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Assessment of Service Quality Performance in Global Seaborne Trade of Agro-Commodities Using a Hybrid DEMATEL and Fuzzy Evidential Reasoning Approach
Rasheed Onakoya 1, Zhuohua Qu 1*, Manyi Yang 2,3, Zaili Yang 3, Ha Thi Nguyen 4 and Pisit Jarumaneeroj 5
1 Liverpool Business School, Liverpool John Moores University, UK
2 School of Management Science and Engineering, Nanjing University of Information Science and Technology, China
3 Liverpool Logistics, Offshore and Marine Research Institute, Liverpool John Moores University, UK
4 Faculty of Agronomy, Nong Lam University, Ho Chi Minh City, Vietnam
5 Department of Industrial Engineering, Chulalongkorn University, Thailand
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Abstract:
The uncertainty of information supporting rational decision analysis complicates the assessment of service quality delivery among various stakeholders within a transport logistics chain. As global seaborne agro-commodity trade continues to grow, it has become increasingly vital to analyze the risks associated with this uncertainty to support rational decisions regarding service delivery. In this paper, a framework consisting of multiple service Quality Dimension Indicators (QDIs) is developed. By integrating a Decision-Making Trial and Evaluation Laboratory (DEMATEL) model with an Evidential Reasoning (ER) algorithm, an innovative rational decision analysis tool is established. This study leverages the foundational elements of the DEMATEL technique to compute the direct weighted relationship among the identified service QDIs based on their level of influence. The evaluation of these QDIs is conducted through the application of an ER algorithm. Moreover, the study introduces a novel scheme for weight normalization and probability assignment to enable the aggregated assessments of both quantitative and qualitative variables, offering a robust approach to dealing with imprecise, incomplete, or vague data in a transport and logistics chain. An empirical study is conducted using raw data from Vietnam, China, and Thailand, focusing on key players in the agro-food markets supplying products to the global market. The findings indicate that among the identified causal indicators influencing the service quality in the agro-food transport logistics (AFTL) chain, the core drivers include: openness in information exchange, company ethical image, social responsiveness, equipment efficiency, order correctness, and the application of IT and electronic data interfaces, which function as net drivers that positively influence other risk-related variables affecting service quality. The proposed evaluation model provides strong decision-support capability for improving service quality across the transport chain. Furthermore, it will enable stakeholders to develop targeted strategies to mitigate factors contributing to service quality deterioration. Overall, the study not only enhances operational efficiency but also fosters better collaboration among stakeholders in the logistics sector.
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Keywords: DEMATEL, AFTL, QDIs
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| *Corresponding author; e-mail: z.qu@ljmu.ac.uk
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©
2026
Marine Research , ISSN 2709-6629
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