A Conceptual Hybrid Model to Improve the Performance of Port Supply Chain Using Importance Performance Analysis, Quality Function Deployment and Interpretive Structural Modeling

Ports are very dissimilar and even within a single port the potential activities can be broad in scope and nature because of which it is difficult to choose an appropriate analysis tool. Effective tools are required for development and improvement of port industry, especially the need for better solutions for customer satisfaction. This study tries to develop a conceptual hybrid model by linking various effective tools, namely, Importance Performance Analysis (IPA), Quality Function Deployment (QFD) and Interpretive Structural Modeling (ISM), which helps to measure and improve the port supply chain performance. The IPA is used to identify attributes for improving the port supply chain performance. After acquiring customers’ perception on these attributes (what) that need the attention of the policy makers, it involves the task of identifying the port performance improvement strategies (how’s) through QFD. Using an ISM, the inter-relationship can be studied with these strategies. Then the strategies are clustered according to their driving and dependence power. When combining these three models, it is easy to measure the performance of port supply chain and provide a better solution to the port customers. As this integrated hybrid models are not specific to a certain type of service business, the model is likely to be applicable to a wide range of service industries