Can sustainable practices and value enhance loyalty in maritime sector? An analysis of their discriminatory capacity
Abstract
This paper analyzes customer loyalty toward their main shipping service provider based on sustainable practices and logistics value. Surveys were conducted with managers in Panama’s maritime sector, collecting 140 responses evaluated using Automatic Interaction Detection (AID). The study aimed to identify which sustainability (economic, social, environmental) and logistics value (productivity, quantification, importance) dimensions influence loyalty. Three customer segments with different loyalty levels were found. Economic, social sustainability and productivity were key factors in B2B relationships. Segments also varied by business type and provider choice. Results indicate that varying perceptions of value and sustainability shape loyalty. Shipping companies should tailor services to meet client needs. Regular evaluations of customer perceptions are recommended to improve strategic alignment and loyalty.
References
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Caliskan, A., & Esmer, S. (2020). An assessment of port and shipping line relationships: The value of relationship marketing. Maritime Policy & Management, 47(2), 240–257. https://doi.org/10.1080/03088839.2019.1690172
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Grönroos, C., & Ojasalo, K. (2004). Service productivity—Towards a conceptualization of the transformation of inputs into economic results in services. Journal of Business Research, 57(4), 414–423. https://doi.org/10.1016/S0148-2963(02)00275-8
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Justavino-Castillo, M. E., Gil-Saura, I., Fuentes-Blasco, M., & Moliner-Velázquez, B. (2023). How to increase company loyalty: Using relational variables and sustainable practices to segment the maritime transport sector. Economic Research-Ekonomska Istraživanja, 36(2), 2142830. https://doi.org/10.1080/1331677X.2022.2142830
Kass, G. V. (1980). An exploratory technique for investigating large quantities of categorical data. Journal of the Royal Statistical Society: Series C (Applied Statistics), 29(2), 119–127. https://doi.org/10.2307/2986296
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Linh, N. T. C., Nga, D. Q., & Trang, P. N. T. (2019). Evaluating the ability to achieve efficiency in providing services of the freight forwarding firms in Viet Nam. International Journal of Supply Chain Management, 8(6), 146–152.
Luque, T. (2000). Segmentación jerárquica. Pirámide.
Maloni, M. J., Gligor, D. M., & Lagoudis, I. N. (2016). Linking ocean container carrier capabilities to shipper–carrier relationships: A case study. Maritime Policy & Management, 43(8), 959–975. https://doi.org/10.1080/03088839.2016.1141195
Mentzer, J. T., Rutner, S. M., & Matsuno, K. (1997). Application of the means-end value hierarchy model to understanding logistics service value. International Journal of Physical Distribution & Logistics Management, 27(9–10), 630–643. https://doi.org/10.1108/09600039710188693
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Ringle, C. M., Wende, S., & Becker, J.-M. (2022). SmartPLS 4 [Software]. SmartPLS. https://www.smartpls.com
Servera-Francés, D., Gil-Saura, I., & Fuentes-Blasco, M. (2008). El valor logístico: una propuesta de modelo a partir de sus antecedentes y consecuencias. Revista Europea de Dirección y Economía de la Empresa, 7(1), 127–150.
Shin, Y., Van Thai, V., Grewal, D., & Kim, Y. (2017). Do corporate sustainable management activities improve customer satisfaction, word of mouth intention and repurchase intention? Empirical evidence from the shipping industry. The International Journal of Logistics Management, 28(2), 555–570. https://doi.org/10.1108/IJLM-11-2015-0220
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United Nations Conference on Trade and Development [UNCTAD]. (2024). Review of maritime transport. https://unctad.org/publication/review-maritime-transport-2024
Van den Berg, R., & De Langen, P. W. (2017). Environmental sustainability in container transport: The attitudes of shippers and forwarders. International Journal of Logistics Research and Applications, 20(2), 146–162. https://doi.org/10.1080/13675567.2016.1164838
Van Hoang, L., & Vo, H. T. D. (2023). The evaluation model of the impact of corporate social responsibility on firm performance: An empirical study in the maritime transportation of Vietnam. Cogent Business & Management, 10(2), Article 2215085. https://doi.org/10.1080/23311975.2023.2215085
Vega, A., Feo-Valero, M., & Espino-Espino, R. (2021). Understanding maritime transport route choice among Irish exporters: A latent class approach. Research in Transportation Economics, 90, Article 101025. https://doi.org/10.1016/j.retrec.2020.101025
Wedel, M., & Kamakura, W. A. (2000). Market segmentation: Conceptual and methodological foundations. Springer Science and Business Media.
