Abstract
The key purpose of this research is to develop a fuzzy multiple criteria decision-making (MCDM) algorithm to evaluate service strategies of customer value (CV) for global shipping carrier-based logistics service providers (GSLPs) based on the shippers’ perspective in Taiwan. At first, a literature review was introduced. Subsequently, a proposed fuzzy MCDM algorithm is developed. Finally, the systematic approach is to perform the empirical survey via questionnaires. The result shows providing customization is the most suitable service strategy of CV for GSLPs. Differentiation, and providing long-term product values are ranked in the second and third places. The strategy of service operation and delivery system is the lowest ranked. It is suggested that the customization of services should be paid more attention by the GSLPs. Key words: Customer value, shipping, fuzzy multiple criteria decision-making (MCDM).
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