FATMA DEMİRCİ OREL, BEHİYE GÜLSÜN NAKIBOĞLU, Latif OYGÜR

Lojistik hizmetlerde algılanan hizmet kalitesi boyutlarının müşteri tatmini üzerindeki etkileri

Global ekonominin ve rekabetin bir sonucu olarak uzmanlaşma, dış kaynaklar dan yararlanma ve bunlara bağlı olarak karmaşık ağ yapılı tedarik zincirleri ile çalışmanin önemi hızla artmaktadır. Bu ağ yapılı çalışma sistemlerinde tedarikçileri değerlendirmek, sağlam ve istikrarli ticari birliktelikler oluşturmak, işletmenin başarıya ulaşılmasını sağlayacak temel unsurlardır. Güçlü birlikteliklere karar verilmesi ve değerlendirilmesinde sunulan hizmetin kalitesi ve müşteri ilişkileri yönetimi anahtar bir rol oynamaktadır. Konu ile ilgili çalışmalara göre müşterilerin algıladıkları hizmet kalitesinin ve müşterilerle kurulan uzun vadeli itimat ve güvene dayalı ilişkilerin müşteri memnuniyetinin temel belirleyicileri olduğu görülmektedir. Bu çalışmada, tedarikçiler tarafından işletmelere sunulan lojistik hizmetlerin ve müşteri ilişkilerinin algılanan kalite boyutlarının müşteri tatmini üzerindeki etkileri araştırılmıştır. Çalışma verileri 195 sanayi işletmesinden elde edilmiş ve çok değişkenli analizler kullanılmıştır. Elde edilen sonuçlara göre sipariş hizmetleri, bu hizmetlerin kalitesi, ilişkisel hizmetleri ve ilişki kalitesi değişkenlerinin tamamının müşteri tatmini ile anlamlı pozitif yönlü ilişkileri bulunmaktadir.

The effects of perceived logistics service quality on customer satisfaction

As a result of global economy and stiff competition, concentrating on core busi ness, outsourcing the other processes and working with complicated supply net works have become important factors. In these network type systems, evalua ting the suppliers accurately, creating reliable and stable relations and working in collaboration are regarded as primary factors of success. The key elements for evaluating the system and making decisions about it mostly depend on perceived service quality and customer relationship management efforts of suppliers. According to the related studies, perceived service quality and long lasting trust-based customer relations influence the customer satisfaction. In this study, the effects of perceived quality of logistic services and customer relations on customer satisfaction were investigated. A survey was administered to 195 industrial companies in Adana and data were analyzed by using some multivariate analysis. According to the results, order fulfilment services, the quality of these servies, relationship based services and relationship quality exhibited positive and significant relations with customer satisfaction.

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