Werts, C. E., Linn, R. L., & Jöreskog, K. G. (1974). Intraclass reliability estimates: Testing structural assumptions. Educational and Psychological Measurement, 34(1), 25–33. https://doi.org/10.1177/001316447403400104
Yuen, K. F., Thai, V. V., & Wong, Y. D. (2016). The effect of continuous improvement capacity on the relationship between corporate social performance and business performance in maritime transport in Singapore. Transportation Research Part E: Logistics and Transportation Review, 95, 62–75. https://doi.org/10.1016/j.tre.2016.09.003
Yuen, K. F., Wang, X., Wong, Y. D., & Li, K. X. (2020). The role of stakeholder participation and sustainability integration in maritime transport: A structure-conduct-performance analysis. Transport Policy, 99, 44–53. https://doi.org/10.1016/j.tranpol.2020.08.011
Yuen, K. F., Wang, X., Wong, Y. D., & Zhou, Q. (2018). The effect of sustainable shipping practices on shippers’ loyalty: The mediating role of perceived value, trust and transaction cost. Transportation Research Part E: Logistics and Transportation Review, 116, 123–135. https://doi.org/10.1016/j.tre.2018.06.002
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423. https://doi.org/10.1037/0033-2909.103.3.411
Balci, G., Caliskan, A., & Yuen, K. F. (2019). Relational bonding strategies, customer satisfaction, and loyalty in the container shipping market. International Journal of Physical Distribution & Logistics Management, 49(8), 816–838. https://doi.org/10.1108/IJPDLM-02-2019-0051
Balci, G., & Cetin, I. B. (2020). Benefit segmentation of the container shipping market in Turkey. Maritime Policy & Management, 47(8), 1121–1138. https://doi.org/10.1080/03088839.2020.1729436
Benamara, H., Hoffmann, J., & Youssef, F. (2019). Maritime transport: The sustainability imperative. In H. N. Psaraftis (Ed.), Sustainable shipping: A cross-disciplinary view (pp. 1–31). Springer International Publishing. https://doi.org/10.1007/978-3-030-04330-8_1
Bonamigo, A., Frech, C. G., & Lopes, A. C. C. (2022). Value co-creation in the B2B context: A diagnosis of knowledge management based on multiple case studies. Journal of Business & Industrial Marketing, 37(7), 1449–1462. https://doi.org/10.1108/JBIM-11-2020-0528
Caliskan, A., & Esmer, S. (2020). An assessment of port and shipping line relationships: The value of relationship marketing. Maritime Policy & Management, 47(2), 240–257. https://doi.org/10.1080/03088839.2019.1690172
Camilleri, M. A., Cricelli, L., Mauriello, R., & Strazzullo, S. (2023). Consumer perceptions of sustainable products: A systematic literature review. Sustainability, 15(11), 8923.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334. https://doi.org/10.1007/BF02310555
Dyllick, T., & Hockerts, K. (2002). Beyond the business case for corporate sustainability. Business Strategy and the Environment, 11(2), 130–141. https://doi.org/10.1002/bse.323
Elkington, J. (1997). Cannibals with forks: The triple bottom line of 21st century business. Capstone Publishing.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
George, I. I., Nawawi, M. G. M., Mohd, Z. J., & Farah, B. S. (2024). Environmental effects from petroleum product transportation spillage in Nigeria: A critical review. Environmental Science and Pollution Research, 31(2), 1719–1747. https://doi.org/10.1007/s11356-023-28860-6
Gil-Saura, I., Berenguer-Contri, G., Ruiz-Molina, M. E., & Ospina-Pinzón, S. (2015). La calidad y el valor percibido en el transporte de mercancías en España y su importancia en la segmentación de clientes. Innovar, 25(58), 105–123. https://doi.org/10.15446/innovar.v25n58.52436
Gil-Saura, I., Servera-Francés, D., & Fuentes-Blasco, M. (2010). Antecedents and consequences of logistics value: An empirical investigation in the Spanish market. Industrial Marketing Management, 39(3), 493–506. https://doi.org/10.1016/j.indmarman.2008.11.007
Grace, D., & Lo Iacono, J. (2015). Value creation: An internal customers’ perspective. Journal of Services Marketing, 29(6–7), 560–570. https://doi.org/10.1108/JSM-09-2014-0311
Grönroos, C., & Ojasalo, K. (2004). Service productivity—Towards a conceptualization of the transformation of inputs into economic results in services. Journal of Business Research, 57(4), 414–423. https://doi.org/10.1016/S0148-2963(02)00275-8
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (6th ed.). Pearson Prentice Hall.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modelling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In R. R. Sinkovics & P. N. Ghauri (Eds.), New challenges to international marketing (pp. 277–319). Emerald Group Publishing Limited.
