NAVLUN SEVKİYATI HİZMET KUSURLARI VE GERİ KAZANIM STRATEJİLERİNİN TİPOLOJİLERİ

Taşıma işleri komisyoncusu işletmeler, müşterilerine belirli lojistik ve deniz taşımacılığı hizmetleri sağlayan işletmelerdir. Bu hizmetleri satın alan müşteriler yükleten, ihracatçı ve ithalatçılardır. Taşıma işleri komisyoncularının genel amacı yükletenleri memnun ederek, lojistik sektöründe sürdürülebilir rekabetçi avantaj elde etmektir. Yükleten deneyimleri, taşıma işleri komisyoncusu ile ilgili memnuniyetsizlik ve şikayetleri daha önce literatürde pek geniş yer almamıştır. Bu tür çalışmalara olan ilgi, yükletenlerin kalite anlayışlarına olan ilginin artmasına bağlı olarak artmaktadır. Bu çalışmanın amacı taşıma işleri komisyoncularının ve müşterilerinin yaşadıkları hizmet hatalarını ve uygulanan telafi yöntemlerini analiz etmektir. Ek olarak, yaşanan hizmet hatalarının nedenleri, telafi için alınan önlemler ve bu önlemlerin yükleten ile taşıma işleri komisyoncusu arasındaki ilişkiye etkileri de çalışmada yer almaktadır. Bu amaçlara ulaşmak adına algılanan hizmet kalitesini ölçmek adına KOT Kritik Olay Tekniği kullanılmıştır. Toplamda, elli adet yükletenlerden, elli adet taşıma işleri komisyoncularından toplanmış olan 100 adet kritik olay analiz edilmiştir. Bulgular ışığında, yükletenlerin bakış açısına göre en sık rastlanan hataların dokümantasyon, bilgilendirme ve iletişim, operasyon, ekipman, rezervasyon ve teslim hizmetlerinde yaşandığı belirlenmiştir. Ek olarak, yükletenlerden hata sonrasında özür dilemenin, tüm hasar ve zararı tazmin etmenin ve navlunun bir kısmını karşılamanın taşıma işleri komisyoncuları tarafından en sık uygulanan telafi yöntemleri olduğu ve bu tür olaylar sonrasında dörtte bir oranla aradaki ilişkinin zayıfladığı ortaya çıkmıştır. Taşıma işleri komisyoncusu bakış açısına göre ise hatalar: operasyonel, dokümantasyon, rezervasyon, bilgi ve iletişim, yükletenlerle ilgili hatalar, ekipman ve teslim hataları olarak sınıflandırılmıştır. Taşıma işleri komisyoncusu bakış açısından en sık uygulanan telafi yöntemleri ise tüm zarar ve hasarın tazmin edilmesi, açıklama yapılması, tedarikçilerin değiştirilmesi, özür dileme, konşimento ve faturaların değiştirilmesi olarak sıralanmıştır. Taşıma işleri komisyoncularının bakış açısından ise yaşanan hizmet hatası ve uygulanan telafi stratejisi sonrası beşte bir oranla taşıma işleri komisyoncusu ve yükleten arasındaki ilişki kuvvetlenmiştir

TYPOLOGIES OF FREIGHT FORWARDING SERVICE FAILURES AND RECOVERY STRATEGIES

In broad terms, freight forwarders offer their customers certain logistics and shipping services. The customers who purchase these services are shippers, exporters and importers. The overall aim of the freight forwarders is to satisfy shippers, and thus sustain competitive advantages in the logistics industry. Shipper experience, dissatisfaction and complaints from freight forwarding services have not previously been studied to a greater degree in the literature. Business to business service quality research has grown as a result of increased attention to quality for shippers recently. The overall aim of this study is to analyze service failures encountered and service recovery strategies employed in freight forwarding industry. The analysis also covers the causes of such failures, the actions taken to recover service failures, and the effects of these actions on the relationship between the shippers and freight forwarders. In order to reach this aim, Critical Incidents Technique CIT , a means of measuring the perceived service quality and service failures, is used. A total of 100 critical incidents; 50 from shippers and 50 from freight forwarders related to service failures and recoveries in the freight forwarding industry were analyzed. are ranked as compensating all loses/damages, giving convincing explanations, changing suppliers and carriers, apologizing, correcting bill of lading and invoicing. Findings from the service employees’ point of view also founded that one fifth of relations after the service failures and recovery strengthened the relations between the shipper and freight forwarder

___

  • Armistead, Colin G., Graham Clark and Paule Stanley (1995) “Managing Service Recovery”, Cranfield Information Management, Cranfield.
