A Study on the Factors of Choosing the Liner Shipping Companies Using AHP Method by International Freight Forwarder

AHP기법을 이용한 국제물류주선업체의 정기해운선사 선택요인에 관한 연구

The Purpose of this study is to identify important factors in choosing liner shipping companies using the AHP. The Analytic Hierarchy Process(AHP), introduced by Satty T. L. in 1970, is a decision technique the has been applied to private and public sectors and to group decision problems. This paper will demonstrate the level of importance in 4 major factors: cost, service, transportation and promotion. In detail, the 4 major factors are divided into 14 sub-factors. In the present research, various service attributes for shipping lines were selected from previous studies and the observed data for 4 main service attributes were collected through a questionnaire survey from 26 concerned international freight forwarder experts. The conclusion of this study is as follows. First, it is found that the cost factor is the most important factor among the 4 main service attributes. It is very obvious that the cost factor directly affects the choosing the liner shipping company by international freight forwarders. Second, it is found that the second important factor in choosing the liner shipping company is the transportation factor and the third is the service factor. The promotion factor is underestimated, comparatively speaking. With the ever-increasing competition, liner shipping companies will need to study and understand the selection criteria of their clients(international freight forwarder), and apply the results to their daily and long-terms operations. In particular, liner shipping companies should establish a system to identify and sort the various selection criteria used by international freight forwarding companies.

본 연구는 국제물류주선업체가 정기해운선사를 선택함에 있어 어떠한 요인들이 중요시되는가를 계층분석적의사결정법(AHP)을 이용하여 그 요인별 우선순위를 도출하고, 정기해운선사별 요인의 중요도를 평가함으로써 그들의 고객인 국제물류주선업체의 요구를 효율적으로 충족시킬 수 있는 방안을 수립하는 기초자료를 제공하고자 한다. 서울 부산지역 국제물류주선업체에 7년 이상 종사하고 있는 전문가 50명을 대상으로 면접, FAX, e-mail을 통해 설문지를 배포하였고 회수된 유효설문 26부의 응답 자료를 분석에 사용하였다. 분석결과를 살펴보면, 최적의 정기해운선사 선택을 위한 주요 항목의 평가에서는 비용요인의 중요도가 가장 높게 나타났으며, 운송요인, 서비스 요인, 프로모션 요인 순으로 나타났다. 세부평가 속성의 종합 중요도에서는 전체 지출 비용, 운임협상의 합리 신속성, 고객관리서비스, 운항스케줄의 정시성 순으로 높게 나타났으며, 반면 광고 및 PR, 부가서비스, 운송시설 및 장비 순으로 낮은 중요도를 보였다.