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

Yıl 2022, Cilt: 6 Sayı: 4, 1154 - 1170, 31.12.2022
https://doi.org/10.47525/ulasbid.1149037

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.

Kaynakça

  • Bulgan, U., & Gürdal, G. (2005). Hizmet kalitesi ölçülebilir mi? ÜNAK’05: Bilgi Hizmetlerinin Organizasyonu ve Pazarlanması. https://gcris.iyte.edu.tr/handle/11147/4258
  • Bulut, B. (2021). Demiryolu Lojistiğinde Hizmet Kalitesi Ölçümü: Ege Bölgesinde Hizmet Veren Bir Demiryolu İşletmesine Yönelik Uygulama. Deniz Taşımacılığı ve Lojistiği Dergisi, 2(1), 17–27. https://dergipark.org.tr/tr/pub/mtl/issue/60384/777613
  • Chen, K.-K., Chang, C.-T., & Lai, C.-S. (2009). Service quality gaps of business customers in the shipping industry. Transportation Research Part E: Logistics and Transportation Review, 45(1), 222–237. https://doi.org/10.1016/j.tre.2008.02.005
  • Chow, G., & Poist, R. F. (1982). Measuring the Quality of Freight Service: Analysis of Shipper Recording Practices with Emphasis on Railway Users. Transportation Research Board, 91, 299–312.
  • Chumpitaz, R., & Paparoidamis, N. G. (2004). Service quality and marketing performance in business-to-business markets: Exploring the mediating role of client satisfaction. Article in Journal of Service Theory and Practice. https://doi.org/10.1108/09604520410528653
  • Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55. https://doi.org/10.2307/1252296
  • Cronin, J. J., & Taylor, S. A. (1994). SERVPERF versus SERVQUAL: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality. Journal of Marketing, 58(1), 125. https://doi.org/10.2307/1252256
  • Demireli, C., & Bayraktar, U. (2014). Hizmet Kalitesi ve Hizmet Değerinin Müşteri Memnuniyetine Etkisi: Demiryolu Taşımacılığında Bir Uygulama. Gaziantep Üniversitesi Sosyal Bilimler Dergisi, 13(4), 919–937. https://doi.org/10.21547/jss.257190
  • Demirelli, L. (2014). 2002 Sonrasında Türkiye’de Özelleştirme ve Demiryolu Hizmeti. Mülkiye Dergisi, 38(4), 41–86.
  • Durvasula, S., Lysonski, S., & Mehta, S. C. (1999). Testing the SERVQUAL scale in the business‐to‐business sector: The case of ocean freight shipping service. Journal of Services Marketing, 13(2), 132–150. https://doi.org/10.1108/08876049910266040
  • Erdoğan, E., & Aksoy, R. (2014). Algılanan Hizmet Kalitesi Ölçüm Modelleri İle İlgili Yazın Taraması. TISK Academy, 9(17), 156–185.
  • Franceschini, F., & Rafele, C. (2000). Quality evaluation in logistic services. International Journal of Agile Management Systems, 2(1), 49–54. https://doi.org/10.1108/14654650010312589
  • Genç, R. (2009). Lojistik ve Tedarik Zinciri Yönetiminin Yöntem ve Kavramları (1.Baskı). Detay Yayıncılık.
  • Gil Saura, I., Servera Francés, D., Berenguer Contrí, G., & Fuentes Blasco, M. (2008). Logistics service quality: a new way to loyalty. Industrial Management & Data Systems, 108(5), 650–668. https://doi.org/10.1108/02635570810876778
  • Gil-Saura, I., Berenguer-Contri, G., & Ruiz-Molina, E. (2018). Satisfaction and loyalty in B2B relationships in the freight forwarding industry adding perceived value and service quality into equation. Transport, 33(5), 1184–1195. https://doi.org/10.3846/transport.2018.6648
  • Gounaris, S. (2005). Measuring service quality in b2b services: An evaluation of the SERVQUAL scale vis-à-vis the INDSERV scale. Journal of Services Marketing, 19(6), 421–435. https://doi.org/10.1108/08876040510620193
  • Hoffman, D. K., & Bateson, J. E. G. (2016). Services Marketing: Concepts, Strategies, & Cases (Fourth). Cengage Learning.
  • Hopkins, S. A., Strasser, S., Hopkins, W. E., & Foster, J. R. (1993). Service Quality Gaps in the Transportation Industry: An Empirical Investigation. Journal of Business Logistics, 14(1), 145–161.
  • Juga, J., Juntunen, J., & Grant, D. B. (2010). Service quality and its relation to satisfaction and loyalty in logistics outsourcing relationships. Managing Service Quality: An International Journal, 20(6), 496–510. https://doi.org/10.1108/09604521011092857
  • Kilibarda, M., Andrejic, M., & Popovic, V. (2019). Research In Logistics Service Quality: A Systematic Literature Review. Transport, 35(2), 224–235. https://doi.org/10.3846/transport.2019.11388
