Increased loyalty in maritime shipping in Panama with a customer focus

Customers may fulfil different roles in maritime shipping. Objective. To analyze loyalty in the relationships among maritime firms according to customer types (importers and freight forwarders), with sustainable practices and logistics value as loyalty-driving variables. Methodology.A sample of 105 Panamanian maritime shipping firms was analyzed by estimating a structural equation model. Results. The importance of logistics value in mediating the relationship between sustainable business practices and customer loyalty is demonstrated, and the influence of customer type on the proposed chained effects is substantiated. Conclusions. The chain of effects is heightened for importers while the loyalty strategy is supported by both logistic value and sustainable practices. The route for maintaining long-term relationships with this type of customer is thus outlined.