  • Beamon, Benita M. (1999) “Designing the Green Supply Chain”, Logistics Information Management, 12(4), p.332-342.
  • Bell, Chip R. and Ron E. Zemke (1987) “Service Breakdown: the Road to Recovery”, Management Review, 76(10), p.32.
  • Berry, Leonard L. and Anantharanthan Parasuraman (2004) Marketing Services: Competing through quality, Simon and Schuster.
  • Bienstock, Carol C., John T. Mentzer and Monroe Murphy Bird (1996) “Measuring Physical Distribution Service Quality”, Journal of the Academy of Marketing Science, 25(1), p.31-44.
  • Bitner, Mary Jo, Bernard H. Booms and Lois A. Mohr (1994) “Critical Service Encounters: The Employee’s Viewpoint”, The Journal of Marketing, p.95-106.
  • Bitner, Mary Jo, Bernard H. Booms and Mary Stanfield Tetreault (1990) “The Service Encounter: Diagnosing Favorable and Unfavorable Incidents”, The Journal of Marketing, p.71-84.
  • Bolton, Ruth N. (1998) “A Dynamic Model of the Duration of the Customer’s Relationship with a Continuous Service Provider: The Role of Satisfaction”, Marketing Science, 17(1), p.45-65.
  • Bolton, Ruth N. and James H. Drew (1992) “Mitigating the Effect of Service Encounters”, Marketing Letters, 3(1) p.57-70.
  • Bradley, Graham and Beverley Sparks (2012) “Explanations: If, When, and How They Aid Service Recovery”, Journal of Services Marketing, 26(1), p.41-51.
  • Chou, Christine, Ya-Hui Hsu and Yeong-Jia Goo (2009) “Service Failures and Recovery Strategies from the Service Provider Perspective”, Asia Pacific Management Review, 14(2), p.237-249. Chumpitaz, Ruben and Nicholas G. Paparoidamis (2004) “Service Quality and Marketing Performance in Business-to-Business Markets: Exploring the Mediating Role of Client Satisfaction”, Managing Service Quality: An International Journal, 14(2/3), p.235-248.
  • Craighead, Christopher W., Kirk R. Karwan and Janis L. Miller (2004) “The Effects of Severity of Failure and Customer Loyalty on Service Recovery Strategies”, Production and Operations Management, 13(4), p.307-321.
  • Deveci, Ali (2002) Konteyner Taşımacılığı Gemi Acenteliği Hizmet Hatalarını Ölçmeye Yönelik Bir Araştırma: İzmir Limanındaki Gemi Acentelerine Yönelik Uygulama, Unpublished PhD Thesis, Istanbul: Istanbul University Maritime Sciences and Management Institute.
  • Durvasula, Srinivas, Steven Lysonski and Subhash C. Mehta (2000) “Business-to-Business Marketing Service Recovery and Customer Satisfaction Issues with Ocean Shipping Lines”, European Journal of Marketing, 34(3/4), p.433-452.
  • Edvardsson, Bo (1988) “The Service Encounter: Service Quality in Customer Relationship: A Study of Critical Incident in Mechanical Engineering Companies”, The Service Industries Journal, 8(4), p.427-445.
  • Edvardsson, Bo (1992) “Service breakdowns: A Study of Critical Incidents in an Airline”, International Journal of Service Management, 3(4), p.17-29.
