Determining Important Carrier Attributes: A Fresh Perspective Using the Theory of Reasoned Action

The world has changed a great deal since the most recent installment in the carrier selection criteria literature. The terrorist attacks of September 11th, the recession that followed, and a current business environment characterized by constrained transportation capacity are all likely to have changed the emphasis shippers place on attributes used to select carriers. First, the authors posit three selection criteria have grown more important in the post-September 11th world. Second, the benefits of utilizing the Theory of Reasoned Action to determine the most important selection criteria, and to identify the parties in the shipping organization who value these criteria, are explained. Third, results of an exploratory study demonstrating the usefulness of the Theory of Reasoned Action to predict carrier choice are illustrated. Implications and contributions to academic research and industry practice are then discussed.