Relationship marketing strategies in the container shipping industry: A qualitative approach

Abstract

Recently, technological advancements, globalization, ongoing mergers and acquisitions, and intense competi-tion have dominated the container shipping industry. This situation has led to the formation of major container shipping lines with similar technologies, offering the same service. In such an environment, a strategic com-petitive advantage is no longer entirely dependent on the basic features of the service provided and customer relationships, which is more difficult to replicate, has gained importance. Container shipping lines must develop customer-centric relationship marketing strategies that cover the whole organization and marketing activities to survive, and maintain their profitability, in the current competitive environment of the industry. However, these strategies and their implementation are not precisely defined in the container shipping industry. Therefore, this study explores the relationship marketing strategies that are practiced in the container shipping industry. Data is collected via 22 semi-structured interviews with container shipping partners (i.e. container shipping lines and freight forwarders). Loyalty programs and relationship pricing are the most often mentioned relationship marketing strategies that foster customer loyalty in these interviews.