Taşımacılık Hizmetlerinde Modülerlik ve Müşteri Memnuniyeti

Öz

Yeni pazarlara girmek, değişmekte olan teknolojileri hızla kullanmak ve stratejik esneklik kazanmak için firmalar ürün, servis, süreç ve organizasyon tasarımlarını yeniden ele almaktadırlar. Bu bağlamda modülerlik yaklaşımı daha da önem kazanmaktadır. Servis modülerliği literatürde, karmaşık servisleri organize etmek için geliştirilmiş bir strateji olarak tanımlanmaktadır. Servis modülerliğinin firmalara zaman ve maliyet açısından yarar sağladığı düşünülmektedir. Bu çalışmada, bir taşımacılık firmasında servis modülerliği ve müşteri memnuniyeti dinamikleri incelenmektedir. Çalışmada öncelikle odak taşımacılık firmasının sunduğu üç farklı servisin mevcut durumları incelenerek, bu servislerin müşteri memnuniyeti açısından aksaklık oluşturan noktaları üzerinde yoğunlaşılmıştır. Ardından servislerin modülerlik yapısı ele alınarak, modül olarak kullanılan ve modül hale gelmesi planlanan servis süreçleri belirlenmiştir. Daha sonra, SERVQUAL ölçeğinden yararlanılarak her bir süreç için müşteri değerlendirmeleri anket yöntemi ile elde edilmiştir. Böylece her bir süreçte müşterilerin beklediği ve algıladığı kalite arasında fark olup olmadığı belirlenerek, müşteri memnuniyetsizliğine yol açan durumlar servis modülerliği dinamikleri ile açıklanmaya çalışılmıştır. Elde edilen sonuçların, servis modülerliği açısından genel anlamda firmalara vizyon sağlayacağı düşünülmektedir.

Anahtar Kelimeler

• Hizmet,Servis Modülerliği,Servis Kalitesi,Müşteri Memnuniyeti,SERVQUAL Modeli

Modularity and Customer Satisfaction in Transportation Services

Öz

In order to enter new markets, use rapidly changing technologies and gain strategic flexibility firms redesign their products, services, processes and organizations. Modularity approach has gained importance with these changes. Service modularity is defined as a strategy developed to organize complex services in literature. The use of service modularity is expected to benefit companies in terms of time and cost. In this study, the service modularity and customer satisfaction dynamics are analyzed in a transportation company context. After identification of the current conditions of the three services provided by the focal transportation company, research has been carried out on the deficiencies of these services in terms of customer satisfaction. Then, the modularity of the service processes which are used as modules and planned to become modules are examined. In order to evaluate each services from the point of view of customer, SERVQUAL measurement model is used via a survey study. This evaluation is considered from the customer point of view and it is determined whether there is any difference between the quality that customers expect and perceive. The relationship of the determined differences for service modularity with customer satisfaction is analyzed. It is assumed that the results will provide various benefits to the company with the implementation of service modularity.

Anahtar Kelimeler

• Service,Service Modularity,Service Quality,Customer Satisfaction,SERVQUAL Model

Kaynakça

1. Abdullah, K., Manaf, N. H. A., & Noor, K. M. (2007). Measuring the service quality of airline services in Malaysia. International Journal of Economics, Management and Accounting, 15(1).
2. Abdur Razzaque, M., & Chen Sheng, C. (1998). Outsourcing of logistics functions: a literature survey. International Journal of Physical Distribution & Logistics Management, 28(2), 89-107.
3. Bask, A., Lipponen, M., Rajahonka, M., & Tinnila, M. (2010). The concept of modularity: diffusion from manufacturing to service production, Journal of Manufacturing Technology Managment, 21(3), 355-375.
4. Bask, A., Lipponen, M., Rajahonka, M., & Tinnilä, M. (2011). Modularity in logistics services: a business model and process view. International Journal of Services and Operations Management, 10(4), 379-399.
5. Böttcher, M., & Klingner, S. (2011). Providing a method for composing modular B2B services. Journal of Business & Industrial Marketing, Emerald Group Publishing Limited, 26(5), 320-331.
6. Campagnolo, D., & Camuffo, A. (2010). The concept of modularity in management studies: a literature review. International Journal of Management Reviews, 12(3), 259-283.
7. Caruana, A., Money, A.H., & Berthon, P.R. (2000). Service quality and satisfaction – the moderating role of value, European Journal of Marketing, 34(11), 1338-1352.
8. Chen, J., & Tsou, H. (2012). Performance effects of it capability, service process innovation, and the mediating role of customer service. Journal of Engineering Technology Management, 29(1), 71–94.

9. Çırpın, B.K., ve Kurt, D. (2016). Havayolu taşımacılığında servis kalitesi ölçümü, Journal of Transportation and Logistics, 1(1), 83-98.
10. D’Adderio, L., & Pollock, N. (2014). Performing modularity: competing rules, performative struggles and the effect of organizational theories on the organization. Organization Studies, 35(12), 1813–1843.
11. Dörbecker, R., & Böhmann, T. (2013). The concept and effects of service modularity- a literature review, 46th Hawai International Conference on System Sciences, 1357-1366.
12. Fixson, S.K. (2005). Product architecture assessment: a tool to link product, process, and supply chain design decisions. Journal of Operations Management, 23, 345–369.
13. Lin, Y., Luo, J., & Zhou, L. (2010). Modular logistics service platform In Proceedings of 2010 IEEE International Conference on Service Operations and Logistics and Informatics, 15-17 July, China, ISBN: 978-1-4244-7119-5.
14. Lin, Y., & Pekkarinen, S. (2011). QFD-based modular logistics service design. Journal of Business & Industrial Mmarketing, 26(5), 344–356.
15. MacCormack, A., Rusnak, J. ve Baldwin, C. (2007). Exploring the duality between product and organizational architectures: a test of the “mirroring” hypothesis. Research Policy, 41(8), 1309-1324.
16. Oyebode, A., (2004) Modularity and quality. Proceedings from the 2nd seminar on development of modular products, December 13-14, 2004, Sweden, 19-24.
17. Rahikka, E., Ulkuniemi, P., & Pekkarinen, S. (2011). Developing the value perception of the business customer through service modularity, Journal of Business & Industrial Marketing. 26(5), 357–367.
18. Rajahonka, M. (2013). Views of logistics service providers on modularity in logistics services. International Journal of Logistics Research and Applications, 16(1), 34-50.
19. Sureshchandar, G. S., Rajendran, C., & Anantharaman, R. N. (2002). The relationship between service quality and customer satisfaction–a factor specific approach. Journal of services marketing, 16(4), 363-379.
20. Yang, L., & Shan, M. (2009). Process analysis of service modularization based on cluster arithmetic. In 2009 First international workshop on database technology and applications, 25-26 April, China, IEEE, 263-266.
21. Yıldız, O. ve Erdil, S. (2013). Türkiye havayolu yolcu taşımacılığı sektöründe hizmet kalitesinin karşılaştırmalı ölçümlenmesi, Öneri Dergisi, 10(39), 89-100.
22. Yılmaz, M., Yılmaz Börekçi, D., ve Örnek, A. (2017). Influence of organizational culture on service provider selection. Istanbul University Journal of the School of Business, 46(1), 2-18.
23. Zirpoli, F., & Camuffo, A. (2009). Product architecture, inter-firm vertical coordination and knowledge partitioning in the auto industry. European Management Review, 6(4), 250-264.