the analysıs of servqual servıce02
Transkript
the analysıs of servqual servıce02
THE ANALYSIS OF SERVQUAL AT SABIHA GOKCEN AIRPORT This post-graduate thesis – by Anil OZTEKIN, working at Kocaeli University under the guidance of Kenan AYDIN – was written in 2005. Keywords: The Analysis of Servqual at Sabiha Gokcen Airport, Servqual, Service Quality, Quality, Airport’s Service Quality, Quality of Airports, Sabiha Gokcen, Kalite, Hizmet Kalitesi, Hizmet Kalitesi’nin Ölçülmesi. ABSTRACT The purpose of this thesis is to investigate how to measure the service quality. In this respect, a literature search related to the service, service quality, and mesures of service quality was done. In the application part of this investigation, a measure of the service quality related to the airports which is the sub sector of service sector was aimed. In the line of this purpose, the survey form of Servqual method which was developed by Parasuraman, Zeithaml, and Berry was prepared for the airports. In the analysis of Servqual survey done at Sabiha Gokcen Airport which is the second airport in Istanbul, the gap between the expectations of the passengers from the excellent airports and perceptions of the service given at Sabiha Gokcen Airport formed the quality value. The proposed survey for this research did not follow all of the original 22 Servqual items; instead, items were modified, added or deleted when planning the survey instrument. For this reason, the questionnaire developed by working group, which consists of 5 dimensions and 46 statements (expectations-23; perceptions-23), was adapted to the airport firm and applied to the departing passengers. Systematic sampling was adopted with a “skip interval” of every 10th indivudual arriving at the entrance of Sabiha Gokcen Airport. The questionnaire was prepared in 4 languages: Turkish, English, German and Russian. Of those originally distrubuted, 296 completed passenger surveys were collected in August 2005. REFERENCES ______________________, Department of International Economic and Social Affairs Statistical Office,1987 Statistical Yearbook, United Nations, New York, 1990. ______________________,T.C. BAŞBAKANLIK DEVLET İSTATİSTİK ENSTİTÜSÜ, Çalışma İstatistikleri 2000-2001, DİE Matbaası, Ankara, Kasım 2002. ALBRECHT K. The Only Thing That Matters, Harper Collins, New York, 1992. BATESON, John E. G. Managing Services Marketing : Text and Readings, 3rd Edition,Dryden Press, Fort Worth, 1995. BERGMAN B., KLEFSJO B. Quality: From Customer Needs to Customer Satisfaction, McGraw-Hill, London, 1994. BLOW, Christopher J. Airport Terminals, 2nd Edition, Architectural Press, Oxford, 1996. CHRISTOPHER, Martin. Logistics and supply chain management: strategies for reducing cost and improving service, 2nd edition, Financial Times/Pitman, London, 1998. CROSBY P. B. Quality without Tears, McGraw-Hill, New York, 1984. DEMING W.E.Out of Crisis, Massachusetts Institute of Technology, Cambridge,1986. ERKUT, Haluk. Hizmet Kalitesi (Toplam Kalite Yönetimi Dizisi ; Yayın No. 2), Interbank, İstanbul, 1995. EVANS, James R., LINDSAY, William M. The Management & Control of Quality, 4th edition, South-Western , Cincinnati, 1999. FITZSIMMONS, James A., FITZSIMMONS, Mona J. Service Management for Competitive Advantage, McGraw-Hill, Inc.,New York, 1994. FITZSIMMONS, James A., FITZSIMMONS, Mona J. Service Management: Operations, Strategy