IUP Publications Online
Home About IUP Magazines Journals Books Archives
     
A Guided Tour | Recommend | Links | Subscriber Services | Feedback | Subscribe Online
 
The IUP Journal of Supply Chain Management :
A Conceptual Hybrid Model to Improve the Performance of Port Supply Chain Using Importance Performance Analysis, Quality Function Deployment and Interpretive Structural Modeling
:
:
:
:
:
:
:
:
:
 
 
 
 
 
 
 
 

Ports are very dissimilar and even within a single port the potential activities can be broad in scope and nature because of which it is difficult to choose an appropriate analysis tool. Effective tools are required for development and improvement of port industry, especially the need for better solutions for customer satisfaction. This study tries to develop a conceptual hybrid model by linking various effective tools, namely, Importance Performance Analysis (IPA), Quality Function Deployment (QFD) and Interpretive Structural Modeling (ISM), which helps to measure and improve the port supply chain performance. The IPA is used to identify attributes for improving the port supply chain performance. After acquiring customers’ perception on these attributes (what) that need the attention of the policy makers, it involves the task of identifying the port performance improvement strategies (how’s) through QFD. Using an ISM, the inter-relationship can be studied with these strategies. Then the strategies are clustered according to their driving and dependence power. When combining these three models, it is easy to measure the performance of port supply chain and provide a better solution to the port customers. As this integrated hybrid models are not specific to a certain type of service business, the model is likely to be applicable to a wide range of service industries.

 
 
 

The port industry plays an increasingly important role in the economy of many countries. In today’s global competitive environment, delivering quality service is considered as an essential strategy for success and survival (Parasuraman et al., 1985; Reichheld and Sasser, 1990; and Zeithaml et al., 1990). The effects of poor port performance on a country’s trade are too obvious. According to Thomas and Monie (2000), measuring the efficiency of ports and terminals is of specific importance, which is vital to the economy of the country and to the success and welfare of its industries and citizens. Port efficiency is an important requirement in order to survive in the competitive world of shipping industry (Bitner et al., 1994). Quality of services implies the individual’s general impression about the inferiority or superiority of the organization and its services, thereby a port can be looked at as a cluster of organizations where different logistics and transport operators coordinate in bringing value to the final consumers. Mohammadnia et al. (2010) discuss that client-orientation is considered the top strategy of all organizations across the world and that the quality of services is the biggest problem faced by service organizations.

Recently, ports are beginning to realize the importance of their overall reputation (Whittle, 2012) in determining their long-term success. As a result, some are investing individually in marketing research (Whittle, 2012) and adopting a marketing perspective for providing service. This means a shift towards understanding and meeting customer needs that go beyond basic efficiency and effectiveness by recognizing that different customers or user segments may have different criteria for determining satisfactory service. The aim of this study is to develop a hybrid model by integrating the approaches, namely, Importance Performance Analysis (IPA), Quality Function Deployment (QFD) and Interpretive Structural Modeling (ISM) to improve the port supply chain performance. Combining these three tools helps to know whether the critical attributes of customer needs and requirements are fulfilled by these approaches.

 
 
 

Supply Chain Management Journal