Service quality is still a new concept to those who works in shipping lines services since it has not been identified as a mandatory factor to increase competitiveness. Most carriers are currently offering services at the same level of price, transit time, equipment, etc. Thus offering a high quality service is the best way for a carrier to differentiate itself from its competitors in the market. The research aims to conduct an assessment on service quality at Wan Hai Lines (WHL) outbound services based on the SERVQUAL model, form of dimension-bydimension analysis. This study was based on a survey of 135 people. The outcome is the service quality of WHL outbound services can be identified by three dimension(s): Empathy and Responsiveness, Assurance, and Reliability. It would help management to have an overall picture about the current service quality, and to find solutions to improve service quality following the recommendations. WHL managers need to recognize that “Reliability” has the strongest influence on customers’ expectations, then come “Empathy and Responsiveness” and “Assurance”. Therefore, board of managers should spend time looking carefully at each of the three dimensions, especially for the biggest gap between perceptions and expectations of three dimensions as well. Then the recommendations were raised.

Abstract
 1. Introduction
 2. Theory Base
  2.1. Characteristics of Service
  2.2. Definition of Service Quality
  2.3. Measuring Service Quality
  2.4. Service Quality in Shipping Industry
 3. Research Methodology
 4. Data Analysis and Results
  4.1. Responses of Expectations
  4.2. Respondents of Perceptions
  4.3. Exploratory Factor Analysis
  4.4 Gap between Customer Expectations and Perceptions
 5. Recommendations
  Improving qualifications of employees:
  Improve sales skills:
  Professional customer services:
  Enhancing customers’ relationship:
  Increasing effective process:
 6. Conclusions
 References

• Ha Nam Khanh Giao(Director of the Institute of Applied Economics, University of Finance – Marketing) Corresponding Author
• Bao Trung(Head of Department of Science Administration, University of Finance - Marketing)
• Pham Quang Truong(School of Business Administration, Saigon International University)