A Study on the Importance-Satisfaction Analysis of Port Users’ Choice Attributes(Focusing on Gwangyang A Port)

In this study, demographic characteristics and importance-satisfaction analysis on reliability, expertise, speed, and safety were conducted on actual shipping companies, shippers, transport companies, port support companies, and others to use as basic data for strengthening the competitiveness of container terminals. In addition, the impact on the importance-satisfaction of customers using container terminals was analyzed. Through the importance-satisfaction analysis(IPA) of the selected attributes of customers using the container terminal, there first identified the evaluation measurement items that require improvement. By analyzing the influence of selection attributes on the reuse intention of container terminal users, the most influential measurement items that promote reuse of container terminal users were identified and the influence of evaluation measurement items was presented. As a result of the verification, Durbin-Watson showed a value close to 2 at 1.851, indicating the independence of the model, and multicollinearity among independent variables was confirmed to be absent as the VIF index was less than 10 except for reliability. This appears to be a model suitable for multiple regression analysis, and the selection attribute factors were confirmed to have a significance probability value of <0.001. By identifying the selection attributes and satisfaction levels that container terminal users consider important through importance-satisfaction analysis, it will be possible to more accurately identify customer needs, improve container terminal operation efficiency, and strengthen container terminal competitiveness.