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Transcript: CONTAINER PORT QUALITY THROUGH INDUSTRIAL SERVICES MARKETING: A STUDY OF TANGER MED PORT Research Focus Research Problematic Methodology Contributions Obstacles Research perspectives Outline Introduction Research Problematic Research problematic ISO certifications and container ports Marketing mix and container ports Emergence of service marketing discipline Research question How could a container port achieve the quality of its services through marketing? Research question Research sub-questions • What is a port service? • What are its characteristics? • What are the process modes of the port services? • How can the behaviour of the different actors present during the inter-organizational exchanges of the service be apprehended? • What approach can be taken to the marketing of port services? • What are the qualitative dimensions of a port service? • How to measure the perception of the quality of the port service by the actors? • And finally, How to improve the quality of port service through service marketing? Research sub-questions Defintions: Industrial services The definition of industrial service faces the same obstacles as those encountered in the definition of service The classification according to the interactive approach seems to us the most adequate to the particularity of the industrial service, since the latter is identified by the nature and the content of the interactions generated during the contact with the client company. Defintions: Industrial services “The port is a land area with maritime and hinterland access that has developed into a logistics and industrial centre, playing an important role in global industrial and logistics networks” Notteboom (2007). Definitions: Port Importance of problematic Why it is important? Maritime industry in Morocco Understudied area in Morocco Complicated demands of customers Hypercompetitive pressures Maritime industry in Morocco Maritime industry in Morocco Port Activity 2016, The National port agency Tanger Med Port Tanger Med , Port authority 8th European Harbour Master’ Committee seminar Thursday 28 - Friday 29 May 2015, Marseille, France Tanger Med Port Methodology Methodology Research strategy Methodological choices Content analysis Research strategy Interpretive approach Abductive reasoning Back and forth between our theoretical framework and data collected Research strategy Methodological choices Semi structured interviews We have chosen interviewees from different parts of the seaport community. In total, 19 interviews were conducted with duration between one hour and one hour and thirty minutes Critical sampling strategy their ability to provide accurate information about a particular phenomenon Case study choice: APM terminals and Eurogate terminals Methodological choices Number interviews per type of companies Methodological choices Content analysis: definition It is a systematic coding and categorizing approach used for exploring large amounts of textual information unobtrusively to determine trends and patterns of words used, their frequency, their relationships, and the structures and discourses of communication (Mayring, 2000; Pope et al., 2006; Gbrich, 2007) Content analysis: definition Content analysis : process Prepare the data Define the Unit of Analysis Develop Categories and a Coding Scheme Vertical and horizontal Content analysis : process The four-dimensional model of the perception of the quality of services The four-dimensional model of the perception of the quality of services (Inspired by the work of LETHINEN and LAITAMAKI; EIGLIER & LANGEARD and ARNAUD) The four-dimensional model of the perception of the quality of services Findings Thematic analysis of cases The case of container Terminal 1-APMterminals: Findings The case of container Terminal 1-APMterminals: Recap Findings: Thematic analysis of cases The case of container Terminal 2-Eurogate Thematic analysis of cases The case of container Terminal 1-APMterminals: Recap Findings: Cross-sectional analysis Dimensions conform to literature Attractiveness of the price Skills and behaviours of the front stage staff Added value services The connexion-inland-city Findings in the context of the literature Dimensions non conform to literature Reduction of prices No transferability of the traditional marketing mix to service business Findings in the context of the literature Findings in the context of the literature Dimensions not evoked by the literature The corporate citizenship The safety of employees Contributions Contributions Theoretical contributions Methodological contributions Managerial contributions Theoretical Theoretical contributions Articulation between the marketing of industrial services on one hand, and the marketing of seaport services Identification of new dimensions specific to the container port Model to study the perception of quality in the container port that integrates the following dimensions Methodological Methodological The qualitative case-study method:
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