مقایسه انتظارات و ادراکات مشتریان از عملکرد شرکت مخابرات کردستان با استفاده از مدل سروکوئال
محورهای موضوعی : مدیریت بازرگانی
هیرش سلطان پناه
1
(استادیار و عضو هیات علمی،گروه مدیریت،واحد سنندج، دانشگاه آزاد اسلامی، سنندج،ایران)
منصور خاکسار
2
(استادیار و عضو هیات علمی گروه مدیریت،واحد سنندج، دانشگاه آزاد اسلامی، سنندج،ایران)
محمد کامبیز قصری
3
(کارشناس ارشد مدیریت اجرائی شرکت مخابرات)
کلید واژه: رضایت, مدل سروکوال, کیفیت خدمات, شکاف کیفیت خدمات, خدمات مخابراتی,
چکیده مقاله :
این مقاله به شناسائی ابعاد موجود در ادراک مشتریان از کیفیت خدمات ارائه شده در شرکت مخابرات استان کردستان می پردازد. با توجه به اینکه امروزه آنچه در واحدهای خدماتی مزیت محسوب شده و موجب برتری واحدهای خدماتی می گردد کیفیت خدمات است روشهای متعددی برای شناسائی و سنجش این معیار کیفی و تبدیل آن به واحدی کمی و قابل سنجش توسط صاحبنظران این حوزه ارائه گردیده است.در این مقاله ابتدا این روشها طبقه بندی و بررسی گردیده و نهایتا مدل تحلیل شکاف یا سروکوئال که توسط پاراسورامان و زیتامل ارائه شده است انتخاب گردید. بدین منظور بر مبنای شکاف های پنج گانه کیفیت خدمات پرسشنامه ای با هدف سنجش سطح ادراکات و انتظارات مشترکین و متقاضیان خدمات شرکت مخابرات کردستان طراحی و پیمایش گردید. پس از شناسائی جامعه آماری و حجم نمونه، پرسشنامه بین مشترکین و متقاضیان توزیع و نتایج حاصله وجود شکاف کیفیت خدمات بین انتظارات و ادراکات مشترکین را نشان داده و در نهایت پیشنهاداتی جهت کاهش وحذف این شکافها ارائه گردیده است
The present article aims to identify the dimensions of the customers’ perception of the services provided by Kurdistan Telecommunication Company. With regard to the fact that what is now considered an advantage in service – giving units and causes their primacy is the quality of services, several methods have been presented by the experts of this field in order to identify and measure this qualitative criterion and to convert it into a quantitative and measurable one. In this article, initially these methods were classified and reviewed, and ultimately, the gap analysis or servqual method, presented by Parasuraman and zeit Haml, was selected. To do this , a questionnaire was devised and surveyed based on the five gaps of service quality to measure the level of perceptions and expectations of the subscribers and service-applicants of Kurdistan Telecommunication Company .After we specified the statistical population and the sample size , the questionnaire was distributed among the subscribers’ and applicants. The results showed the presence of gap between the subscribers expected and perceived quality of the services provided by the company. Finally, some suggestions were presented to decrease and eliminate the gaps.
Akuthur: Mohamed M. Mostafa a February (2007), Measuring and Improving Service Quality in Egyptian Private Universities Published in: Journal of Marketing For Higher Education, Volume 16, Issue 2 , pages 83 - 104 .
Anvar Rostami, A. A., Torabi Goodarzi, M., & Mohammad Lo, M. A. (2005). A Comparative Study of the Quality of Banking Services from the Point of View of Customers and Employees, (In Persian).
Babakus, E., & Mangold, W. G. (1992), Adapting the SERVQUAL scale to hospital services: an empiricalinvestigation. Health Services Research, 26(6), 767}786.7.Kotler, P (1994), Marketing Management, Prentice – Hall, New jersey
Batson, John, (1997), Managing service marketing, London, Dryden press,
Brooks, R.F., Lings, I.N. and Botschen, M.A. (1999), Internal Marketing and Customer driven wavefronts , Service Industries Journal, No.4, PP:49-67
Eftekhar Ardebili, H., Akbari Haghighi, F., Pourreza, A., Mohammadi, M., & Mohammadi, A. (2003). Measurement of Quality of Services Based on Expectations and Perceptions of Patients in Zanjan Hospitals. Journal of School of Public Health and Institute of Public Health Research, 2, (In Persian).
