PORT PERFORMANCE EVALUATION IN SINGAPORE : A STUDY FROM USERS' PERSPECTIVE

Abstract

It would be difficult to over-emphasise the paramount importance of port performance. A well-performed and efficient seaport would attract trade volume, facilitate economic growth, provide excellent sources for employment, and generate significant foreign exchange earnings. While it has the growth pole potential to trigger the prosperity of national economy, a port can also become a major bottleneck in case of inefficient performance. Therefore, evaluation of port performance is an essential and interesting area of study. The aim of the research is to carry out an empirical investigation of the performance of Port of Singapore from users' perspectives. Drawing from a theoretical framework which attempts to integrate the technical aspects of port services with current thinking about 'user satisfaction' and 'quality in perception', the study seeks: (1) to examine the degree of satisfaction of port users; (2) to identify factors associated with the quality of port services; and (3) to explore opportunities for process improvement. Using data from a field survey of 93 shipping companies and freight forwarders in Singapore, the study finds that Port of Singapore enjoys a high degree of users' satisfaction, some 80% of those interviewed were either 'very satisfied' or 'somewhat satisfied'. One significant theme that underlies users' satisfaction is 'efficiency'. As seen from the explanations of the respondents, 'efficiency' refers not only to physical settings and environments within the port area, but also covers the 'strategic alliance' between users and port authorities. Port users seemed to understand 'service quality' along three main dimensions - customer's involvement, efficiency and responsiveness, and charges. These dimensions may suggest important ways to enhance service quality in Port of Singapore.