Research On The Customer Maintenance Of Container Business In XP Shipping Agency Company

Ocean shipping agency,i.e.,shipping agency of foreign ships,is an agency enterprise entrusted by the Principal to provide agency services to foreign ships at local ports and to dispose various types of port affairs on behalf of the Principal.Since China's entry into WTO,the government control over shipping agency market has been released gradually and shipping agency enterprises appear in mass like mushrooms after raining.The competition in shipping agency market is becoming fiercer and fiercer.XP Company is the shipping agency company established earliest at Xiamen Port and the largest shipping agency company in southeast China.In recent years,with the State's gradual release over shipping agency market,continuous expansion of competitors and changes in carriers' procurement requirements due to depressed shipping market,the market share of XP Company in container business is decreasing year on year.Current dilemma XP Company facing is also the miniature of the entire industry.However,the industry has paid little attention to customer relations management of shipping agency enterprises and even other port enterprises.The research on customer maintenance of shipping agency enterprises is almost blank.Therefore,professional exploration of this aspect is quite practical market demand.This paper has firstly introduced the industry background and container agency business of XP Company,hackled current customer maintenance status of XP Company and investigated,analyzed and researched customer satisfaction and loyalty of XP Company,pointing out that ship agent service provided by XP Company is still widely recognized by customers but customer satisfaction and loyalty is more or less decreased.With in-depth analysis,major problems now existing in customer maintenance of XP Company have been cited as service deviating from customer expectation,without effective incentive for customer loyalty,low customer switching cost,reduced company irreplaceability.Finally,in allusion to discovered problems,countermeasures are proposed from many aspects in a bid to help XP Company to improve customer satisfaction and increase customer loyalty.So to improve XP company's adverse situation with declining market share.This paper hopes to analyze and discuss the key point that ship agent enterprises to win market competition through customer maintenance,explore development direction of customer maintenance of XP Company in container business,discuss coping styles of industry leader enterprises when affronting reduced customer satisfaction and loyalty,extend reference significance for other ship agent enterprises or even port enterprises to implement customer maintenance through making researches on theories related to customer maintenance and its practical application in XP Company.