Evaluation of Seaport Service Quality in Tanzania: From the Dar es Salaam Seaport Perspective

Many countries rely heavily on seaports to promote their well-being and economy. Unreliability of seaport services can considerably impact cargo owners, seaport customers and shipping lines resulting to their dissatisfaction. This study aimed to evaluate service quality of Tanzanian seaports considering Dar es Salaam seaport as a study area. The study discovered the negative gap on the service quality after evaluating seaport user’s perceptions and expectations of delivered seaport services, meanwhile the service quality of Dar es Salaam seaport is poor. Opinions of seaport user’s concerning seaport service quality were computed based on the SERVQUAL model which developed by Parasuraman by considering the essential measurements of Tangibility, Empathy, Reliability, Assurance and Responsiveness. Senior administrators and managers employed in numerous shipping lines in Tanzania were interviewed to check the model validity, then 314 members of Tanzania shipping and logistics associations were engaged in a study survey. Partial Least Squares Structural Equation Modelling (PLS-SEM) was applied to validate the seaport service quality measurements and to observe their association with satisfaction of seaport customers using Amos Graphics software version 26. It found that seaport service quality is a five-measure construct; responsiveness was significantly influence customer satisfaction while empathy and assurance could insignificantly influence customer satisfaction. Reliability was found significantly to cause customer dissatisfaction and tangibility was insignificantly to cause customer dissatisfaction. Academically, this research donates to management practice as seaport administrators, managers and executives can utilize the seaport service quality measurements to evaluate their customer’s satisfaction and defending for seaport service quality investments as a relational marketing strategy.