customer satisfaction of HAITIAN Terminal.