Attributes driving the selection of trucking services and the quantification of the shipper’s willingness to pay

•This paper investigates attributes driving the selection of trucking services.•Data are collected from a shipper survey containing a stated choice experiment.•A mixed logit is used to model this choice and quantify willingness to pay.•Numerical example and meaningful advice for shippers and carriers is provided.

This paper investigates the selection of trucking services by shippers that require the movement of truck shipments. A set of pragmatic attributes are postulated to describe trucking services. They are used in a stated choice experiment that collects data and preferences from shippers. A mixed logit model is estimated in order to test the attributes and quantifying the shipper willingness to pay for them. The results are used to provide meaningful negotiation guidance for truck-related shippers and carriers, a significant contribution to literature in transportation, logistics, and supply chain management. A numerical example illustrates the use of the model.