Bangladeş Hizmet Sektöründeki Çokuluslu Şirketlerde Müşteri Memnuniyetini Etkileyen Destekleyici İletişim Üzerine Görgül Bir Araştırma

Year 2012, Volume: 12 Issue: 4, 435 - 448, 01.09.2012

A.k.m. Mominul Haque Talukder

Abstract

“Bilgi veya bilgi işçisi” çağı olarak kabul edilen günümüzde, bilgi alışverişi ve net iletişim örgütsel süreçlerin kontrolü ve koordinasyonunda oldukça önemli hale gelmiştir. Bazı araştırmacılar bir örgütteki herhangi bir etkin kalite girişimi (QI) uygulamasının örgüt içerisindeki hem geleneksel sınırların hem de iletişim kanallarının yeniden tanımlanmasını kapsadığını ortaya koymuşlardır. Bu makale, çalışanlar arasında müşteri tatminini etkileyen destekleyici iletişimin önde gelen çeşitli unsurlarını araştırmaktadır. Bulgulara göre, yönetici kademesindeki (ME’ler) çalışanlar ve diğer çalışanlar (NME’ler) arasında aktif dinleme ve savunmadan bağımsız olarak tüm değişkenlerde önemli farklılıklar vardır. ME’ler müşteri tatminini arttırmak için insancıl liderliğin, takım çalışmasının ve NME’ler ile yüz yüze tanışıklığın altını çizmektedirler. Ayrıca ME’lerin diğer çalışanlara göre destekleyici iletişimin uzun dönemli etkileri konusunda daha iddialı oldukları ortaya çıkmıştır. Aynı zamanda NME’lerin destekleyici iletişim ile ilgili daha isteksiz oldukları, daha çok kesin ödüller ve verimlilikle ilgilendikleri görülmüştür. Sonuç olarak bulgular bu boyutları dikkate almanın hizmet işletmelerine müşteri tatminini önemli ölçüde arttırma olanağı vereceğini göstermektedir

Keywords

Duygusal zeka, liderlik, takım çalışması, savunmacılık, müşteri tatmini

An Empirical Study of Supportive Communication Impacting Customer Satisfaction in Multinational Companys’ Service Industry of Bangladesh

Abstract

In the accepted age of the “knowledge or information worker,” information exchange and communication clarity are essential in the coordination of effort and control of organizational processes. Indeed, some researchers have reported that the bedrock of the effective implementation of any quality initiative (QI) within an organization involves the redefinition of both traditional boundaries and the communications channels that exist within an organization. The present research investigates various antecedents of supportive communication affecting customer satisfaction within employees. Result showed significant difference between managerial (MEs) and nonmanagerial (NMEs) employees in all the variables irrespective of active listening and defensiveness. The study reveals that MEs underscore on humanized leadership, teamwork, recognition vis-à-vis to NMEs to augment the level of customer satisfaction. Findings indicate that MEs are more assertive about long term implications of supportive communication than NMEs. The research also discloses NMEs’ reluctance about supportive communication rather they are more interested in outright rewards and productivity. The findings recommend that incorporating these dimensions may render service organization with the potent to enhance customer satisfaction significantly

Keywords

Emotional intelligence, leadership, teamwork, defensiveness, customer satisfaction

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