and Information Technology, McGraw-Hill, Inc., New York, 2001. GENÇ, Nurullah, DEMİRDÖĞEN, Osman. Yönetim El Kitabı, Birey Yayınları, Erzurum, Mayıs1994. GOETSCH, David L., DAVIS, Stanley. “Understanding and Implementing ISO 9000 and ISO Standarts”, Prentice –Hall, New Jersey, 1998. GRONROOS, Christian. Service Management and Marketing, Lexington Books, Massachusetts, 1990. GRONROOS, Christian. Service Management and Marketing: A Customer Relationship Management Approach, 2nd Edition , Wiley, New York, 2000. GRONROOS, Christian. Strategic Management and Marketing in the Service Sector, Chartwell-Bratt, Bromley, 1984. GÜVEN, İhsan, ATAKAN, Nevin, EFE, Şeref, ÖZBARAN M. Hakan. Denetimde Kalite Yönetimi/ Güvencesi/Kontrolü (Araştırma/İnceleme/Çeviri Dizisi:29), Sayıştay Yayın İşleri Müdürlüğü, Ankara, Eylül 2003. HOFFMAN, K. Douglas. BATESON, John E.G. Essentials of Services Marketing, The Dryden Press, Forth Worth, 1997. ISHIKAWA K. What is Total Quality Control? The Japanese Way, Prentice Hall, London, 1985. İSLAMOĞLU, A.Hamdi. Bilimsel Araştırma Yöntemleri, Kocaeli Üniversitesi İktisadi ve İdari Bilimler Fakültesi Yayını, İzmit, 2001. KARLOF, Bengt. Çağdaş Yönetim Kavramları ve Kalkınma Modelleri, Çev Ç. Kütevin, E.Kütevin, İnkilap Kitabevi, İstanbul, 1996. KAVRAKOĞLU, İbrahim. Kalite: Kalite Güvencesi ISO 9000 ve Toplam Kalite, İstanbul: Rekabetçi Yönetim Dizisi 1, KAL-Der Yay., 1993. KOBU, Bülent. Üretim Yönetimi, 7. Baskı, İ.F. İşl. İkt. Ens. Yay. No:107, İstanbul, 1989. KOTLER, Philip. Marketing for Non profit Organizations (The Printice-Hall Series In Marketing), 2nd Edition, Englewood Cliffs, New Jersey, 1982. KOTLER, Philip. A’dan Z’ye Pazarlama, çev. Aslı Bakkal, Kapital Medya, İstanbul, 2005 KURILOFF, Arthur H. HEMPHILL, John M. CLOUD Douglas, Starting and Managing the Small Business, 3rd edition, Mc Gracw-Hill, New York, 1993. KURTZ, David L., Services Marketing, J.Willey&Sons, New York, 1998. LOOY, Bart Van, GEMMEL, Paul, DIERDONCK, Roland Van. Services Management : An Integrated Approach, Prentice Hall/Financial Times, 2nd edition, Harlow, 2003. MUCUK, İsmet. Pazarlama ilkeleri, 6. Baskı, Der Yayınları, İstanbul, 1998. ÖZTÜRK, Ayşe Sevgi. Hizmet Pazarlaması, 2. Baskı, Birlik Ofset Yayıncılık, Eskişehir, 2000. PALMER, Adrian. Principles Of Services Marketing, McGraw-Hill Book Co., London, 1994. PORTER M.E., Generic Competitive Strategies in Competitive Advantage: Creating and Sustaining Superior Performance, Free Press, New York, 1985. RUST, Roland T., OLIVER, Richard L., Service Quality: New Directions in Theory and Practice, Thousands Oaks, California, 1994. TAYLOR, Weldon J., SHAW, Roy T. Jr. Marketing : An İntegrated, Analytical Approach, 2nd ed., South-Western Pub. Co., Cincinnati, Ohio, 1969. UNMACK, Tim. Civil Aviation: Standards and Liabilities, LLP Professional Publishing, London, 1999. UYGUÇ, Nermin. Hizmet Sektöründe Kalite Yönetimi: Stratejik Bir Yaklaşım, Dokuz Eylül Yayınları,İzmir, 1998. VALERIE, A.Zeithaml, BITNER, Mary Jo. Services Marketing, McGraw-Hill Co., New York, 1996. VALERIE, A.Zeithaml, BITNER, Mary Jo. Services Marketing: Integrating Customer Focus Across the Firm, 2nd Edition, McGrawHill, Boston, 2000. VONDEREMBSE, Mark A., WHITE, Gregory P. Operations Management: Concepts Methods and Strategies, 2nd ed., West Publishing Co., New York, 1991. ZEITHAML, Valerie A., PARASURAMAN A., BERRY, Leonard L. Delivering