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Customer Priority Assessment in Freight Forwarding Services: A SMART Method Application in the Context of Halal Ecosystem

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This article discusses evaluating customer priorities in freight forwarding
companies using the Simple Multi-Attribute Rating Technique (SMART).
SMART techniques can be used to evaluate consumer priorities within an
organisation, taking into account factors such as delivery timeliness, the
safety and integrity of goods, communication and response, pricing, and
flexibility in service options. This study seeks to identify and assess the
service features that consumers consider most significant and offer
recommendations for service improvement. The results revealed that the
A2 alternative was rated first, A1 second, and A6 third, with scores of
0.547, 0.257, and 0.185667, respectively, underscoring a preference for
traits with greater benefits. Customers prioritise the safety and integrity of
the goods, achieving a maximum score of 76, indicating a significant
assessment of the condition of the goods received. This is especially relevant
in the halal ecosystem, where compliance with halal standards is essential
across sectors such as food, pharmaceuticals, and cosmetics. The
transportation and management of halal-certified products must comply
with halal certification standards, which quickly impacts consumer choice
in the freight forwarding industry. Damage or loss of goods during delivery
is a significant issue that the service provider must address. Investigations
show that customers prioritise reliability, security, integrity of goods, speed
of delivery, and effective communication, which is further strengthened by
the increasing demand for halal-compliant services.

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Detail Information

Series Title

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Call Number

AR0027

Publisher

Jakarta : IKONOMIKA: Jurnal Ekonomi dan Bisnis Islam., 2025

Collation

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Language

English

ISBN/ISSN

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Classification

AR DOS 2026

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Customer Priority Assessment
Freight Forwarder
Quality of Service

Specific Detail Info

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Statement of Responsibility

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