  • Edvardsson, Bo (1998) “Causes of Customer Dissatisfaction-Studies of Public Transport by the Critical Incident Method”, Managing Service Quality, 8(3), p.189-197.
  • Flanagan, John. (1954) “The Critical Incident Technique”, Psychological Bulletin, 51, p.327-358. Flores, Luis Antonio Figueira Sanches and Marcos André Mendes Primo (2008) “Failure Recovery Management in Performance of Logistics Services in a B2B Context: A Case Study Using the 3PL Perspective”, Journal of Operations and Supply Chain Management, 1(1), p.29-40.
  • Gremler, Dwayne D. (2004) “The Critical Incident Technique in Service Research”, Journal of Service Research, 7(1), p.65-89.
  • Gronroos, Christian (1988) “Service Quality: The Six Criteria of Good Perceived Service Quality”, Review of Business, 9(3), p.10-13.
  • Gunasekaran, Angappa, Chaitali Patel and Ercan Tirtiroglu (2001) “Performance Measures and Metrics in a Supply Chain Environment”, International Journal of Operations and Production Management, 2(1-2), p.71–87.
  • Hess, Ronald L., Shankar Ganesan and Noreen M. Klein (2003) “Service Failure and Recovery: The Impact of Relationship Factors on Customer Satisfaction”, Journal of Academy of Marketing Science, 31(2), p.127-145.
  • Hoffman, K. Douglas, Scott W. Kelley and Holly M. Rotalsky (1995) “Tracking Service Failure and Employee Recovery Efforts”, Journal of Services Marketing, 9(1), p.49-61.
  • Nyquist Jody D., Mary Jo Bitner and Bernard H. Booms (1985) “Identifying Communication Difficulties in the Service Encounter: Critical Incident Approach”, in The Service Encounter, (eds. J. Czepiel, M. Solomon and C. Suprenant), p.195-212, Lexington, Massachusetts: Lexington Books.
  • Johnston, Robert (1995) “The Determinants of Service Quality: Satisfiers and Dissatisfiers”, International Journal of Service Industry Management, 6(5), p.53-71.
  • Johnston, Robert and Stefan Michel (2008) “Three Outcomes of Service Recovery: Customer Recovery, Process Recovery and Employee Recovery”, International Journal of Operations and Production Management, 28(1), p.79-99.
  • Kelley, Scott W., K. Douglas Hoffman and Mark A. Davis (1993) “A Typology of Retail Failures and Recoveries”, Journal of Retailing, 69(1), p.429-452.
  • Kula Değirmenci, Nil (2012) Çoklu Taşıma İşleticisi Olarak Taşıma İşleri Komisyoncusunun Sorumluluklarına ve Sorumluluk Sigortası Himayesine İlişkin Bir İnceleme, Izmir: Dokuz Eylul University.
  • Lewis, Barbara R. and Pamela McCann (2004) “Service Failure and Recovery: Evidence from the Hotel Industry”, International Journal of Contemporary Hospitality Management, 16 (1), p.6-17.
  • Lockshin, Larry and Gordon McDougall (1998) “Service Problems and Recovery Strategies: An Examination of the Critical Incident Technique in a Business to Business Market”, International Journal of Retail and Distribution Management, 26(11), p.429-438.
  • Lundberg, Christine (2011) “Critical Service Encounters in Hotel Restaurants: The Personnel’s Perspective”, Scandinavian Journal of Hospitality and Tourism, 11(1), p.1-19.
  • McCollough, Michael A., Leonard L. Berry and Manjit S. Yadav (2000) “An Empirical Investigation of Customer Satisfaction After Service Failure and Recovery”, Journal of Service Research, 3(2), p.121-137.
  • Mentzer, John T., William DeWitt, James S. Keebler, Soonhong Min, Nancy W. Nix, Carlo D. Smith and Zach G. Zacharia (2001) “Defining Supply Chain Management”, Journal of Business Logistics, 22(2), p.1-25.
