THE EFFECT OF RAILWAY FREIGHT TRANSPORTATION SERVICE QUALITY ON THE MARKETING PERFORMANCE OF THE COMPANIES

Öz

Due to its geographical location, Turkey acts as a bridge between the Asian and European continents and is a country located on the historical Silk Road route. It is thought that Turkey, which has realized projects such as the Baku-Tbilisi-Kars Railway line and Marmaray for the Middle Corridor in the One Belt One Road project, has strengthened its position as a transit country with its European and Iranian railway transport. Rail transport offers various advantages in terms of time, cost, and distance compared to maritime and road transport, and it also stands out as an effective option for manufacturers and logistics service providers. In this sense, it is necessary to meet the needs of the national and international markets and to analyze the quality of transportation service. In the light of these developments in infrastructure, this study aims to measure the quality of the service provided by Turkish Republic State Railways Transportation Inc., which organizes international railway transportation in Turkey, and to examine its effect on the marketing performance of its business customers. In this context, a survey was conducted for 54 companies receiving service from TCDD Taşımacılık Inc.. According to the results of the regression analysis of the research conducted using the perceived service quality and marketing performance scale, it has been determined that the perceived service quality sub-dimensions reliability-responsiveness, assurance, and tangible assets have a positive effect on marketing performance.

Anahtar Kelimeler

• service quality
• marketing performance
• railway freight transportation

DEMİRYOLU YÜK TAŞIMACILIĞI HİZMET KALİTESİNİN FİRMALARIN PAZARLAMA PERFORMANSINA ETKİSİ

Öz

Türkiye, tarihi ipek yolu güzergahında yer alan ve coğrafi özellikleri itibariyle Doğu ile Batı arasında stratejik konuma sahip olan bir ülkedir. Tek Kuşak Tek Yol projesinde Orta Koridor için Bakü-Tiflis-Kars Demiryolu hattı, Marmaray gibi projelerini gerçekleştiren Türkiye’nin Avrupa ve İran yönlü demiryolu taşımalarıyla birlikte transit ülke olma konumunu güçlendirdiği düşünülmektedir. Demiryolu taşımacılığı denizyolu ve karayolu taşımacılığına göre zaman, maliyet ve mesafe anlamında çeşitli avantajlar sunmakta, ayrıca üretici ve lojistik hizmet sağlayıcılar açısından da etkili bir seçenek olarak ön plana çıkmaktadır. Bu anlamda ulusal ve uluslararası pazarın ihtiyaçlarını karşılamak ve taşımacılık hizmet kalitesinin analiz edilmesi gerekmektedir. Altyapıda yaşanan bu gelişmeler ışığında bu çalışmanın amacı Türkiye’de uluslararası demiryolu taşımacılıklarını organize eden Türkiye Cumhuriyeti Devlet Demiryolları Taşımacılık A.Ş.’nin sağlamış olduğu hizmet kalitesinin ticari müşterilerin pazarlama performanslarına etkisini inceleyebilmektir. Bu kapsamda TCDD Taşımacılık A.Ş’den hizmet alan 54 firmaya yönelik anket yöntemi ile araştırma gerçekleştirilmiştir. Algılanan hizmet kalitesi ve pazarlama performansı ölçeği kullanılarak yapılan araştırmanın regresyon analizi sonuçlarına göre ise algılanan hizmet kalitesi alt boyutları güvenilirlik-yanıt verme, güvence ve somut varlıkların pazarlama performansına olumlu yönde etkisi olduğu tespit edilmiştir. 

Anahtar Kelimeler

• hizmet kalitesi
• pazarlama performansı
• demiryolu yük taşımacılığı

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