International Maritime Organization (IMO). (2024). IMO’s work to cut GHG emissions from ships. https://www.imo.org/en/MediaCentre/HotTopics/Pages/Cutting-GHG-emissions.aspx.
Jeevan, J., Rahadi, R. A., Mohamed, M., Mohd Salleh, N. H., Othman, M. R., & Mhd Ruslan, S. M. (2023). Revisiting the marketing approach between seaports and dry ports in Malaysia: Current trend and strategy for improvement. Maritime Business Review, 8(2), 101–120. https://doi.org/10.1108/MABR-09-2020-0060
Jozef, E., Kumar, K. M., Iranmanesh, M., & Foroughi, B. (2019). The effect of green shipping practices on multinational companies’ loyalty in Malaysia. International Journal of Logistics Management, 30(4), 974–993. https://doi.org/10.1108/IJLM-01-2019-0005
Justavino-Castillo, M. E., Gil-Saura, I., Fuentes-Blasco, M., & Moliner-Velázquez, B. (2023). How to increase company loyalty: Using relational variables and sustainable practices to segment the maritime transport sector. Economic Research-Ekonomska Istraživanja, 36(2), 2142830. https://doi.org/10.1080/1331677X.2022.2142830
Kass, G. V. (1980). An exploratory technique for investigating large quantities of categorical data. Journal of the Royal Statistical Society: Series C (Applied Statistics), 29(2), 119–127. https://doi.org/10.2307/2986296
Langer, B., & Acciaro, M. (2025). Value creation through sustainable supplier management in maritime transport. Transportation Research Procedia, 82, 1353-1368. https://doi.org/10.1016/j.trpro.2024.12.129
Linh, N. T. C., Nga, D. Q., & Trang, P. N. T. (2019). Evaluating the ability to achieve efficiency in providing services of the freight forwarding firms in Viet Nam. International Journal of Supply Chain Management, 8(6), 146–152.
Luque, T. (2000). Segmentación jerárquica. Pirámide.
Maloni, M. J., Gligor, D. M., & Lagoudis, I. N. (2016). Linking ocean container carrier capabilities to shipper–carrier relationships: A case study. Maritime Policy & Management, 43(8), 959–975. https://doi.org/10.1080/03088839.2016.1141195
Mentzer, J. T., Rutner, S. M., & Matsuno, K. (1997). Application of the means-end value hierarchy model to understanding logistics service value. International Journal of Physical Distribution & Logistics Management, 27(9–10), 630–643. https://doi.org/10.1108/09600039710188693
Moliner-Velázquez, B., Fuentes-Blasco, M., & Gil-Saura, I. (2014). Value antecedents in relationship between tourism companies. Journal of Business & Industrial Marketing, 29(3), 215–226. https://doi.org/10.1108/JBIM-12-2011-0179
Nguyen, T. T., My Tran, D. T., Duc, T. T. H., & Thai, V. V. (2022). Managing disruptions in the maritime industry – A systematic literature review. Maritime Business Review, 8(2), 170–190. https://doi.org/10.1108/MABR-09-2021-0072
Novack, R. A., Langley Jr, C. J., & Rinehart, L. M. (1995). Creating logistics value: Themes for the future. Oak Brook, IL, United States.
Porter, M. E. (1985). Competitive advantage. The Free Press.
