Taşımacılık Hizmetlerinde Modülerlik ve Müşteri Memnuniyeti

Yıl 2020, Cilt: 5 Sayı: 2, 167 - 190, 24.06.2020

Berfu Demir , Dilek Yılmaz Börekçi , Sinem Büyüksaatçı Kiriş

https://doi.org/10.23834/isrjournal.710658

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

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