Abstract
A professionalised branded service by small carrier operators and quality consciousness on the part of the shipper are lacking in the Indian trucking industry. Most small carrier operators provide similar services and charge competitive prices. The services offered by them, however, leave much to be desired. Assuming that knowledge of what the customers expect from the carriers may help them to improve the quality of their services, this study explores the perceptions of small firm shippers selected from an Indian city. The study suggests that costs, completeness of service, and the reputation of the carriers and their services are uppermost in the minds of small firms when selecting afreight carrier.
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