Poulsen, R. T., Ponte, S., & Lister, J. (2016). Buyer-driven greening? Cargo-owners and environmental upgrading in maritime shipping. Geoforum, 68, 57–68. https://doi.org/10.1016/j.geoforum.2015.11.018
Raza, Z., & Woxenius, J. (2023). Customer-driven sustainable business practices and their relationships with environmental and business performance: Insights from the European shipping industry. Business Strategy and the Environment, 32(8), 6138–6153. https://doi.org/10.1002/bse.3510
Ringle, C. M., Wende, S., & Becker, J.-M. (2022). SmartPLS 4 [Software]. SmartPLS. https://www.smartpls.com
Servera-Francés, D., Gil-Saura, I., & Fuentes-Blasco, M. (2008). El valor logístico: una propuesta de modelo a partir de sus antecedentes y consecuencias. Revista Europea de Dirección y Economía de la Empresa, 7(1), 127–150.
Shin, Y., Van Thai, V., Grewal, D., & Kim, Y. (2017). Do corporate sustainable management activities improve customer satisfaction, word of mouth intention and repurchase intention? Empirical evidence from the shipping industry. The International Journal of Logistics Management, 28(2), 555–570. https://doi.org/10.1108/IJLM-11-2015-0220
Tseng, P.-H., Zhou, A., & Hwang, F.-J. (2021). Northeast passage in Asia-Europe liner. International Journal of Sustainable Transportation, 15(4), 273–284.
United Nations. (1987). Report of the World Commission on Environment and Development: Our common future (Brundtland Report). United Nations General Assembly. https://www.are.admin.ch/are/en/home/media/publications/sustainable-development/brundtland-report.html
United Nations Conference on Trade and Development [UNCTAD]. (2015). Sustainable freight transport systems: Opportunities for developing countries. https://unctad.org/system/files/official-document/cimem7d11_en.pdf
United Nations Conference on Trade and Development [UNCTAD]. (2024). Review of maritime transport. https://unctad.org/publication/review-maritime-transport-2024
Van den Berg, R., & De Langen, P. W. (2017). Environmental sustainability in container transport: The attitudes of shippers and forwarders. International Journal of Logistics Research and Applications, 20(2), 146–162. https://doi.org/10.1080/13675567.2016.1164838
Van Hoang, L., & Vo, H. T. D. (2023). The evaluation model of the impact of corporate social responsibility on firm performance: An empirical study in the maritime transportation of Vietnam. Cogent Business & Management, 10(2), Article 2215085. https://doi.org/10.1080/23311975.2023.2215085
Vega, A., Feo-Valero, M., & Espino-Espino, R. (2021). Understanding maritime transport route choice among Irish exporters: A latent class approach. Research in Transportation Economics, 90, Article 101025. https://doi.org/10.1016/j.retrec.2020.101025
Wedel, M., & Kamakura, W. A. (2000). Market segmentation: Conceptual and methodological foundations. Springer Science and Business Media.
Werts, C. E., Linn, R. L., & Jöreskog, K. G. (1974). Intraclass reliability estimates: Testing structural assumptions. Educational and Psychological Measurement, 34(1), 25–33. https://doi.org/10.1177/001316447403400104
Yuen, K. F., Thai, V. V., & Wong, Y. D. (2016). The effect of continuous improvement capacity on the relationship between corporate social performance and business performance in maritime transport in Singapore. Transportation Research Part E: Logistics and Transportation Review, 95, 62–75. https://doi.org/10.1016/j.tre.2016.09.003
Yuen, K. F., Wang, X., Wong, Y. D., & Li, K. X. (2020). The role of stakeholder participation and sustainability integration in maritime transport: A structure-conduct-performance analysis. Transport Policy, 99, 44–53. https://doi.org/10.1016/j.tranpol.2020.08.011
Yuen, K. F., Wang, X., Wong, Y. D., & Zhou, Q. (2018). The effect of sustainable shipping practices on shippers’ loyalty: The mediating role of perceived value, trust and transaction cost. Transportation Research Part E: Logistics and Transportation Review, 116, 123–135. https://doi.org/10.1016/j.tre.2018.06.002
Published
2026-01-21
How to Cite
Justavino-Castillo, M. E., Gil-Saura, I., Fuentes-Blasco, M., & Moliner-Velázquez, B. (2026). Can sustainable practices and value enhance loyalty in maritime sector? An analysis of their discriminatory capacity. Revista Venezolana De Gerencia, 31(113), e3111321. Retrieved from https://produccioncientificaluz.org/index.php/rvg/article/view/45125
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TRIMESTRE
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