ASSESSING THE SERVICE QUALITY OF GSM OPERATORS BY ELECTRE I AND PROMETHEE METHODS

Year 2014, Issue: 12, 137 - 160, 20.04.2015

Pelin Çelik Talha Ustasüleyman

https://doi.org/10.18092/ijeas.19566

Cited By: 7

Abstract

The competitive environment which affects all the sectors as a result of globalization and improvements created by technological, economic and change factors is experienced also in the service sector. Enterprises that want to exist in this competing ambiance have to produce products and service in quality. In this thesis, the aim is to measure the service quality of the three GSM operators that rustle in Turkey. In this context, firstly level of significance of service quality dimensions are determined with the Analytic Hierarchy Process approach as a consequence of the surveys which are applied to expert team. After the level of significance determined, as a result of the surveys that are applied to students at Karadeniz Tecnical University Faculty of Economics and Administrative Sciences, the service quality of GSM operators is assessed by ELECTRE and PROMETHEE methods which are widely used multi critearia decision methods. Accourding to the results it is ascertained that the GSM operator “B” has the best performance of service quality

Keywords

Service Quality, GSM Operators, ELECTRE I, PROMETHEE

ELECTRE I VE PROMETHEE YÖNTEMLERİ İLE GSM OPERATÖRLERİNİN HİZMET KALİTESİNİN DEĞERLENDİRİLMESİ

Abstract

Ekonomik ve teknolojik gelişmelerin yarattığı değişim ve küreselleşme sonucunda tüm sektörleri etkisi altına alan rekabet ortamı hizmet sektöründe de yaşanmaktadır. İşletmelerin bu rekabet ortamında var olabilmeleri için ürettikleri ürün ve hizmetlerin kaliteli olması çok önemlidir. Bu çalışmada Türkiye’de faaliyet gösteren üç GSM operatörünün hizmet kalitesinin ölçülmesi amaçlanmıştır. Bu bağlamda öncelikle hizmet kalitesi boyutlarının önem dereceleri uzman gruba uygulanan anketler neticesinde Analitik Hiyerarşi Süreci (AHS) yaklaşımı ile belirlenmiştir. Hizmet kalitesi performansı açısından GSM operatörlerinin sıralanması için Karadeniz Teknik Üniversitesi İktisadi ve İdari Bilimler Fakültesi öğrencilerine uygulanan anketler çok kriterli karar verme tekniklerinden ELECTRE I VE PROMETHEE yöntemleri ile değerlendirilmiştir. Elde edilen sonuçlara göre hizmet kalitesi performansı en yüksek GSM operatörünün “B” firması olduğu tespit edilmiştir. 

