Long-Term Orientation of International Road Transport Firms in Their Relationship with Shipping Companies: The Case of Short Sea Shipping

Short sea shipping (SSS) provides an opportunity for cooperation among road and maritime services to deliver multimodal transportation in Europe. SSS firms' customers are the road firms and successful relations between the two require quality from the SSS firms and trust on the part of the road firms. In order to earn trust and establish long-term relationships, SSSs must establish and maintain a good market reputation based on fairness and concern for customers.