Quality of Live Animal Transport Services to Enhance Competitive Advantage in Air Cargo Business

Abstract

This research aimed to: (1) study the characteristics of users of air transportation services for living organisms; (2) analyze the problems associated with the air transportation of living organisms; (3) examine the service processes of living organism transportation in order to enhance competitiveness in the air cargo transport business; and (4) propose guidelines for improving service quality in the transportation of living organisms to strengthen competitiveness in the air cargo transport industry. A mixed-methods research design was employed. The quantitative research population consisted of 385 users of air transportation services for living organisms, selected using purposive sampling. For the qualitative research, seven key informants were selected based on the criterion of having at least three years of experience in air transportation of living organisms. Research instruments included questionnaires and interview guides. Data were collected through both primary and secondary sources. Data analysis involved descriptive statistics, including percentages, means, and standard deviations, as well as content analysis. The research findings revealed that opinions regarding the service process of living organism transportation were at a high level. The highest-rated aspect was the transportation of living organisms, followed by delivery and transportation preparation, respectively. Overall, service users demonstrated a high level of confidence and satisfaction with the living organism transportation service process, particularly in the transportation phase, which received the highest evaluation. This indicates that transportation operations were appropriate, safe, and capable of caring for living organisms in accordance with expected standards. Guidelines for improving the quality of living organism transportation services should focus on the systematic development of service processes, covering transportation preparation, in-transit control, and final delivery. Emphasis should be placed on enhancing safety standards and animal welfare, developing personnel competencies with specialized knowledge and skills, applying technology to monitor and control environmental conditions during transportation, and improving effective communication with customers. In addition, management systems should be developed with flexibility to respond promptly to customer needs and comply with international standards, thereby fostering trust, satisfaction, and sustainable competitive advantage in the air cargo transport business.