This paper examines the relative importance of service encounter dimensionsvand price perception to the customer repurchases intention for the container shipping industry. For avoiding measurement problems, generalized cross entropy (GCE) principle is employed. The findings of this paper are 1) four service encounter: sales representatives, employee service, container operations and booking service have positive impacts on the customer repurchase intention while the impact of perceived
price is negative; and 2) these relationships are strongly moderated by the customers’ business type. The advantages of GCE are also illustrated in the paper.