This study investigates the perceived importance of 36 carrier selection variables to both motor carriers and shippers. The ranking discrepancies identified indicate that shippers and carriers do not classify certain motor carrier selection variables similarly. Fortunately, motor carrier perceptions have improved since the Abshire and Premeaux (1991) study. To enhance shipper satisfaction, carriers must emphasize the more important selection variables. Specifically, carriers need to focus on offering more flexible rates, respond effectively to emergency or unexpected situations, and provide information and services through a comprehensive, Web-enhanced, electronic-data-interchange.