Study On The Assessment Of Shipping Company's Customer Satisfaction

Nowadays, in shipping market, owing to the drastic competition among the shipping companies and the development of the relative industries, e.g. shipbuilding, the supply is greater than the demand, so the shipping capability is obviously excessive. 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, shipping companies are employing different marketing strategies to attracting merchandise resources, maintaining the customers in possession and developing the potential customers. So, on the basis of ACSI, the assessment of shipping company's customer satisfaction is discussed in this paper.Firstly, the customer satisfaction assessment index system of shipping company is established. After systematically analysis, the index system is divided into five classes, i.e. company image index, transportation quality index, supporting service level index, customer satisfaction and customer fidelity. Each kind of indices can be divided into several sub-indices which are the measuring variables. All the sub-indices correlate to the shipping company's operation directly so that they are much persuasively.The artificial neural network can fit the non-linear data very well in so many assessment models, so we select an ANN model called radial basis function (RBF) network which has high learning speed and can determine the network structure based on self adapting to assess the shipping company's customer satisfaction and emulate the data using MATLAB6.5. We design an algorithm, which can minimize the quadratic sum of error between emulation data and training data, to establish the parameter of the training function. After training and emulating another two groups testing data, we get the result: the permissive error is 0.25, the SPREAD is 4.2, the minimal quadratic sum is 0.4384. After the regressive analysis between the emulation data and true data, the fitting level R is respectively 0.993 and 0.991, from which we know that the precision of the model is very high.At last, we put forward some strategies to improve the shipping company's customer satisfaction. Shipping companies can improve the customer satisfaction and maintain the customer fidelity through setting up the dominance of quality and brand,...