Point No.:1
As per Section 65(50) of Finance Act, 1994 as amended "Goods" has the meaning assigned to it in clause (7) of section 2 of the Sale of Goods Act, 1930 (3 of 1930).
As per Section 65(50a) of Finance Act, 1994 as amended “Goods carriage” has the meaning assigned to it in clause (14) of section 2 of the Motor Vehicles Act, 1988 (59 of 1988).
As per Section 65(50b) of Finance Act, 1994 as amended “Goods transport agency” means any person who provides service in relation to transport of goods by road and issues consignment note, by whatever name called.
From the above it is clear that the service you have received falls within the GTA Services.
Point No.:2
In my opinion charge of service tax on full value of GTA service is due to avail CENVAT credit on inputs, Capital goods and input services which is used for providing the taxable services by the service provider, which may be addtional burden on the service receiver.
Point No.:3
If Reverse charge Mechanism is applicable to your case, than 100% of service tax as to be paid by you.
ie Service Receiver .
Thanks & Regards,
CA Chandrashekar L