Quality Service: Balancing Customer Perceptions and Expectations, Free Press, New York, 1990. ASUBONTENG, Patrick, MCCLEARLY, Karl J., SWAN, John E. Servqual Revisited:A Critical Review of Service Quality, The Journal of Services Marketing, Vol 10, No6, 1996. BERRY, Leonard L., PARASURAMAN, A.,ZEITHAML, Valerie A. Improving Service Quality in America: Lessons Learned, Academy of Management Executive,Vol.8, No.2, 1994. BOOMSMA S. A Clear View, Managing Service Quality, 1992. BUTTLE, Francis. SERVQUAL: Review, Critique, Research Agenda, European Journal of Marketing, Vol 30, No 1, 1996. DÖĞERLİOĞLU, Özgür. Kurum Kültürünün Kalite Kültürüne Dönüşümü, Standard Dergisi, Sayı 418, Ekim 1996. ERDWARDSSON, Bo. Service breakdowns: A study of Critical Incidents in an airline, International Journal of Service Industry Management, ABI/INFORM Global,1992. EVELYN J.J. , CARLO N. J. De. Customer Focus Helps Utility See the Light, The Journal of Business Strategy, 1992. FEIGHAN, Aisling J. Reynolds, BUTTON, Kenneth J. An Assessment of The Capacity and Congestion Level at European Airports, Journal of Air Transport Management, No.5, 1999. FROST, Frederick A., KUMAR, Mukesh. Intservqual-An Internal Adaptation of the Gap Model in a Large Service Organization, Journal of Services Marketing, Vol 14, No 5, 2000. GENESTRE, Alain, HERBIG, Paul. Of Customer Service, Product Parameters and Service Quality; Satisfiers and Dissatisfiers, Academy of Marketing Studies Journal, Vol 1, No 2, 1997. GILBERT, David, WONG, Robin K.C. Passenger Expectations and Airline Services: A Hong Kong Based Study, Tourisim Managament, No 24, 2003. GRONROOS, Christian. A Service Quality Model and Its Marketing Implications, European Journal of Marketing, Vol 18, No 4, 2001. HEADLEY, Dean H., BOWEN, Brent D. International Airline Quality Measurement, Journal of Air Transportation World Wide, Vol.2, No.1, 1997. HUDSON, Simon, HUDSON, Paul, MILLER, Graham A. The Measurement of Service Quality in the Tour Operating Sector: A MethodologicalComparision, Journal of Travel Research, Vol.42, February 2004. JOHNSTON, Robert. The Determinants of Service Quality: Satisfiers and Dissatisfiers, International Journal of Service Industry Management, Vol 6, No 5, 1995. KILIÇOĞULLARI, Pınar, KILIÇOĞULLARI, Sinan. Sağlık Hizmetlerinde Kalite, Tusiad Kalder-Kalite Derneği, 7. Ulusal Kalite Kongresi CD-ROM, İstanbul, 1998. LAM, Simon S. K. Servqual: A Tool for Measuring Patients’ Opinions Of Hospital Service Quality in Hong Kong, Total Quality Management, Vol 8, No 4, 1997. MELS, Gerhard, BOSHOFF, Christo, NELL, Deon. The Dimensions of Service Quality: The Original European Perspective Revisited, The Service Industries Journal, Vol.17, No.1,1997. MITTAL, Banwari, WALFRIED, Lassar M. The Role of Personalization in Service Encounters, Journal of Retailing, Vol.72, No.1, 1996. OYMAN, Korhan. Sabiha Gökçen Havaalanı, Turkish Aviation, Yıl.8, Sayı,35-36, 2001-2002. ÖZGEN, Hüseyin, SAVAŞ, Halil. Verimlilik ve Kalite Arasındaki İlişkinin Toplam Kalite Anlayışı Açısından Analizi, Standard Dergisi, Sayı 422, Şubat 1997. ÖZTÜRK, Ayşe Sevgi. Hizmet İşletmelerinde Kalite boyutları ve Kalitenin Artırılması, Verimlilik Dergisi, Sayı 2, 1996. PARASURAMAN A., ZEITHAML, Valerie A., BERRY, Leonard L. A Conceptual Model of Service Quality and Its Implications for Future Research, Journal of Marketing, Vol.49, 1985. PAWITRA, Theresia