Future study of service quality management with a scenario approach

Subject Areas : Social Sciences Quarterly

seyed esmail Mostafavi ^{1 *} , قنبر امیرنژاد ² , ابوتراب علیرضایی ³

1 - Department of Industrial Management, South Tehran branch, Islamic Azad University, Tehran, Iran
2 - Department of Public Management, Tehran Science and Research Branch, Islamic Azad University, Tehran, Iran
3 - Department of Industrial Management, South Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2024-03-27 Accepted : 2025-10-02 Published : 2025-10-27

Keywords: Service Quality Management, Future Study, Active Industries in Khuzestan Province,

Abstract :

The purpose of this research is to present a paradigmatic model of service quality management with a future research approach in the active industries of Khuzestan province. The research method is practical in terms of purpose And in terms of method, is mixed-exploratory which has been done by scenario planning method in active industries of Khuzestan province. In the first stage, the research was conducted using the foundational data theory and performing a three-step coding process to code and identify the components of service quality using the semi-structured interview method. The reliability of the interviews was confirmed through the test-retest reliability of 90% and the inter-coder reliability of 86%. Validation of the interview was also done in each of the seven stages (topic selection, design, interview, transcription, analysis, verification and reporting). In the second stage of the research, a special scenario questionnaire was used to determine the mutual influence of the components And the data of this matrix was entered into the Scenario Wizard software. In the third stage, we used focus group interview method after extracting possible scenarios, in order to fomulate the optimistic, most probable and pessimistic scenarios. The findings showed that based on the analysis of the qualitative data obtained from the interviews and the coding of the text of the interviews, 103 codes and 20 categories were identified. Also, eight scenarios for the future were compiled using the mutual impact analysis matrix, and selected three acceptable scenarios (optimistic, probable and pessimistic). And according to each scenario, suitable suggestions were presented for the growth and development of the quality of services related to the industry and a favorable future.

References:

1. اسماعیل پور، ع. عرب بافرانی، م. (1401). فراتحلیل روش سناریونویسی در آینده پژوهی، نشریه علمی آینده پژوهی انقلاب اسلامی، سال 3، شماره 2: 140-95.
2. اصفری زاده، ع. بیطرف، ا. نازآبادی، م. (1390). مدل برونسپری خدمات و وارانتی با استفاده از روش تصمیم گیری چندمعیاره، پژوهشنامه مدیریت اجرایی، سال 3، شماره 5.
3. بیک زاد، ج. جلیلی نژاد، ق. (140). ارائه مدل تأثیر آماگی و اعتماد دولت الکترونیک بر کیفیت خدمات با نقش میانجی پذیرش دولت الکترونیک، فرآیند مدیریت توسعه، دوره 35؛ شماره 2: 130-107.
4. پوراسدی، م. معدنی، ج. (1395). تأثیر مؤلفه های مسئولیت اجتماعی بر کیفیت ارائه خدمات انتظامی، انتظام اجتماعی، سال 8، شماره 1: 188-161.
5. جوکار، م. حسن پور قروقچی، ا. محبی، س. احمدی، ف. (1399). بررسی اثرگذاری رعایت اصول اخلاقی بر کیفیت خدمات مدیریت زنجیره تأمین در گمرک الکترونیک از منظر رضایتمندی مشتریان (مطالعه موردی: گمرک شهید رجایی)، مجله اخلاق زیستی، دوره 10، شماره 35.
6. داداشی جوکندان، ع. ثناگو، ع. خواچه شاهکوهی، ع. (1394). رابطه بین مؤلفه های کیفیت خدمات با رضایت مشتریان، دومین کنفرانس بین المللی پژوهش های نوین در مدیریت و مهندسی صنایع.
7. رضایی، ا. قاسمی، ح. عیوضی، م. فتح طاهری، ع. درویشی سه تلانی، ف. (1401). تبیین امکان رشته بودن آینده پژوهی به عنوان یک حوزه فرارشته ای، آینده پژوهی ایران، دو فصلنامه علمی آینده پژوهی ایران، دوره 8، شماره 1: 54-29.
8. محمدزاده لطفی، ا. کروبی، م. (1401). بررسی و تحلیل ابعاد کیفیت خدمات در صنعت گردشگری، پژوهش های معاصر در علوم و تحقیقات، سال 4، شماره 43: 23-1.

