Vol. 14 No. 2 (2026): Business & Management Studies: An International Journal
Articles

Cargo experience with metaphors: A perceptual evaluation of cargo companies

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  • Mehri Banu Erdem
Mehri Banu Erdem
Dr., Kahramanmaraş İstiklal University, Kahramanmaraş, Turkey

Published 2026-06-25

Keywords

  • Perceived Quality, Service Experience, Customer Satisfaction, Cargo, Metaphor
  • Algılanan Kalite, Hizmet Deneyimi, Müşteri Memnuniyeti, Kargo, Metafor

How to Cite

Cargo experience with metaphors: A perceptual evaluation of cargo companies. (2026). Business & Management Studies: An International Journal, 14(2), 717-734. https://doi.org/10.15295/bmij.v14i2.2743

Copyright (c) 2026 Mehri Banu Erdem

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Cargo experience with metaphors: A perceptual evaluation of cargo companies. (2026). Business & Management Studies: An International Journal, 14(2), 717-734. https://doi.org/10.15295/bmij.v14i2.2743

Abstract

The rapid growth of e-commerce has increased the importance of cargo services in shaping customer experiences and satisfaction. This study aims to explore consumers' perceptions of cargo companies through metaphor analysis. A qualitative research design was employed, and data were collected through metaphor-based structured interviews with 65 consumers residing in Kahramanmaraş, Turkey. The data were analysed using Content Analysis. The findings indicate that consumers generally hold positive perceptions of cargo companies, particularly regarding delivery speed, reliability, and operational efficiency. However, concerns related to customer communication and service consistency were also identified. The metaphorical expressions revealed both functional and emotional dimensions of cargo experiences, providing a deeper understanding of how consumers evaluate cargo services beyond conventional satisfaction measures. The study contributes to the literature by extending metaphor analysis to the context of cargo services. It offers practical implications for improving service quality, customer communication, and brand perception in cargo companies.

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