Benevolence as a predictor of customer referrals: A study on ocean freight forwarders

This study investigates the role of benevolence, a form of emotional trust as a predictor of customer referrals in the ocean freight forwarding industry. While previous research has explored the effects of technical and functional service quality on customer satisfaction, this research emphasizes the emotional factors that drive referral behavior. Using a quantitative approach and multiple linear regression analysis, data were collected from customers who had firsthand experience with freight forwarding services. Results showed that among all the evaluated factors technical quality, functional quality, credibility, and benevolence only had a statistically significant impact on customer referral intent. This finding highlights the importance of emotional connection over operational performance in driving customer advocacy. Customers are more likely to recommend a company when they feel genuinely cared for, not merely served. The study offers practical recommendations for freight forwarding companies, such as focusing on empathetic communication, follow-up after service, emotionally rewarding referral programs, and personalized CRM usage. The findings emphasize that in high-trust service industries, sustainable growth through referrals is best achieved through relational strategies centered on kindness and care.