Evaluating customer loyalty in association with CRM in freight forwarder firms

University essay from Högskolan i Jönköping/IHH, Centre of Logistics and Supply Chain Management (CeLS); Högskolan i Jönköping/IHH, Centre of Logistics and Supply Chain Management (CeLS)

Author: Trong Cuong Nguyen; Alican Akyuz; [2012]

Keywords: ;



Customer loyalty is one of the major issues that companies coping with in order to have a certain number of customers to survive and improve their businesses. The strategies of gaining loyal customers differ from one company to another according to their type of business. Since the customer loyalty is a branch of customer relationship management, this study aims to evaluate the activities of two freight forwarding companies for gaining loyal customers. 


The thesis aims to answer the following research questions;

  • Which aspects in a freight forwarder that customer loyalty affects directly and indirectly?
  • What kind of CRM’s activities that companies use to improve their customer loyalty?
  • What are the benefits that companies can get from the improvement of customer loyalty?


In this thesis, secondary data is used by utilizing journals, articles and books related to the topic. The primary data for empirical part is gathered through interviews with the operations managers of Link Shipping and Dragon Shipping. For our thesis, qualitative approach is followed by gathering written information rather than numbers.


The main conclusion of the thesis is the positive influence of customer loyalty strategies of freight forwarding companies overall progress. The outcomes of customer loyalty strategies not only help companies to gain loyal customers but also increase their reputation among the other companies. Relatively, for every freight forwarder it is crucial to have key accounts as their profit drivers. 

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