Lojistik Servis Sağlayıcılarının Hizmet Kalitesi Boyutlarının SERVQUAL Temelli Best-Worst Yöntemi Kullanılarak Önceliklendirilmesi

Yıl 2022, Cilt: 7 Sayı: 1, 117 - 135, 31.05.2022

Ertuğrul Ayyıldız

https://doi.org/10.26650/JTL.2022.1038781

Öz

Talebin her geçen gün arttığı lojistik sektöründe hizmet kalitesinin ölçülmesi kritik önem taşımaktadır. Firmaların pazarda rekabet edebilmeleri ve hizmet kalitelerini artırabilmeleri için müşterilerini iyi tanımaları ve beklentilerini doğru analiz ederek iyileştirmeler yapmaları gerekmektedir. Bu bağlamda SERVQUAL modeli hizmet kalitesi ölçümünde sıklıkla tercih edilen etkili araçlardan biridir. Ancak dünyayı etkisi altında pandemi, gelişen teknoloji trendlerin gelişimi ve dönüşümü gibi köklü değişimlerin etkileriyle geleneksel SERVQUAL modeli ile müşterilerin tüm beklentilerini sürece dahil etmek mümkün değildir. Bu yüzden bu çalışmada, SERVQUAL modeli lojistik servis sağlayıcılara yönelik beklentiler dikkate alınarak dört farklı boyutla genişletilmiş ve böylece daha kapsamlı bir çerçeve sunulmuştur. Daha sonra her bir boyutun önem derecesinin belirlemek için çok kriterli karar verme yaklaşımı benimsenmiş ve Best-Worst yöntemi kullanılarak boyutların önem dereceleri belirlenmiştir. Önerilen yöntemin tutarlılığını test etmek için karşılaştırmalı analiz yapılmıştır. Elde edilen sonuçlara göre en önemli hizmet kalitesi boyutu “yanıt verebilirlik” olarak belirlenmiştir. Ayrıca “yeterlik” ve “güvenilirlik” hizmet kalitesini artırmaya yönelik dikkate alınması gereken boyutlardandır. 

Anahtar Kelimeler

Lojistik Servis Sağlayıcı, Hizmet Kalitesi, Servqual, Best-Worst

Prioritizing the Service Quality Dimensions of Logistics Service Providers Using SERVQUAL-Based Best–Worst Method

Öz

The level of service quality for airline transportation, where demand is increasing daily, is vital and must be determined. For companies to compete in the market and increase their service quality, they must know their customers well, analyze their expectations correctly, and make improvements. In this context, the SERVQUAL model is one of the most preferred and effective tools for measuring service quality. However, customers’ expectations cannot be included in the process using the traditional SERVQUAL model, especially with the effects of radical changes, such as the pandemic, and the development and transformation of emerging technology trends. Therefore, this study extends the traditional SERVQUAL model with four novel dimensions considering the expectations for logistics service providers, thereby providing a more comprehensive framework. Subsequently, the importance level of each dimension is determined and modeled through a multicriteria decision-making problem. Furthermore, the importance levels of the dimensions are determined using the best–worst method. A comparative analysis is conducted to examine the consistency of the proposed method. The results reveal that the most important service quality dimension is “responsiveness.” In addition, the “competence” and “reliability” dimensions should be considered to increase service quality.

Anahtar Kelimeler

Logistics Service Provider, Service Quality, Servqual, Best–Worst

Kaynakça

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