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The attributes of services can be categorised as service quality and service preference. While studies have addressed the importance of service quality, shippers’ service preference and its relationship to perceived value and purchase intentions remain unexplored. Therefore, the purpose of this study is to propose a causal model in the context of short sea shipping services to investigate the influence of purchase intention through the shipper’s service preference and perceived value.

Structural equation modelling is applied to assess the empirical strength of the relationships in the proposed model. The model is validated through empirical testing by taking samples from shippers in Taiwan.

The results show that service attributes, namely, timing related, pricing related, warehousing, sales, door-to-door, information and advertising, positively affect shippers’ service preference. Service preference significantly affects customer perceived value as well as purchase intentions. Moreover, perceived value strongly affects purchase intentions.

Matching between the product offered and the diversified customer need is key to the business operation’s success. This study suggests that carriers should position themselves to both self-competence and market values.