  • Michel, Stefan (2001) “Analyzing Service Failures and Recoveries: a Process Approach”, International Journal of Service Industry Management, 12(1), p.20-33.
  • Mohr, Lois A. and Mary Jo Bitner (1995) “The Role of Employee Effort in Satisfaction with Service Transactions”, Journal of Business Research, 32(3), p.239-252.
  • Oflaç, Bengü S., Ursula Y. Sullivan and Tunçdan Baltacioglu (2012) “An Attribution Approach to Consumer Evaluations in Logistics Customer Service Failure Situations”, Journal of Supply Chain Management, 48(4), p.51-71.
  • Ozgen, Ozge and Sumeyra Duman Kurt (2012) “Pre-recovery and Post-recovery Emotions in the Service Context: A Preliminary Study”, Managing Service Quality: An International Journal, 22(6), p.592-605.
  • Panayides, Photis M. and Meko So (2005) “The Impact of Integrated Logistics Relationships on Third-Party Logistics Service Quality and Performance”, Maritime Economics & Logistics, 7(1), p.36-55.
  • Parasuraman, Arun, Valarie A. Zeithaml and Leonard L. Berry (1991) “Refinement and Reassessment of the SERVQUAL Scale”, Journal of Retailing, 67(4), p.420.
  • Parasuraman, Arun, Valarie A. Zeithaml and Leonard L. Berry (1993) “The Nature and Determinants of Customer Expectations of Service”, Journal of the Academy of Marketing, 21(1), p.1-12.
  • Qureshi, M. N., Dinesh Kumar and Pradeep Kumar (2007) “Modeling the Logistics Outsourcing Relationship Variables to Enhance Shippers’ Productivity and Competitiveness in Logistical Supply Chain”, International Journal of Productivity and Performance Management, 56(8), p.689-714.
  • Smith, Amy K., Ruth N. Bolton and Janet Wagner (1999) “A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery”, Journal of Marketing Research, p.356-372. Stauss, Bernd (1993) “Service Problem Deployment: Transformation of Problem Deployment into Problem Prevention Activities”, International Journal of Service Industry Management, 4(2), p.41-62.
  • Stauss, Bernd and Bernhard Weinlich (1997) “Process-Oriented Measurement of Service Quality”, European Journal of Marketing, 31(1), p.33-37.
  • Stewart, Gordon (1995) “Supply Chain Performance Benchmarking Study Reveals Keys to Supply Chain Excellence”, Logistics Information Management, 8(2), p.38-44.
  • Strandvik, Tore and Maria Holmlund (2008) “How to Diagnose Business-to-Business Relationships by Mapping Negative Incidents”, Journal of Marketing Management, 24(3- 4), p.361-381.
  • Swanson, Scott R. and Maxwell K. Hsu (2009) “Critical Incidents in Tourism: Failure, Recovery, Customer Switching, and Word of Mouth Behaviors”, Journal of Travel and Tourism Marketing, 26(2), p.180-194.
  • Tax, Stephen S., Stephen W. Brown and Murali Chandrashekaran (1998) “Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing”, Journal of Marketing, 61(2), p.60-76.
  • Valarie A. Zeithaml, Leonard L. Berry and Ananthanarayanan Parasuraman (1996) “The Behavioral Consequences of Service Quality”, The Journal of Marketing, p.31-46.
  • Van Doorn, Jenny and Peter C. Verhoef (2008) “Critical Incidents and the Impact of Satisfaction on Customer Share”, Journal of Marketing, 72(4), p.123-142.
  • Zhu, Xia and Judy Zolkiewski (2015) “Exploring Service Failure in a Business-to-Business Context”, Journal of Services Marketing, 29(5), p.367-379.
  • Zhu, Zhen, Kumar, Sivakumar and Ananthanarayanan Parasuraman (2004) “A Mathematical Model of Service Failure and Recovery Strategies”, Decision Sciences, 35(3), p.493-525.