A., TAN, Kay C. Tourist Satisfaction in Singapore - A perspective from Indonesian Tourists, Managing Service Quality, Vol.13, No.5, 2003. RHOADES, Dawna L. WAGUESPACK, Blaise Jr, YOUNG, Seth. Managing Service Quality Developing a Quality Index for US Airports, Vol.10, No.4, 2000. SAHA, Parmita, ZHAO, Yani. Relationship between Online Service Quality and Customer Satisfaction, Lulea University of Technology Msc Programme in Electronic Commerce, 2005. SARIKAYA, Nilgün, GÜNDOĞAR, Emin. Servis Sistemlerinde Kalitenin Ölçülmesi ve Değerlendirilmesi, Tusiad Kalder-Kalite Derneği, 7. Ulusal Kalite Kongresi CD-ROM, İstanbul, 1998. SCHARER, Marc. A Methodological Approach to Extending Servqual to Measure the Internal Service Quality Between Employer and Employee, DBA Anglia Business School Research Paper 3, 2002. SCHVANEVELDT, Shane J., ENKAWA, Takao, MIYAKAWA, Masami. Consumer Evaluation Perspectives of Service Quality: Evaluation Factors and Two-way Model of Quality, Total Quality Management, Vol 2, No 2, 1991. SPIEGEL, M.Van Der, LUNING, P. A., ZIGGERS, G. W., JONGEN, W.F. Evaluation of Performance Measurement Instruments on Their Use for Food Quality Systems, Critical reviews in Food Science and Nutrition, No 44, 2004. SULTAN, Fareena, SIMPSON, Merlin. International Service Variants: Airline Passenger Expectations and Perceptions of Service Quality, Journal of Services Marketing, Vol 14, No 3, 2000. TAK Bilçin, Toplam Kalite Şirketlerinin Finansal İş Sonuçlarının İyileşme Nedenleri, Tusiad Kalder-Kalite Derneği, 7. Ulusal Kalite Kongresi CD-ROM, İstanbul, 1998. TAŞKIN, Ercan, KARA, Hakan. Öğrencilerin Otobüs İşletmelerinin Hizmet Kalitesini Algılamaları: Servqual Yöntemli Bir Araştırma, Hakemli akademik e-dergi, Cilt 2, Sayı 1, 2004. TORUM, Oya. İstanbul Kurtköy’de Havalimanı Projesi, Anadolu Üniversitesi Sivil Havacılık Bülteni, Sayı.07, Temmuz-Ağustos-Eylül 1991. TUZCUOĞLU, Selçuk. Uçuş Öncesi Konfor, Marketing Turkiye, Yıl.3, Sayı.61, 2004. ZEITHAML, Valerie A., BERRY, Leonard L., PARASURAMAN A. The Nature and Determinants Customer Satisfaction of Service, Journal of the Acedemy of Marketing Science, Vol.21, No.1,1993. ZEITHAML, Valerie A., BERRY, Leonard L., PARASURAMAN A. Communication and Control Processes in the Delivery of Service Quality, Journal of Marketing, Vol.52, 1988. http://www.tylorandfrancis.metapress.com/app/home/contribution.asp? wasp=55b3c49cc6ce4115998b0f69054ffe8e& referrer=parent&backto= issue,11,12;journal,9,21;linkingpublicationresults, 1:108545,1 , [18/04/2005] http://www.ukoln.ac.uk/medata/desire/ quality7quality.rtf, P.Hofman, E. Worsfold, Selection, Criteria for Quality Controlled Information Gateways, Work Package3 of Telematics for Research Project Desire [07/05/2005] http://www.shsu.edu/~mgt_ves/mgt481/chapter1.doc, Sower Quality Management Text Manuscript, Sam Houston State University, Texas, USA, 2004. [18/08/2005] http://muratatan.info/acaedemic/bulletin/10.pdf, Nihat Bozdağ, Murat Atan, Şenol Atlan, Hizmet Sektöründe Toplam Hizmet Kalitesinin SERVQUAL Ananlizi ile Ölçümüve Bankacılık Sektöründe Bir Uygulama, s.4. [10/09/2005] http://www.cs.uta.fi/research/hci/spi/reports/SESDSUSM.pdf, Mikko Hartikainen, Esa-Pekka Salonen, Markku Turunen, Subjective Evaluation of Spoken Dialogue Using SERVQUAL Method, Department of Computer Sciences, University of Computer Sciences, University of Tampere, Finland. [12/09/2005]