TYPOLOGIES OF FREIGHT FORWARDING SERVICE FAILURES AND RECOVERY STRATEGIES

Öz

In broad terms, freight forwarders offer their customers certain logistics and shipping services. The customers who purchase these services are shippers, exporters and importers. The overall aim of the freight forwarders is to satisfy shippers, and thus sustain competitive advantages in the logistics industry. Shipper experience, dissatisfaction and complaints from freight forwarding services have not previously been studied to a greater degree in the literature. Business to business service quality research has grown as a result of increased attention to quality for shippers recently. The overall aim of this study is to analyze service failures encountered and service recovery strategies employed in freight forwarding industry. The analysis also covers the causes of such failures, the actions taken to recover service failures, and the effects of these actions on the relationship between the shippers and freight forwarders. In order to reach this aim, Critical Incidents Technique CIT , a means of measuring the perceived service quality and service failures, is used. A total of 100 critical incidents; 50 from shippers and 50 from freight forwarders related to service failures and recoveries in the freight forwarding industry were analyzed. are ranked as compensating all loses/damages, giving convincing explanations, changing suppliers and carriers, apologizing, correcting bill of lading and invoicing. Findings from the service employees’ point of view also founded that one fifth of relations after the service failures and recovery strengthened the relations between the shipper and freight forwarder

Anahtar Kelimeler

• Service Failures,Recovery Strategies,Freight Forwarding Services,Critical

NAVLUN SEVKİYATI HİZMET KUSURLARI VE GERİ KAZANIM STRATEJİLERİNİN TİPOLOJİLERİ

Öz

Taşıma işleri komisyoncusu işletmeler, müşterilerine belirli lojistik ve deniz taşımacılığı hizmetleri sağlayan işletmelerdir. Bu hizmetleri satın alan müşteriler yükleten, ihracatçı ve ithalatçılardır. Taşıma işleri komisyoncularının genel amacı yükletenleri memnun ederek, lojistik sektöründe sürdürülebilir rekabetçi avantaj elde etmektir. Yükleten deneyimleri, taşıma işleri komisyoncusu ile ilgili memnuniyetsizlik ve şikayetleri daha önce literatürde pek geniş yer almamıştır. Bu tür çalışmalara olan ilgi, yükletenlerin kalite anlayışlarına olan ilginin artmasına bağlı olarak artmaktadır. Bu çalışmanın amacı taşıma işleri komisyoncularının ve müşterilerinin yaşadıkları hizmet hatalarını ve uygulanan telafi yöntemlerini analiz etmektir. Ek olarak, yaşanan hizmet hatalarının nedenleri, telafi için alınan önlemler ve bu önlemlerin yükleten ile taşıma işleri komisyoncusu arasındaki ilişkiye etkileri de çalışmada yer almaktadır. Bu amaçlara ulaşmak adına algılanan hizmet kalitesini ölçmek adına KOT Kritik Olay Tekniği kullanılmıştır. Toplamda, elli adet yükletenlerden, elli adet taşıma işleri komisyoncularından toplanmış olan 100 adet kritik olay analiz edilmiştir. Bulgular ışığında, yükletenlerin bakış açısına göre en sık rastlanan hataların dokümantasyon, bilgilendirme ve iletişim, operasyon, ekipman, rezervasyon ve teslim hizmetlerinde yaşandığı belirlenmiştir. Ek olarak, yükletenlerden hata sonrasında özür dilemenin, tüm hasar ve zararı tazmin etmenin ve navlunun bir kısmını karşılamanın taşıma işleri komisyoncuları tarafından en sık uygulanan telafi yöntemleri olduğu ve bu tür olaylar sonrasında dörtte bir oranla aradaki ilişkinin zayıfladığı ortaya çıkmıştır. Taşıma işleri komisyoncusu bakış açısına göre ise hatalar: operasyonel, dokümantasyon, rezervasyon, bilgi ve iletişim, yükletenlerle ilgili hatalar, ekipman ve teslim hataları olarak sınıflandırılmıştır. Taşıma işleri komisyoncusu bakış açısından en sık uygulanan telafi yöntemleri ise tüm zarar ve hasarın tazmin edilmesi, açıklama yapılması, tedarikçilerin değiştirilmesi, özür dileme, konşimento ve faturaların değiştirilmesi olarak sıralanmıştır. Taşıma işleri komisyoncularının bakış açısından ise yaşanan hizmet hatası ve uygulanan telafi stratejisi sonrası beşte bir oranla taşıma işleri komisyoncusu ve yükleten arasındaki ilişki kuvvetlenmiştir

Anahtar Kelimeler

• Hizmet Hataları,Telafi Stratejileri,Üçüncü Taraf Lojistik Hizmetler

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