  • Kilibarda, M., Nikolicic, S., & Andrejic, M. (2016). Measurement of logistics service quality in freight forwarding companies:A case study of the Serbian market. International Journal of Logistics Management, 27(3), 770–794. https://doi.org/10.1108/IJLM-04-2014-0063
  • Kusonwattana, P., & Liangrokapart, J. (2020). Efficiency Enhancement in Rail Freight Service in Thailand Using Servqual Model. 2020 IEEE 7th International Conference on Industrial Engineering and Applications (ICIEA), 847–853. https://doi.org/10.1109/ICIEA49774.2020.9102020
  • Long, D. (2012). Uluslararası Lojistik Küresel Tedarik Zinciri Yönetimi (M. Tanyaş & M. Düzgün, Eds.; 2.Baskı). Nobel Akademik Yayıncılık.
  • Lu, C.-S. (2003). The impact of carrier service attributes on shipper–carrier partnering relationships: a shipper’s perspective. Transportation Research Part E: Logistics and Transportation Review, 39(5), 399–415. https://doi.org/10.1016/S1366-5545(03)00015-2
  • Mcginnis, M. A. (1979). Shipper Attitudes Toward Freight Transportation Choice: A Factor Analytic Study. International Journal of Physical Distribution & Materials Management, 10(1), 25–34.
  • Mehta, S. C., & Durvasula, S. (1998). Relationships between SERVQUAL dimensions and organizational performance in the case of a business‐to‐business service. Journal of Business & Industrial Marketing, 13(1), 40–53. https://doi.org/10.1108/08858629810206232
  • Neo, H.-Y., Xie, M., & Tsui, K.-L. (2004). Service quality analysis: case study of a 3PL company. International Journal of Logistics Systems and Management, 1(1), 64. https://doi.org/10.1504/IJLSM.2004.005539
  • Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Perceived service quality as a customer-based performance measure: An empirical examination of organizational barriers using an extended service quality model. Human Resource Management, 30(3), 335–364. https://doi.org/10.1002/hrm.3930300304
  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41. https://doi.org/10.2307/1251430
  • Shainesh, G., & Mathur, M. (2000). Service Quality Measurement: The Case of Railway Freight Services. Vikalpa: The Journal for Decision Makers, 25(3), 15–22. https://doi.org/10.1177/0256090920000303
  • Sütütemiz, N. (2006). Hizmet Kalitesinin Boyutsal Analizi: Bankacılık ve Sağlık Sektörüne Yönelik Bir Araştırma. Bilgi Sosyal Bilimler Dergisi, 1, 95–114. Tcdd Taşımacılık. (2021). 2020 Yılı Faaliyet Raporu.
  • Thai, V. v. (2008). Service quality in maritime transport: conceptual model and empirical evidence. Asia Pacific Journal of Marketing and Logistics, 20(4), 493–518. https://doi.org/10.1108/13555850810909777
  • Tuna, O. (1999). Örgütsel Pazara Yönelik Hizmetlerde Algılanan Hizmet Kalitesi, Davranışsal Niyetler ve Müşteri Özellikleri İlişkisi : Konteyner Taşımacılığı Hizmetleri Üzerine Bir Araştırma. (Yayımlanmamış Doktora Tezi). İstanbul: İstanbul Üniversitesi Sosyal Bilimler Enstitüsü.
  • Utikad. (2020). UTİKAD Lojistik Sektörü Raporu 2020. In Utikad.
  • Web 1: https://www.omsan.com/kurumsal/tarihce/#2017 (Erişim Tarihi 01.07.2022).
  • Web 2: https://www.korfezulastirma.com.tr/tr/hakkimizda/tarihce (Erişim Tarihi 01.07.2022)
  • Web 3: https://tr.railturkey.org/2022/06/21/pandemide-demiryollari-yuk-trenleri/ (Erişim Tarihi 01.07.2022).
  • Wilson, A., Zeithaml, V. A., Jo Bitner, M., & Gremler, D. D. (2016). Services Marketing Integrating Customer Focus Across The Firm (Third Euro). McGraw Hill Education. Wirtz, J., & Lovelock, C. H. (2018). Essentials of services marketing (3rd ed.). Pearson.
  • Yükselen, C., & Uyanık, M. (2020). Pazar Odaklılık ve Pazarlama Yeteneklerinin İşletmelerin Pazarlama Performansına Etkisi, İSO 1000 Grubunda Bir Araştırma. İşletme Araştırmaları Dergisi, 11(2), 1247–1261. https://doi.org/10.20491/isarder.2019.668
  • Zeybek, H. (2018). Customer segmentation strategy for rail freight market: The case of Turkish State Railways. Research in Transportation Business and Management, 28, 45–53. https://doi.org/10.1016/j.rtbm.2018.10.003
  • Zeybek, H. (2019). Uluslararası Ticarette Demiryolunun Lojistik Performansa Etkisi. Demiryolu Mühendisliği, 2019(9), 79–90.

