ABSTRACT
Intra-port competition refers to the presence of two or more firms competing to provide the same services in the same port complex. Marketing is the process of defining, developing, and delivering value to stakeholders depending on distinctive competencies. Marketing strategies developed by port authorities’ deal with networks of stakeholders, the members of which are categorized into three groups: business-related stakeholders, societal groups and local communities, and institutional stakeholders. Despite the best of intentions and efforts when developing relationships, customers may defect to other ports. The main reasons behind this change in port choice are related to inadequate service or often just the impression of being treated with indifference. It is of paramount importance to occasionally survey customers, preferably via direct verbal communication, to discover satisfaction levels about the port and find out how the port service compares to the competition. This form of market research should be approached systematically and regularly to understand changes in customer satisfaction levels.