Keywords

Hizmet Kalitesi, GSM Operatörleri, ELECTRE I, PROMETHEE

References

• ABATH, Juliana Regueira ve ALMEIDA, Adiel Teixeira de (2009), “Outsourcing Multicriteria Decision Model Based On PROMETHEE Method”, Journal of Academy of Business and Economics, 9 (1), 58-61.
• ALBADVI, Amir, CHAHARSOOGHI, S. Kamal ve ESFAHANIPOUR, Akbar (2007), Decision Making in Stock Trading: An Application Of Promethee, European Journal Of Operational Research, 177 (2), 673-683.
• ALEMI, Mehrdad, JALALIFAR, Hossein, KAMALI, Gholam Reza, KALBASI, Mansour ve PEDEC Research & Development (2011), “A Mathematical Estimation For Artificial Lift Systems Selection Based On Electre Model”, Journal of Petroleum and Engineering, 78, 193-200.
• ALMEIDA, Adiel Teixeira (2002), “Multicriteria Modelling For A Repair Contract Problem Based On Utility and The ELECTRE I Method”, IMA Journal of Management Mathematics, 13, 29-37.
• ALTUNIŞIK, Remzi, COŞKUN, Recai, BAYRAKTAROĞLU, Serkan ve YILDIRIM, Engin (2007), Sosyal Bilimlerde Araştırma Yöntemleri, 5. Baskı, Sa-karya: Sakarya Yayınları.
• ANAND G. ve KODALI Rambabu (2008), “Selection of Lean Manufacturing Systems Using the PROMETHEE”, Journal of Modelling in Management, 3 (1), 40-70.
• ANDALEEB, S. Saad ve BASU, Amiya K. (1998), “Do warranties influence perceptions of service quality?: A study of the automobile repair and service industry”, Journal of Retailing and Consumer Services, 5 (2), 87-91.
• BELTON, V. ve Stewart, T.J. (2003), Multiple Criteria Decision Analysis: An Integrated Approach, Boston: Kluwer Academic Publishers.
• BRANS,J.P. ve VINCKE,Ph. (1985), A Preference Ranking Organization Method: The Promethee Method, Management Science, 31, 647–656.
• CARO Laura M. ve GARCIA, Jose Antonio M. (2007), “Measuring perceived service quality in urgent transport service”, Journal of Retailing and Consumer Services, 14 (1), 60-72.
• FIGUEIRA, Jose Rui, GRECO, Salvatore ve ROY, Bernard (2009), “ELECTRE Methods with Interaction Between Criteria: An Extension of Concordance Index”, European Journal of Operational Research, 199, 478-495.
• GHOBADIAN, A., Speller S. ve JONES, M. (1994), “Service Quality Concepts And Models”, International Journal Of Quality & Reltability Management, 11 (9), 43-66.
• GOETSCH, David L. ve DAVIS, Stanley B., (1998), Understanding and Implementing ISO 9000 and ISO Standarts, Prentice –Hall, USA.
• GUANG, Yang , HUANG, Wenjie ve LEI, Linli (2009), “NPP Conventional Island Apparatus Supplier Selection Based On AHP and TOPSIS Approaches”, Management and Service Science (International Conference), 1-4.
• HOGSTON R. (1995), “Quality Nursing Care: A Qualitative Enquiry”, Journal of Advanced Nursing, 21 (1), 116-124.
• HU, Jun ve PENG, Jian-liang (2008), “Application of Supplier Selection Based on the AHP Theory”, Knowledge Acquisition and Modeling Workshop (International Symposium), 1095-1097.
• HUANG, Wen-Chih ve CHEN, Chien-Hua (2005), “Using The ELECTRE II Method To Apply and Analyze The Differentation Theory”, Proceedings of the Eastern Asia Society for Transportation Studies, 5, 2237-2249.
• ISHIZAKA, Alessio ve NEMERY, Philippe (2011), Selecting The Best Statistical Distribution With Promethee And Gaia, Computers & Industrial Engineering, 61 (4), 958-969.
• KASSIM, Norizan Mohd ve BOJEI, Jamil (2002), Service Quality: Gaps In Malaysian Telemarketing Industry, Journal of Business Research, 55, 845 – 852.
• KANNAN V. (2010), “Benchmarking the service quality of ocean container carriers using AHP” , Benchmarking: An International Journal, 17(5), 637 – 656.
• KHAN, Muhammed Asif (2010), “An Empirical Assessment of Service Quality of Cellular Mobile Telephone Operators in Pakistan”, Asian Social Sciences, 6 (10), 164-177.
• KURILOFF, Arthur, HEMPHILL, John M. ve CLOUD, Douglas (1993), Starting and Managing the Small Business, Mc Graw-Hill Edition, Singapore.
