MEASURING THE EFFECT OF THE USE OF ELECTRONIC INFORMATION SYSTEM IN THE SERVICE INDUSTRY ON THE SERVICE QUALITY WITH BENCHMARKING APPROACH AND ITS APPLICATION IN A REST FACILITY

Öz

Rapid developments in information system technologies also affect service businesses, and new competitive strategies are being introduced every day. Service quality is one of the most important parameters in providing a competitive advantage. Measuring service quality is more complicated than measuring the quality of tangible products (goods) due to the unique characteristics of services. Although there are many models in the literature for the measurement of service quality, studies that compare service delivery with a classical and digital application are not very common. With this study, it is aimed to measure the change in service quality with the benchmarking approach. The model designed for this purpose emerged when a service company, which started to receive customers' demands with an electronic information system-based tablet system, wanted to learn how much this new situation reflected on the service quality. Based on the data provided by the system analysis carried out in the enterprise, the application was carried out in a recreational facility. This resting facility is a facility where truck and lorry drivers, an important provider of logistics services, receive service. The facility has just switched from the billing system to the digital system, and a study was conducted to measure the reflection of the new system on the service quality. Service quality change rate was calculated over 3 different dimensions and the average rate of change for all dimensions was determined as 21.83%. The result obtained shows the level of service quality change in customer perception between the classical ticket system and the digital system over the dimensions determined in restaurants, which are a service business. The method developed in this study can be used in different service businesses to determine the level of change in current service quality.

Anahtar Kelimeler

• Service Quality
• Benchmarking
• Electronic Information System

HİZMET SEKTÖRÜNDE ELEKTRONİK BİLGİ SİSTEMİ KULLANIMININ HİZMET KALİTESİNE ETKİSİNİN BENCHMARKİNG YAKLAŞIMI İLE ÖLÇÜLMESİ VE BİR DİNLENME TESİSİNDE UYGULAMASI

Öz

Bilgi sistemi teknolojilerindeki hızlı gelişmeler hizmet işletmelerini de etkilemekte olup her geçen gün yeni rekabet stratejileri ortaya konulmaktadır. Rekabet üstünlüğü sağlamada hizmet kalitesi en önemli parametrelerden birisidir. Hizmet kalitesinin ölçülmesi hizmetlerin özgün karakteristikleri nedeniyle somut ürünlerin (mal) kalitesini ölçmekten daha zor olmaktadır. Hizmet kalitesinin ölçümüne yönelik literatürde pek çok model yer almasına rağmen, hizmet sunumunun klasik ve dijital bir uygulama ile kıyaslamasını içeren çalışmalar çok yaygın değildir. Bu çalışma ile hizmet kalitesindeki değişimin kıyaslama (benchmarking) yaklaşımı ile ölçülmesi amaçlanmaktadır. Bu amaçla tasarlanan model, müşterilerin taleplerini elektronik bilgi sistemi tabanlı tablet sistemi ile almaya başlayan bir hizmet işletmesinin, bu yeni durumun hizmet kalitesine ne kadar yansıdığını öğrenmek istemesi ile ortaya çıkmıştır. İşletmede gerçekleştirilen sistem analizi ile sağlanan verilere dayalı olarak, Uygulama bir dinlenme tesisinde gerçekleştirilmiştir. Bu dinlenme tesisi, lojistik hizmetlerinin önemli bir sağlayıcısı olan kamyon ve tır şoförlerinin hizmet aldığı bir tesistir. Tesis adisyon sisteminden dijital sisteme yeni geçmiş olup yeni sistemin hizmet kalitesine yansımasını ölçülmeye yönelik bir çalışma gerçekleştirilmiştir. Hizmet kalitesi değişim oranı 3 farklı boyut üzerinden hesaplanmış ve tüm boyutların ortalama değişim oranı % 21,83 olarak tespit edilmiştir. Elde edilen sonuç bir hizmet işletmesi olan restoranlarda belirlenen boyutlar üzerinden klasik adisyon sistemi ve dijital sistem arasındaki müşteri algısında oluşan hizmet kalitesi değişim düzeyini göstermektedir. Bu çalışmada geliştirilen metot mevcut hizmet kalitesinin değişim düzeyini belirlemek için farklı hizmet işletmelerinde kullanılabilir.

Anahtar Kelimeler

• Hizmet Kalitesi
• Benchmarking
• Elektronik Bilgi Sistemi

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