A STUDY ON ENHANCING PORT COMPETITIVENESS THROUGH SERVICE QUALITY MEASUREMENTS AFFECTING CUSTOMER SATISFACTION IN PAKISTAN'S LEADING SEAPORTS

Abstract

International trade activities heavily depend on seaports whereas high-quality port services directly affect both customer contentment and market position of ports. This study investigates the relationship between port service quality and customer satisfaction at Karachi’s major ports—Karachi Port and Port Qasim. The survey methodology was used to gather data from 150 users at the port which comprised shipping companies freight forwarders and logistics companies. This research determines the service quality influence using descriptive statistics as well as correlation analysis and regression modeling to examine the effects of efficiency and reliability together with infrastructure and security and digitalization. Efficiency and digitalization gave the highest positive relationship (r = 0.72, p < 0.01) and (r = 0.68, p < 0.01) with customer satisfaction yet port congestion and bureaucratic delays presented substantial negative influence on service perceptions. The analysis conducted through regression verifies service quality factors in explaining 65% (R² = 0.65) of customer satisfaction variations thus demonstrating the vital importance of strategic service improvements. The study participants stress that capital investment for modern infrastructure combined with streamlined customs operations along with smart port technologies would boost service quality and competitive strength. The study demonstrates why policy decisions focused on customer satisfaction must be adopted to improve port services at Karachi which contributes to enhancing maritime trade in Pakistan. The research supplies proven guidelines that help port authorities execute operational excellence and deliver superior customer satisfaction.