DEMİRYOLU YÜK TAŞIMACILIĞI HİZMET KALİTESİNİN FİRMALARIN PAZARLAMA PERFORMANSINA ETKİSİ

Yıl 2022, Cilt: 6 Sayı: 4, 1154 - 1170, 31.12.2022
https://doi.org/10.47525/ulasbid.1149037

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. 

Kaynakça

  • Bulgan, U., & Gürdal, G. (2005). Hizmet kalitesi ölçülebilir mi? ÜNAK’05: Bilgi Hizmetlerinin Organizasyonu ve Pazarlanması. https://gcris.iyte.edu.tr/handle/11147/4258
  • Bulut, B. (2021). Demiryolu Lojistiğinde Hizmet Kalitesi Ölçümü: Ege Bölgesinde Hizmet Veren Bir Demiryolu İşletmesine Yönelik Uygulama. Deniz Taşımacılığı ve Lojistiği Dergisi, 2(1), 17–27. https://dergipark.org.tr/tr/pub/mtl/issue/60384/777613
  • Chen, K.-K., Chang, C.-T., & Lai, C.-S. (2009). Service quality gaps of business customers in the shipping industry. Transportation Research Part E: Logistics and Transportation Review, 45(1), 222–237. https://doi.org/10.1016/j.tre.2008.02.005
  • Chow, G., & Poist, R. F. (1982). Measuring the Quality of Freight Service: Analysis of Shipper Recording Practices with Emphasis on Railway Users. Transportation Research Board, 91, 299–312.
  • Chumpitaz, R., & Paparoidamis, N. G. (2004). Service quality and marketing performance in business-to-business markets: Exploring the mediating role of client satisfaction. Article in Journal of Service Theory and Practice. https://doi.org/10.1108/09604520410528653
  • Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55. https://doi.org/10.2307/1252296
  • Cronin, J. J., & Taylor, S. A. (1994). SERVPERF versus SERVQUAL: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality. Journal of Marketing, 58(1), 125. https://doi.org/10.2307/1252256
  • Demireli, C., & Bayraktar, U. (2014). Hizmet Kalitesi ve Hizmet Değerinin Müşteri Memnuniyetine Etkisi: Demiryolu Taşımacılığında Bir Uygulama. Gaziantep Üniversitesi Sosyal Bilimler Dergisi, 13(4), 919–937. https://doi.org/10.21547/jss.257190
  • Demirelli, L. (2014). 2002 Sonrasında Türkiye’de Özelleştirme ve Demiryolu Hizmeti. Mülkiye Dergisi, 38(4), 41–86.
  • Durvasula, S., Lysonski, S., & Mehta, S. C. (1999). Testing the SERVQUAL scale in the business‐to‐business sector: The case of ocean freight shipping service. Journal of Services Marketing, 13(2), 132–150. https://doi.org/10.1108/08876049910266040
  • Erdoğan, E., & Aksoy, R. (2014). Algılanan Hizmet Kalitesi Ölçüm Modelleri İle İlgili Yazın Taraması. TISK Academy, 9(17), 156–185.
  • Franceschini, F., & Rafele, C. (2000). Quality evaluation in logistic services. International Journal of Agile Management Systems, 2(1), 49–54. https://doi.org/10.1108/14654650010312589
  • Genç, R. (2009). Lojistik ve Tedarik Zinciri Yönetiminin Yöntem ve Kavramları (1.Baskı). Detay Yayıncılık.
  • Gil Saura, I., Servera Francés, D., Berenguer Contrí, G., & Fuentes Blasco, M. (2008). Logistics service quality: a new way to loyalty. Industrial Management & Data Systems, 108(5), 650–668. https://doi.org/10.1108/02635570810876778
