Evaluating Dimensions of Customer Loyalty in B2C Market of Freight Forwarding Firms in Sri Lanka
- January 17, 2022
- Posted by: RSIS
- Categories: IJRISS, Social Science
International Journal of Research and Innovation in Social Science (IJRISS) | Volume V, Issue XII, December 2021 | ISSN 2454–6186
Evaluating Dimensions of Customer Loyalty in B2C Market of Freight Forwarding Firms in Sri Lanka
Jayasinghe, J, H. E.1, Dilara, W. M. T.1, Rodrigo, M. Y. N.1, Jayasekara, J. W. C. D.1, Ilangasekara, A. S. P.2 & Ilangasekara, S. D.3
1,2Department of Management and Finance, General Sir John Kotelawala Defence University, Ratmalana, Sri Lanka
3Department of Social Statistics, University of Sri Jayewardenepura, Nugegoda, Sri Lanka
Abstract:-This study examines the contemporary requirement of evaluating dimensions of customer loyalty in Business-to-Consumer (B2C) Market in freight forwarding Sri Lanka. Accordingly, the researchers have recognized four dimensions of the customer loyalty as service quality, customer satisfaction, relationship quality and perceived value. The first objective of this study was to identify the behaviour of demographic factors of the customers in the B2C market of the freight forwarding industry. The second objective was to identify the association of each dimension towards customer loyalty in the B2C market of the freight forwarding industry in Sri Lanka. In order to achieve the objectives of this study, the researchers have demonstrated and interpreted the relationships of sample characteristics and have conducted the Pearson’s correlation analysis from the data collected from the members registered in Export Association of Sri Lanka (EASL). As per the research findings, the researchers discovered a strong positive correlation in each dimension towards customer loyalty. Among these, customer satisfaction recorded the highest strong positive correlation, followed by service quality, relationship quality and perceived value. It is recommended that industry professionals should be more concerned about the influence of these dimensions as they assist to maintain a stable customer base and long-term customer relationships
Keywords: Customer Loyalty, Freight Forwarding Industry, B2C Market, Customer Satisfaction, Service Quality, Relationship Quality, Perceived Value
I. BACKGROUND
International trade is a significant macroeconomic component that drives regional and global economic growth while becoming self-sufficient. Accordingly, the countries enrich by developing businesses by connecting countries, commodities, and people from international transportation. With that, supply chain management can achieve time and place utility for advanced transportation. The freight forwarding industry plays a significant role in international freight transportation by facilitating efficient transportation solutions (Huang et al., 2019). Freight forwarding refers to transit, consolidation, operating, storing, packing, or distributing goods related to financial and official purposes while securing product protection, collecting instalments, and releasing merchandise.
