This study re-examines the perceived importance of 36 carrier selection variables to both motor carriers and shippers. The ranking discrepancies identified indicate that shippers and carriers classify most, but not all motor carrier selection variables similarly. Fortunately, motor carrier perceptions have improved since the original 2007 study. To enhance shipper satisfaction, carriers must emphasize the more important selection variables. Carriers now realize the importance of providing information and services through a comprehensive, Web-enhanced electronic data interchange (EDI). Currently carriers need to key on offering more flexible rates and respond effectively to emergency or unexpected situations.