Quality and customer loyalty in the port services of Manzanillo

Abstract

The customs industry, particularly within the Mexican context, plays a significant role both domestically and internationally, owing to its contribution to the global economy. With the expansion and standardization of customs clearance services, there has emerged a necessity for providers of these services to seek customer loyalty. Grounded in the principles of quality, the study examines the elements of the SERVQUAL model: tangibles, reliability, responsiveness, assurance, and empathy. Goals:The aim of the study was to extend the SERVQUAL model by incorporating customer attitude as an additional component within the three primary dimensions for measuring service quality. Methodology: A survey was employed to gather data from 100 customs brokerage firms through simple random sampling. Given the utilization of structural equation modeling (SEM) methodology to assess the theoretical model, Partial Least Squares (PLS) analysis technique was applied using Smart PLS 3.3.0 software. The findings indicated that the extended model had a significant impact on both customer satisfaction and loyalty within the customs facilities of Manzanillo, Colima. The coefficients of determination were 61.5% for customer satisfaction and 54% for customer loyalty, with a root mean square error of approximation (SRMR) of 0.065, confirming the model's predictive validity. Contributions: Customs facilities should focus their strategies on addressing issues that may be impacting service quality, particularly concerning sensitivity, empathy, and reliability factors, as these have a moderate level of influence on quality determination, according to customs agencies' perceptions. Regarding the inherent limitations of online surveys and their application in specialized groups, it is crucial to expand the research to include other clients of the customs facility.