  • Gil-Saura, I., Berenguer-Contri, G., & Ruiz-Molina, E. (2018). Satisfaction and loyalty in B2B relationships in the freight forwarding industry adding perceived value and service quality into equation. Transport, 33(5), 1184–1195. https://doi.org/10.3846/transport.2018.6648
  • Gounaris, S. (2005). Measuring service quality in b2b services: An evaluation of the SERVQUAL scale vis-à-vis the INDSERV scale. Journal of Services Marketing, 19(6), 421–435. https://doi.org/10.1108/08876040510620193
  • Hoffman, D. K., & Bateson, J. E. G. (2016). Services Marketing: Concepts, Strategies, & Cases (Fourth). Cengage Learning.
  • Hopkins, S. A., Strasser, S., Hopkins, W. E., & Foster, J. R. (1993). Service Quality Gaps in the Transportation Industry: An Empirical Investigation. Journal of Business Logistics, 14(1), 145–161.
  • Juga, J., Juntunen, J., & Grant, D. B. (2010). Service quality and its relation to satisfaction and loyalty in logistics outsourcing relationships. Managing Service Quality: An International Journal, 20(6), 496–510. https://doi.org/10.1108/09604521011092857
  • Kilibarda, M., Andrejic, M., & Popovic, V. (2019). Research In Logistics Service Quality: A Systematic Literature Review. Transport, 35(2), 224–235. https://doi.org/10.3846/transport.2019.11388
  • Kilibarda, M., Nikolicic, S., & Andrejic, M. (2016). Measurement of logistics service quality in freight forwarding companies:A case study of the Serbian market. International Journal of Logistics Management, 27(3), 770–794. https://doi.org/10.1108/IJLM-04-2014-0063
  • Kusonwattana, P., & Liangrokapart, J. (2020). Efficiency Enhancement in Rail Freight Service in Thailand Using Servqual Model. 2020 IEEE 7th International Conference on Industrial Engineering and Applications (ICIEA), 847–853. https://doi.org/10.1109/ICIEA49774.2020.9102020
  • Long, D. (2012). Uluslararası Lojistik Küresel Tedarik Zinciri Yönetimi (M. Tanyaş & M. Düzgün, Eds.; 2.Baskı). Nobel Akademik Yayıncılık.
  • Lu, C.-S. (2003). The impact of carrier service attributes on shipper–carrier partnering relationships: a shipper’s perspective. Transportation Research Part E: Logistics and Transportation Review, 39(5), 399–415. https://doi.org/10.1016/S1366-5545(03)00015-2
  • Mcginnis, M. A. (1979). Shipper Attitudes Toward Freight Transportation Choice: A Factor Analytic Study. International Journal of Physical Distribution & Materials Management, 10(1), 25–34.
  • Mehta, S. C., & Durvasula, S. (1998). Relationships between SERVQUAL dimensions and organizational performance in the case of a business‐to‐business service. Journal of Business & Industrial Marketing, 13(1), 40–53. https://doi.org/10.1108/08858629810206232
  • Neo, H.-Y., Xie, M., & Tsui, K.-L. (2004). Service quality analysis: case study of a 3PL company. International Journal of Logistics Systems and Management, 1(1), 64. https://doi.org/10.1504/IJLSM.2004.005539
  • Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Perceived service quality as a customer-based performance measure: An empirical examination of organizational barriers using an extended service quality model. Human Resource Management, 30(3), 335–364. https://doi.org/10.1002/hrm.3930300304
  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41. https://doi.org/10.2307/1251430
  • Shainesh, G., & Mathur, M. (2000). Service Quality Measurement: The Case of Railway Freight Services. Vikalpa: The Journal for Decision Makers, 25(3), 15–22. https://doi.org/10.1177/0256090920000303
  • Sütütemiz, N. (2006). Hizmet Kalitesinin Boyutsal Analizi: Bankacılık ve Sağlık Sektörüne Yönelik Bir Araştırma. Bilgi Sosyal Bilimler Dergisi, 1, 95–114. Tcdd Taşımacılık. (2021). 2020 Yılı Faaliyet Raporu.
  • Thai, V. v. (2008). Service quality in maritime transport: conceptual model and empirical evidence. Asia Pacific Journal of Marketing and Logistics, 20(4), 493–518. https://doi.org/10.1108/13555850810909777
  • Tuna, O. (1999). Örgütsel Pazara Yönelik Hizmetlerde Algılanan Hizmet Kalitesi, Davranışsal Niyetler ve Müşteri Özellikleri İlişkisi : Konteyner Taşımacılığı Hizmetleri Üzerine Bir Araştırma. (Yayımlanmamış Doktora Tezi). İstanbul: İstanbul Üniversitesi Sosyal Bilimler Enstitüsü.
  • Utikad. (2020). UTİKAD Lojistik Sektörü Raporu 2020. In Utikad.
  • Web 1: https://www.omsan.com/kurumsal/tarihce/#2017 (Erişim Tarihi 01.07.2022).
  • Web 2: https://www.korfezulastirma.com.tr/tr/hakkimizda/tarihce (Erişim Tarihi 01.07.2022)
  • Web 3: https://tr.railturkey.org/2022/06/21/pandemide-demiryollari-yuk-trenleri/ (Erişim Tarihi 01.07.2022).
  • Wilson, A., Zeithaml, V. A., Jo Bitner, M., & Gremler, D. D. (2016). Services Marketing Integrating Customer Focus Across The Firm (Third Euro). McGraw Hill Education. Wirtz, J., & Lovelock, C. H. (2018). Essentials of services marketing (3rd ed.). Pearson.
  • Yükselen, C., & Uyanık, M. (2020). Pazar Odaklılık ve Pazarlama Yeteneklerinin İşletmelerin Pazarlama Performansına Etkisi, İSO 1000 Grubunda Bir Araştırma. İşletme Araştırmaları Dergisi, 11(2), 1247–1261. https://doi.org/10.20491/isarder.2019.668
  • Zeybek, H. (2018). Customer segmentation strategy for rail freight market: The case of Turkish State Railways. Research in Transportation Business and Management, 28, 45–53. https://doi.org/10.1016/j.rtbm.2018.10.003
  • Zeybek, H. (2019). Uluslararası Ticarette Demiryolunun Lojistik Performansa Etkisi. Demiryolu Mühendisliği, 2019(9), 79–90.
Toplam 41 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Serdar Erciş 0000-0003-1007-9085

Haydar Özaydın 0000-0003-0274-7143

Mehmet Bahadır Erciş 0000-0003-4599-9172

Yayımlanma Tarihi 31 Aralık 2022
Gönderilme Tarihi 26 Temmuz 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 6 Sayı: 4

Kaynak Göster

APA Erciş, S., Özaydın, H., & Erciş, M. B. (2022). DEMİRYOLU YÜK TAŞIMACILIĞI HİZMET KALİTESİNİN FİRMALARIN PAZARLAMA PERFORMANSINA ETKİSİ. Uluslararası Anadolu Sosyal Bilimler Dergisi, 6(4), 1154-1170. https://doi.org/10.47525/ulasbid.1149037

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