Kargo Hizmetlerinin Pazarlanmasında Tüketici tercihlerini Etkileyen Faktörler: Malatya’da Bir Alan Çalışması

Toplumların ekonomik kalkınma sürecinde hizmetler sektörü, iktisadi gelişmeye katkısıbakımından en önemli sektörler içerisinde yer almaktadır. Taşımacılık hizmetleri ise, hizmetler sektörü içerisinde yarattığıkatma değer, istihdam ve diğer ekonomik göstergeler açısından önemli bir konuma sahiptir. Özellikle günümüzde ekonomik globalizasyonun tüm sektörlerde etkisini hissettirmesiyle birlikte hizmetler sektörü içerisinde taşımacılığın önemi daha fazla artmıştır. Küreselleşme ile birlikte hemen her alanda görülen değişim ve gelişim işletme dünyasınıda etkisi altına almıştır. İşletmeler artan rekabet baskısıaltında günümüzün bilinçli tüketicilerinin gözünde fark edilebilir olmaya çalışmaktadır. Fark edilebilme ile birlikte tercih edilmek ve bunda sürekliliği sağlayabilmek “tüketici odaklı” yaklaşımların benimsenmesini gerekli kılmaktadır. Bu noktada lojistik faaliyetler ve kargo hizmetlerinin sunumu büyük bir önem kazanmaktadır. Türkiye birçok alanda kavramlarıyabancıkaynaklardan edinmiştir. Bu da beraberinde sınıflandırma ve tanımlama yapmada ya da uluslararasıboyutta karşılaştırma yapma da bazızorluklarıberaberinde getirmektedir. Yabancıkaynaklarda, kargo; öncelikli olarak denizyolu ve havayolu sektörlerinde kullanılan ve “yük” kelimesinin diğer bir manası şeklinde tanımlanmaktadır.Kargo ve kargo işletmecisi kavramlarıTürkiye’de ise, kargo, “Tekparçada en fazla yüz kilo gramıgeçmeyen genellikle ambalaj ve kap içerisinde olan küçük boyutlu koli, sandık, paket gibi parça eşya” şeklinde tanımlanırken, kargo işletmecisi ise, “bağımsız bir işyerinin kullanma hakkına sahip olan ve kargoyu teslim alarak kısa sürede gönderilene ulaştırmak amacıyla kendi gözetimi ve denetimi altında yükleme, boşaltma, depolama, istifleme, aktarma ve gönderilene teslim gibi hizmetleri yerine getiren, taşımayıyapan ve ya yaptıran ve bundan doğacak sorumluluğu üstlenen kişi” şeklinde tanımlanmaktadır. Hizmetlerin pazarlanmasında karşılaşılan sorunlar çok değişik ve çözümleri daha zordur. Bir hizmet sektörü olan taşımacılık, ülke içinde ve dışında sosyal, ekonomik ve politik kararlardan etkilenen sektörlerin basında gelmektedir. Sektörün oluşumu, gelişimi ve yönlendirilmesi değişken faktörlere bağlıdır. Taşımacılık bir hizmet üretimidir. Hizmeti sunan; taşıyıcılar, acenteler, sigorta İsletmeleri ve gümrük komisyoncularıbirbirleriyle iliksi ve işbirliği içersindedirler. Bu isletmelerin faaliyetleri birbirinden ayrılmaz bir bütündür. Sektörde rekabet fiyata dayalıdır. Kargo şirketlerinin pek çoğu hizmette kalite ile değil, daha ucuz tasıma mantığıile hareket etmektedirler. Bu durum hizmette kaliteyi olumsuz yönde etkilemektedir. Türkiye’de kargo taşımacılık hizmetlerine yönelik araştırmaların yok denecek kadar az olması, bu çalışmanın yapılmasında en önemli teşvik edici unsur olmuştur. Bu çalışmanın temel hedefi: araştırmacıların ilgisini bu alana çekmek ve mevcut koşullarda sunulan kargo taşımacılık hizmetlerinin pazarlanmasıve kalitesi ile ilgili incelemelerde bulunmaktır. Çalışmada hedeflenen nihai sonuç: kargo taşımacılık hizmetlerinin pazarlanmasıve hizmet kalitesinin geliştirilmesi konusunda kargo firmalarına yol göstermek ve çözüm önerilerinde bulunmaktır.. Çalışmanın ana kütlesini Malatya ilinde bulunan İnönü Üniversitesi bünyesinde görev yapmakta olan akademik personel oluşturmaktadır. Konu üzerine literatürde çok az çalışma bulunmasınedeniyle bu çalışma sonucunda elde edilen verilerin sektör ve araştırmacılar için yararlıbir kaynak olabileceği düşünülmektedir.

