Over the past few decades, much has been published in terms of case and empirical studies regarding the modal or carrier choice criteria. However, there are relatively few research studies that have examined the relationship of the each factor. This study has aimed to examine the effect of the relationship among the modal and carrier choice factors, customer satisfaction and behavior intention using covariance structure analysis. A conceptual research model was built based on selected literature review which are related to transportation modes and carrier selection. In order to attain the goal, an empirical analysis had been carried out. According to the research result, the first important factor is the traditional factors such as cost, reliability, and quickness. The safety of passenger and freight transportation services is more important than the traditional ones. The convenience was regarded as the most critical factor to the customer satisfaction. In other words, if the fast ferry shipping companies provide higher quality service of safety and convenience, the firms could accomplish higher customer satisfaction, which brings much profit to the companies. In conclusion, it is very important that the fast ferry service providers have to strengthen its core capabilities such as safety and convenience and try to develop firm specificity. These efforts will provide more benefits to the companies.

Over the past few decades, much has been published in terms of case and empirical studies regarding the modal or carrier choice criteria. However, there are relatively few research studies that have examined the relationship of the each factor. This study has aimed to examine the effect of the relationship among the modal and carrier choice factors, customer satisfaction and behavior intention using covariance structure analysis. A conceptual research model was built based on selected literature review which are related to transportation modes and carrier selection. In order to attain the goal, an empirical analysis had been carried out. According to the research result, the first important factor is the traditional factors such as cost, reliability, and quickness. The safety of passenger and freight transportation services is more important than the traditional ones. The convenience was regarded as the most critical factor to the customer satisfaction. In other words, if the fast ferry shipping companies provide higher quality service of safety and convenience, the firms could accomplish higher customer satisfaction, which brings much profit to the companies. In conclusion, it is very important that the fast ferry service providers have to strengthen its core capabilities such as safety and convenience and try to develop firm specificity. These efforts will provide more benefits to the companies.

Fast Ferry Service, Cost, Modal and Carrier Selection Criteria, Convenience, Customer Satisfaction, Behavior Intention