The container shipping industry is vital to global trade, yet in Tanzania, freight forwarder satisfaction often hinges on specific service quality dimensions that are overlooked. This study investigates key factors, speed, reliability, responsiveness and value affecting Tanzanian freight forwarders’ experiences, using Inchcape Shipping Line as a case study. Employing both quantitative and qualitative methods, the study applies the SERVQUAL model to identify significant satisfaction gaps and priorities, revealing that enhancements in responsiveness and reliability are crucial for fostering customer loyalty and trust. Findings demonstrate that Tanzanian shipping lines must prioritize consistent communication, timely delivery, and transparent pricing to align more closely with freight forwarder needs. These insights offer actionable strategies for service improvement, informing both industry practice and policy. In an era of rapid digitalization, this research provides a path forward for Tanzanian container shipping lines to enhance service standards, boost competitive resilience, and support sustainable growth in the nation’s maritime sector.
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