With globalization the alteration and the development in each field influenced the company world. The companies try to be appreciable for concious consumers under increasing competitive pressure. In addition to this, it makes essential to be preferred and provided that with continuity, consumer focused adoption aproaches. Logistic activities and presentation of cargo service come into prominence. According to increasing the importance with that survey what the factors were that affect the consumer preferences were studied to analyze in cargo service. Main sections of this study are done by academic personnels in İnönü University in Malatya city. Because of few studies of that topic in literature it is thought the data which were gained from that study will be useful source fort that sector and researchers. We live the term that there is no border for products and services, consumers have unlimited preference. Until the short time before, reaching same product and service was impossible for consumers who live in rural and city. No longer these obstacles were dissappeared and it is possible to reach same product and service in a global size. Today the consumers who live in wherever in the world can reach the product that they want. This situation is related with a lot of reasons. One of the most important factors that facilitate and accelerate the developments is improvement of logistics. Inreasing oppurtunity and abilities in both quality and quantity affected the presentation of logistics sector and the natural result of cargo service. With globalization increasing in size consumer market gives many oppurtunities to the companies. However, the matter which must not be ignored is the risk that carries with it. There is almost no chance to compete in consumer market products which are not presented quick, on time, cost- efficient and wished qualification on place. Logistic, To meet customer needs, Logistics is defined as not only the raw of materials within of chain from the starting point to the last consumed product , service and flow of information effectively, but also productively transporting and storing in both directions, planning, implementing and controlling.In recent years, with globalization and rapid advances in technology, it is gaining importance as a result of the increase in the possibilities of communication between businesses and is used as a competitive weapon. Today technology is improving so quickly and spreading to all parts of the world. As the same information and technology can be obtained by everyone, competitive environment is becoming more and more difficult and labour force is becoming more and more important. In manyfields Turkey obtained the notions from foreign sources. However this situation brings about some difficulties of classification and definition or making comparison at an international level. In foreign sources cargo is defined to be another meaning of the ‘‘load’’ which is primarily used in navigation and airway. In Turkey cargo and is defined to be ‘‘in a single piece utmost a hundred kilos, generally packaged and in a container, small sized parcel, box, package’’ and the cargo operator is defined to be ‘‘a person who has a claim to own an independent office and receives the cargo, has the responsibility of transporting the cargo to the receiver in the shortest time and administersor does the processes of loading, discharging, storage, stowing, transposition and transporting the cargo to the receiver and has the responsibility of this process.’’ According to the outputs in the 2010 it can be said that cargo transportation charges in Turkey is higher than some certain countries. If we give some examples while thetransportation charge of a box weighing two kilogram is 8, 4 in Brazil 8,1, in England 6,7, in Poland 5,6, in German 4,6,in Korea 2,1 and in Mexico 0,7 . With respect to the results of 2010 Annual Industry and Service Statics that is published by Turkish Statistic Institute 2.321.979 registered enterprise is in service in Turkey. It can be seen that while large majority of these enterprises proportional %40, 5 are in service, in Wholesale and Retail Trade Sector, Transportation and Storage Sector has %17.7 share. The topic was studied in three parts in that survey. Logistics and related concepts were dwelled on the first section of that survey. The topic was a cargo, a marketing of courier services in the second section and applied survey data, result comments in the final section. That survey has basically two aims. The first one is to propound the factors of preferences of consumers to the supplier of companies as part of marketing in cargo sector in this way to propound to scan the results of the service presentations. By this means it is aimed both using resources more profitable and raising the service quality of consumers. The second basic aim is that presenting academic study is related to the contribution which is expected. The development of cargo services increases with each passing day. It is thought that these scientific studies will present important contribution. It is scanned the factors that affect the preferences of consumers in cargo service marketing. It is seen that the highest average is the preference of cargo company is related to the safe and in full cargo that is delivered with 4, 5000. From this point of view, it can be said that the most important factor of the preference of cargo company is generally about delivery. It is important that cargo company must put excessive emphasis on effecting consumers preferences, system configuration utility, safe and in full delivery. With 4, 3445 average service time consignment delivery ranks number two. Thus, the consumers who send a cargo both give the importance to deliver safe, in full and delivery time ranks number two. That is to say, it can be claimed that the cargo company which puts emphasis on both safe and in full delivery and the consumers who want or expect on time delivery comes into prominence. With 4, 0672 average I advice the cargo company that I am satisfied and with 4, 0630 average I complain the cargo company that I am not satisfied of these considerations show that the consumers are disposed to transfer positive or negative experiences to their societies. The communication channel of the companies that became apparent with this result come to hand again. The company which communicates with the consumers effectively can dissolve the complaints without getting about and profits from the positive effect. The least ratio is that I am line with campaigns of the cargo companies with 2, 6176 average. That result shows us there are at least two situations. The first point is the costumers interests to the campaigns are little and when they prefer the campaigns the level of influence from those campaigns is little, too. The second point shows the effectiveness of the companies campaigns is little. In either case it can be claimed that the funds of the companies can not be used productively.