TRANSPARENCY IN FREIGHT FORWARDING: How Honest Communication Drives Brand Loyalty — A Study on Sevenseas Global Express Logistics Pvt. Ltd., Chennai

This article investigates how ethical marketing practices influence customer trust and brand loyalty in the logistics sector, with Sevenseas Global Express Logistics Pvt. Ltd. (Chennai) as the focal organization. In an era of heightened consumer awareness, principles of honesty, integrity, and open communication have become strategic imperatives. Using a descriptive research design with a structured questionnaire administered to 142 respondents, the study employs percentage analysis, weighted mean, Henry Garrett Ranking, and Pearson Correlation to uncover the role of ethics in logistics marketing. The findings confirm that fair customer treatment, data privacy, and transparent communication significantly strengthen brand trust and loyalty. Ethical behaviour emerged as the most decisive trust-driver (weighted average: 4.43), and a near-perfect correlation (r = 0.99) was established between honest delivery commitments and non-misleading marketing.