Hafez Nia, M. R. (2001). Introduction to the Research Method in the Humanities. Tehran: Samt Puplication, (In Persian).
Helen.Kang Graham Bradly school of Accounting ,the university of New South Wales 2052NSW Sydney,australia ,14 FEBRUARY (2001), Measuring the performance of it services :an assessment of SERVQUAL.
Kano, N. (1996), Guide to T.Q.M in service Industries, Singapore: Asian roductivity Organization.
Kebriaei A., & Roudbari, M. (2005). Quality Gap in Educational Services of Zahedan University of Medical Sciences from Students' Point of View. Medical Education Magazine, 5, (In Persian).
Khaki, Gh. (1999). Research Methodology with a Thesis Approach. Tehran: Derayat Puplication, (In Persian).
Lewis, Barbara R. Mitchell, Vincent W. Marketing Intelligence & Planning. (1990), Defining and Measuring the Quality of Customer Service Vol. 8, Is. 6; pg.
Mcnealy, R.M (1994)., Making customer satisfaction Happen, 1st edition, New Jersey, Chapman & Hall.
Nagata, h. & Nimboonsoon, N. (2003), Assessment of library service quality at thammasat University library system.
Parasuraman, A.V.A. Zeithaml and L.L.Berry (1985), A Conceptual model of service quality and its implication forfuture research, Journal of Marketing,No.49, PP.41-50
Gabbie, O. and O’Neill, M.A. (1996), Servqual and the northern hotel sector: A competitive analysis-part1, Managing Service Quality, Vol.6, No.6, PP.25-33.
Parasuraman, A., Berry, L. L., & Zenithal, V. A. (1991), Understanding customer expectations of service. Sloan Management Review, spring, 39–48.
Mir Ghafouri, S. H. (2006). Assistant Professor, University of Yazd (2006), Application of the Gap Analysis Model in Measuring the Quality of Services of Power Distribution Companies (Case: Electricity Subscribers in Yazd). The 20th International Power Conference, (In Persian).
Moghlebel Baaraz, A., & Mohammadi, A. (2003). Survey of the Quality of Services Provided in Fars Health Services Centers, Journal of Social Sciences and Humanities University of Shiraz, 2, (In Persian).
Nouralansa, R., Safai, A., Shadalouie, F., & Samimi, Y. (2008). Customer Satisfaction Measurement to Identify Improvement Opportunities in Research Services in Higher Education. Quarterly Journal of Research and Planning in Higher Education, 49, (In Persian).
Sarmad, Z., Bazargan, A., & Hejazi, A. (2006). Research Methods in Behavioral Sciences, Tehran: Agah Puplication, (In Persian).
Sarraf, A. (2004). Standardization Process of Services for Service Recipients with the Quality of Services in the Public Sector, with the Help of the Cuveal Method. Journal of Contemporary Research, 45, (In Persian).
Shahin, A., & Saremi, B. (2004). Servkual Model and its Role in Measuring Service Quality Gaps with a Case Study in Iran and Comparison with External Samples. Journal of Administrative Transformation, 47, (In Persian).
Shokohi, F. (2008). Survey of Quality Dimensions Using the Servqual Model Based on Customer Expectations and Providing Solutions for Improvement in the E-Commerce Company Parsian. Master's Thesis, Tehran: Industrial Management Organization, (In Persian).
Sori Nezami, Z., & Hakimi, R. (2008). Quality of Services Provided at the Central Library of Zahedan University of Medical Sciences, , (In Persian).
_||_Akuthur: Mohamed M. Mostafa a February (2007), Measuring and Improving Service Quality in Egyptian Private Universities Published in: Journal of Marketing For Higher Education, Volume 16, Issue 2 , pages 83 - 104 .
Anvar Rostami, A. A., Torabi Goodarzi, M., & Mohammad Lo, M. A. (2005). A Comparative Study of the Quality of Banking Services from the Point of View of Customers and Employees, (In Persian).
