Kurum performansının değerlendirilmesinde iç ve dış müşteri memnuniyetinin ölçülmesi ve yönetilmesi

Gittikçe artan rekabet koşulları şirketleri sürekli yenilenmeye, değişim yaratmaya, stratejik hedeflerini çok hassas belirlemeye ve bu hedeflere ulaşmasını sağlayacak uygun altyapıyı kurmaya zorlamaktadır. Her türlü koşul oluşturulduktan sonra ise şirketlerin bunları sürekli takip etmesi, durumunu izlemesi ve ihtiyaç halinde hemen müdahalelerde bulunması gereklidir. Bu noktada performans yönetim sistemlerine ihtiyaç duyulur. Performans yönetim sisteminde yapılar arasındaki ilişkiler doğru tanımlanmalı, hedefler ve gerçekleşen durumlar sürekli analiz edilmelidir. Bu çalışmada, geliştirilen müşteri memnuniyetinin ölçülmesi ve yönetilmesi modeli kapsamında özel bir bankada iki uygulama gerçekleştirilmiş, iç ve dış müşterilerin memnuniyet seviyeleri araştırılmış, çok değişkenli istatistiksel analiz yöntemleri ile memnuniyete etki eden faktörler arası ilişkiler incelenmiştir, iç ve dış müşterilerin kurumdan genel memnuniyet seviyesinin ölçülmesi için çerçeve sunulmuş, ilgili faktörlerin kurum performansı artışı üzerinde etkili olduğu sonucuna varılmıştır.

Anahtar Kelimeler:

Performans, Kurum Kültürü, Performans Yönetim Kültürü

Use of appraisal and management of internal and external customer satisfaction in corporate performance assessment

In a modern age, the rapid changing business environment enabled innovation the first imperative of achieving strategic business goals and requires proper advancement of infrastructure. Acquiring aforementioned skill set is necessary but not enough, the firms, with a proactive approach, further need to detect evolving business climate, check and intervene if the current situation requires to do so. In order to maintain and sustain up to date competitiveness Performance Management Systems are needed. The interactions between structures within the Performance Management Systems need to be well-defined, targets and achievements have to be analyzed constantly. In this study, we have conducted two applications in a private bank in the context of customer satisfaction measurement and management model, investigated satisfaction levels of internal and external customers, examined interactions of the factors affecting fulfillment levels of potential customers with multivariate statistical analysis methods and presented the framework for measuring the overall satisfaction level stakeholders and customers, have found out that related factors have positive impact on corporate performance increasement.

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