9. Baron RM, Kenny DA. The moderator-mediator variable distinction in social psychological research: conceptual, strategic and statistical considerations. J Pers Soc Psychol. 1986;51:1173–82.
10. Callan RJ, Kyndt G. (2021). Business travelers’ perception of service quality: a prefatory study of two European city center hotels. Int J Tour Res. 3(4):313–23.
11. Goodwin, P., & Wright, G. (2001). Enhancing strategy evaluation in scenario planning: a role for decision analysis. Journal of management studies, 38(1), 1-16.
12. Gronroos C. (2017). Relationship approach to marketing in service contexts: the marketing and organizational behavior interface. J Bus Res. 2017;20(1):3–11.
13. Kankam, G. (2023). Service quality and business performance: the mediating role of innovation, Discover Analytics, 1 (6).
14. Lam WJ. (2018). Online support service quality, online learning acceptance, and student satisfaction. Internet High Educ. 13:227–83.
15. Lloyd, E. A., & Schweizer, V. J. (2014). Objectivity and a comparison of methodological scenario approaches for climate change research. Synthese, 191(10), 2049-2088.
16. Linneman, R. E., & Klein, H. E. (1983). The use of multiple scenarios by US industrial companies: a comparison study, 1977˚ 1981. Long Range Planning, 16(6), 94-101.
17. Ngo, T. Mai, S. Siguaw, J. Jory, S. (2021). The contribution of managerial ability on customer satisfaction: an empirical investigation, Journal of Strategic Marketing, 31 (4).
18. Öner, M. A., & Beşer, S. G. (2011). Assessment of corporate foresight project results: case of a multinational company in Turkey. Foresight.
19. Parasuraman A, Zeithaml VA, Berry LL.(1985). A conceptual model of service quality and its implications for future research. J Mark. 49(4):41–50.
20. Postma, T. J., & Liebl, F. (2005). How to improve scenario analysis as a strategic management tool?. Technological Forecasting and Social Change, 72(2), 161-173.
21. Sargazi, Z. Rhanavard, F. (2021). The impact of social capital information and communication technology development and globalization on good urban govermance based on the participation culture and local authorities: inclination approach, Management and development process, 34 (1): 3-26.
22. Seth, N. Desmuskh, S.G. Vrat, P. (2005). Service quality models: a review, International Journal of Quality & Reliability Management, 22 (9): 913-919.
23. Schweizer, V. J., & Neill, B. C. (2014). Systematic construction of global socioeconomic pathways using internally consistent element combinations. Climatic Change, 122(3), 431-445.
24. Slaughter, R. A. (1998). Futures studies as an intellectual and applied discipline. American Behavioral Scientist, 42(3), 372-385.
25. Thorston T. (2004). Customer Orientation of Service Employees: Its Impact on Customer Satisfaction, Commitment, and Retention, International Journal of Service Industry Management, Vol. 15, No. 5, Pp. 460-478.
26. Varum, C.A., Melo, C. (2010). Directions in scenario planning literature˚ A review of the past decades. Futures, 42(4), 355-369.
27. Voros, J. (2007). On the philosophical foundations of futures research. In Knowing Tomorrow?: How Science Deals with the Future, 69-90.
28. Wang Y, Lin J. (2023). An empirical research on knowledge management orientation and organizational performance: the mediating role of organizational innovation. Afr J Bus Manage. 7:604–12.
29. Weimer-Jehle, W. (2006). Cross-impact balances: A system-theoretical approach to cross-impact analysis. Technological Forecasting & Social Change, (73), 334-361.
30. Yum, K. Yoo, B. (2023). The impact of service quality on customer loyalty through customer satisfaction in mobile social media, Systaubabukuty, 15 (14).