Babakus, E., & Mangold, W. G. (1992), Adapting the SERVQUAL scale to hospital services: an empiricalinvestigation. Health Services Research, 26(6), 767}786.7.Kotler, P (1994), Marketing Management, Prentice – Hall, New jersey
Batson, John, (1997), Managing service marketing, London, Dryden press,
Brooks, R.F., Lings, I.N. and Botschen, M.A. (1999), Internal Marketing and Customer driven wavefronts , Service Industries Journal, No.4, PP:49-67
Eftekhar Ardebili, H., Akbari Haghighi, F., Pourreza, A., Mohammadi, M., & Mohammadi, A. (2003). Measurement of Quality of Services Based on Expectations and Perceptions of Patients in Zanjan Hospitals. Journal of School of Public Health and Institute of Public Health Research, 2, (In Persian).
Hafez Nia, M. R. (2001). Introduction to the Research Method in the Humanities. Tehran: Samt Puplication, (In Persian).
Helen.Kang Graham Bradly school of Accounting ,the university of New South Wales 2052NSW Sydney,australia ,14 FEBRUARY (2001), Measuring the performance of it services :an assessment of SERVQUAL.
Kano, N. (1996), Guide to T.Q.M in service Industries, Singapore: Asian roductivity Organization.
Kebriaei A., & Roudbari, M. (2005). Quality Gap in Educational Services of Zahedan University of Medical Sciences from Students' Point of View. Medical Education Magazine, 5, (In Persian).
Khaki, Gh. (1999). Research Methodology with a Thesis Approach. Tehran: Derayat Puplication, (In Persian).
Lewis, Barbara R. Mitchell, Vincent W. Marketing Intelligence & Planning. (1990), Defining and Measuring the Quality of Customer Service Vol. 8, Is. 6; pg.
Mcnealy, R.M (1994)., Making customer satisfaction Happen, 1st edition, New Jersey, Chapman & Hall.
Nagata, h. & Nimboonsoon, N. (2003), Assessment of library service quality at thammasat University library system.
Parasuraman, A.V.A. Zeithaml and L.L.Berry (1985), A Conceptual model of service quality and its implication forfuture research, Journal of Marketing,No.49, PP.41-50
Gabbie, O. and O’Neill, M.A. (1996), Servqual and the northern hotel sector: A competitive analysis-part1, Managing Service Quality, Vol.6, No.6, PP.25-33.
Parasuraman, A., Berry, L. L., & Zenithal, V. A. (1991), Understanding customer expectations of service. Sloan Management Review, spring, 39–48.
Mir Ghafouri, S. H. (2006). Assistant Professor, University of Yazd (2006), Application of the Gap Analysis Model in Measuring the Quality of Services of Power Distribution Companies (Case: Electricity Subscribers in Yazd). The 20th International Power Conference, (In Persian).
Moghlebel Baaraz, A., & Mohammadi, A. (2003). Survey of the Quality of Services Provided in Fars Health Services Centers, Journal of Social Sciences and Humanities University of Shiraz, 2, (In Persian).
Nouralansa, R., Safai, A., Shadalouie, F., & Samimi, Y. (2008). Customer Satisfaction Measurement to Identify Improvement Opportunities in Research Services in Higher Education. Quarterly Journal of Research and Planning in Higher Education, 49, (In Persian).
Sarmad, Z., Bazargan, A., & Hejazi, A. (2006). Research Methods in Behavioral Sciences, Tehran: Agah Puplication, (In Persian).
Sarraf, A. (2004). Standardization Process of Services for Service Recipients with the Quality of Services in the Public Sector, with the Help of the Cuveal Method. Journal of Contemporary Research, 45, (In Persian).
Shahin, A., & Saremi, B. (2004). Servkual Model and its Role in Measuring Service Quality Gaps with a Case Study in Iran and Comparison with External Samples. Journal of Administrative Transformation, 47, (In Persian).
Shokohi, F. (2008). Survey of Quality Dimensions Using the Servqual Model Based on Customer Expectations and Providing Solutions for Improvement in the E-Commerce Company Parsian. Master's Thesis, Tehran: Industrial Management Organization, (In Persian).
Sori Nezami, Z., & Hakimi, R. (2008). Quality of Services Provided at the Central Library of Zahedan University of Medical Sciences, , (In Persian).
