Cargo experience with metaphors: A perceptual evaluation of cargo companies

The rapid growth of e-commerce has increased the importance of cargo services in shaping customer experiences and satisfaction. This study aims to explore consumers' perceptions of cargo companies through metaphor analysis. A qualitative research design was employed, and data were collected through metaphor-based structured interviews with 65 consumers residing in Kahramanmaraş, Turkey. The data were analysed using Content Analysis. The findings indicate that consumers generally hold positive perceptions of cargo companies, particularly regarding delivery speed, reliability, and operational efficiency. However, concerns related to customer communication and service consistency were also identified. The metaphorical expressions revealed both functional and emotional dimensions of cargo experiences, providing a deeper understanding of how consumers evaluate cargo services beyond conventional satisfaction measures. The study contributes to the literature by extending metaphor analysis to the context of cargo services. It offers practical implications for improving service quality, customer communication, and brand perception in cargo companies.