• LAI, Fujun, HUTCHINSON, Joe, LI, Dahui ve BAI, Changhong (2007), “An Empirical Assessment and Application of SERVQUAL in Mainland China’s Mobile Communications Industry”, International Journal of Quality & Reliability Manage-ment, 24 (3), 244-262.
• LAM, P. K. ve CHIN, K. S. (2005) “Identifying And Prioritizing Critical Success Factors For Conflict Management In Collaborative New Product Develop-ment”, Industrial Marketing Management, 34, 761– 772.
• LIOU, James J. H. Ve TZENG, Gwo-Hsiung (2007), A Non-Additive Model For Evaluating Airline Service Quality, Journal of Transport Management, 13, 131 – 138.
• MACHARIS, Cathy, SPRINGAEL, Johan, DE BRUCKER, Klaas ve VERBEKE, Alain (2004), “PROMETHEE and AHP: The Design of Operational Synergies in Multicriteria Analysis: Strengthenin PROMETHEE With Ideas of AHP”, European Journal of Operational Research, 153, 307-317.
• MALIK, Saif Ullah (2012), “Customer Satisfaction, Perceived Service Quality and Mediating Role of Perceived Value”, International Journal of Marketing Studies, 4 (1), 68-76.
• MOUSSEAU, Vincent ve DIAS Luis (2004), “Valued Outranking Relations in ELECTRE Providing Manageable Disaggreation Procedures”, European Journal of Operational Research, 156, 467-482.
• PARASURAMAN, A., ZEITHAML, Valarie A. ve BERRY, Leonard L. (1985), “A Conceptual Model Of Service Quality And It’s Implications For Future Research”, Journal Of Marketing, 49, 41-50.
• PARASURAMAN, A., ZEITHAML, Valarie A. ve BERRY, Leonard L. (1994), “Alternative Scales For Measuring Service Quality: A Comparative Assessment Based On Psychometric and Diagnostic Criteria, Journal of Marketing, 70 (3), 201-230.
• PUNNIYAMOORTY, M., PONNUSAMY, M. ve LAKSHMI G. (2012). “A Combined Application of Structural Equation Modeling (SEM) And Analytic Hierarchy Process (AHP) in Supplier Selection”, Benchmarking: An International Journal, 19 (1), 70 – 92.
• RAHMAN, Zillur (2006), “Superior Service Quality in Indian Cellular Telecommunication Industry: A Source of Sustainable Competitive Advantage in an Emerging Economy”, Services Marketing Quarterly, 27 (4), 115-139.
• RAO, Venkata R. ve PATEL, B. K. (2010), “Decision Making In The Manufacturing Environment Using An Improved PROMETHEE Method”, International Journal of Production Research, 48 (16), 4665-4682.
• SAATY, Thomas (1980), The Analytic Hierarchy Process, Usa: Mcgraw-Hill International Book Company.
• SAATY, Thomas L. (1990), “How To Make A Decision: The Analytic Hierarchy Process”, European Journal of Operational Research, 48, 9-26.
• SAVAŞÇI, İpek ve GÜNAY, G. Nazan (2008), “İşletmelerin Rekabet Üstünlüğü Sağlamalarında Müşteri Değerinin Yaratılması: GSM Operatörlerinin Üniversi-te Öğrencilerine Sundukları Hizmet Algılamalarına Yönelik Bir Değerlendirme”, Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 30, 251-274.
• WANG, Yonggui, LO, Hing-Po ve YANG, Yongheng (2004), “ An Integrat-ed Framework for Service Quality, Customer Value, Satisfaction: Evidence from China’s Telecommunication Industry”, Information Systems Frontiers, 6 (4), 325-340.
• VAN DER WAL, R.W.E., PAMPALLIS, A. ve BOND, C. (2002), “Service Quality in a Cellular Telecommunications Company: A South African Experience”, Managing Service Quality, 12 (5), 323-335.
• VAN PHAM, Kien-Quoc ve SIMPSON, Merlin (2006), “The Impact of Frequency of Use on Service Quality Expectations: An Empirical Study of Trans-Atlantic Airline Passengers”, The Journal of American Academy of Business, Cambridge, 10 (1), 1-6.
• YOUNG, Clifford, CUNNINGHAM, Lawrence ve LEE, Moonkyu (1994), “Assessing Service Quality As An Effective Management Tool: The Case Of The Airline Industry”, Journal of Marketing, 76-96.
• ZEITHAML, V.A. ve BITNER M. J. (2003), Service Marketing, Integrating Customer Focus Across The Firm, 3rd Edition, Mcgraw-Hill.
• ZHAO, JinPing, XIONG, JunXing, PENG, Lin, TU, Haining ve LIU JianSheng (2009), “Research of Modeling the Evaluation Choice on Materials Suppliers Based on AHP”, World Congress on Software Engineering, 416-419.