MÜŞTERİ HİZMETLERİ BÖLÜMÜNDE SÜREÇ ANALİZİ VE STRATEJİK PLANLAMA- LASTİK SEKTÖRÜNDE BİR UYGULAMA

Yıl 2020, Cilt: 8 Sayı: 2, 191 - 211, 31.08.2020

İrem Uçal Sarı Duygu Sergi Semih Faruk Özuduruk

https://doi.org/10.20290/estubtdb.604569

Cited By: 1

Öz

Bu çalışma kapsamında, bir işletmenin süreç analizinin yapılması ve sonrasında işletme stratejisinin oluşturulması için gerekli analiz ve stratejik yönetim modelleri incelenmiştir. Daha sonra, işletme geneli için incelenen bu yöntemler, bir işletme özelinde müşteri hizmetleri bölümüne uygulanmıştır. Çalışma kapsamında, öncelikle SWOT analizi ile iş biriminin içinde bulunduğu mevcut durumun özellikleri belirlenmiş, sonrasında oluşturulan Genişletilmiş SWOT matrisi ile ortaya çıkan faktörlere uygun stratejiler belirlenmiştir. Stratejiler belirlendikten sonra İç Faktör Değerlendirme ve Dış Faktör Değerlendirme matrisleri ile SWOT analizinde ortaya konan faktörler ağırlıklandırılarak puanlanmıştır. Oluşturulan puanlar, İç-Dış Faktörler matrisine yerleştirilerek işletmenin bulunduğu stratejik konum tayin edilmiştir. Son aşamada ise, seçilen stratejiye ulaşmak amacı ile Kurumsal Karne (Balanced Scorecard-BSC) yönteminden faydalanılarak oluşturulan stratejik harita üzerinde faktörler arası ilişkiler gösterilmiş ve alt stratejiler belirlenmiştir.

Anahtar Kelimeler

Süreç Analizi, SWOT Analizi, Genişletilmiş SWOT Analizi, Kantitatif Strateji Planlama Matrisi,, Kurumsal karne analizi

PROCESS ANALYSIS AND STRATEGIC PLANNING IN CUSTOMER SERVICE DEPARTMENT- AN APPLICATION IN TIRE SECTOR

Öz

Within the scope of this study, the necessary analysis and strategic management models are examined to perform a process analysis and form a strategy for an enterprise. Then these methods are applied to the customer service department for a specific enterprise. In the context of the study, firstly, the features of the current situation in which the business unit is located are determined by SWOT analysis method; afterwards, the strategies, which are in accordance with the factors emerged with the expanded SWOT matrix, are determined. After determining the strategies, the factors, which are revealed in the SWOT analysis, are weighted and scored within Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices. The scores are placed in the Internal-External (IE) matrix and the strategic location of the enterprise is determined. In the final phase, the relationships between the factors are shown on the strategic map created by using the Balanced Scorecard (BSC) method in order to reach the selected strategy and sub-strategies are determined.

Anahtar Kelimeler

Process analysis,, SWOT analysis,, Extended SWOT analysis,, QSPM,, BSC analysis

Kaynakça

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