ارزیابی راهبردی کیفیت خدمات شهرداری یزد با رویکرد تلفیقی مدل سروپرف و ماتریس مشاوران گروه بوستون بر مبنای تحلیل روابط خاکستری فازی

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشیار گروه مدیریت صنعتی، دانشگاه یزد، یزد، ایران

2 دانشجوی دکتری مدیریت تحقیق در عملیات، دانشگاه سمنان، سمنان، ایران

3 دانشجوی کتری مدیریت تولید و عملیات، دانشگاه یزد، یزد، ایران

چکیده

با عنایت به اهمیت کیفیت خدمات در سازمان‌های دولتی، در پژوهش حاضر به بررسی و تحلیل راهبردی کیفیت خدمات شهرداری یزد پرداخته شد. جامعۀ آماری پژوهش مراجعه­کنندگان سازمان شهرداری منطقۀ سه شهرستان یزد بود که از جامعه، 111 نفر برای پاسخگویی به پرسشنامه انتخاب شدند. روایی محتوایی پرسشنامه با نظر خبرگان تأیید شد و برای پایایی نیز ضریب آلفای کرونباخ معادل 79/0 محاسبه شد. برای اجرای تحقیق، با تلفیق مدل سروپرف، ابزار راهبردی ماتریس BCG و بهره‌گیری از روش کمی تحلیل داده‌ها و روابط خاکستری وضعیت راهبردی سازمان در هر یک از ابعاد و مؤلفه‌های کیفیت خدمات بررسی و به‌منظور برنامه‌‌ریزی بهبود خدمات به مدیران ارائه شد. نتایج تحلیل داده‌ها نشان داد، سازمان از نظر پاسخگویی، تضمین و قابلیت اطمینان در ناحیۀ علامت پرسش قرار دارد و میزان تأثیر این ابعاد در بهبود کیفیت خدمات اهمیت دارد، ولی سطح کیفیت خدمات سازمان در این ابعاد پایین است. به‌عبارتی این ابعاد نیازمند برنامه‌ریزی جدی و فوری هستند و سازمان می‌تواند از طریق بهبود در آن سطح رضایت را ‌به‌طور چشمگیری افزایش دهد.

کلیدواژه‌ها

عنوان مقاله [English]

Strategic analysis of Municipality’s service quality using combination of servperf model and BCG matrix by gray relational analysis method

نویسندگان [English]

  • Seyyed Habiballah Mirghafoori 1
  • Mohammad Ali Sangbor 2
  • Negar Jalilian 3
1 Associate Prof.., Industrial Management, Yazd University, Yazd, Iran
2 Msc of Industrial Management, Yazd uni., Yazd, Iran
3 Msc of Industrial Management, Yazd uni., Yazd, Iran
چکیده [English]

Considering the importance of quality services, the study attempted to analyze the quality of municipal services strategy in Yazd. The population of this study, including all client of the area three municipality .of Yazd city from this population, 111 clients were selected to answer the questionnaire. Content validity of the questionnaire was confirmed by experts point of views and the reliability was confirmed regarding coefficient alpha equal to 79/0.The present study, combined the Boston Consulting Group matrix model and Servperf model as a strategic tool to reveal that according to the five dimensions of service quality, the organization how extent has succeeded in customer satisfaction. It also is trying to determine the status of the organization in relation to service quality dimensions. The results of data analysis indicate that, the dimensions of accountability, service assurance and reliability is located in question mark region. In other words, the effect of improving the quality of service in these dimensions is important, but the level of service quality in low.

کلیدواژه‌ها [English]

  • Customer Satisfaction
  • Service quality
  • Servperf model
  • the Boston Consulting Group matrix
  • Gray Relational Analysis

مراجع

  1. Bolton Ruth N, James H.Drew (1991). A logical analysis of the impact of service change on customer attitudes. Journal of Marketing ,55(1) ,1-10.
  2. Buyukozkan G., Cifci G. (2012). A combined Fuzzy AHP and Topsis Based strategic analysis of electronic service quality in healthcare industry. Expert systems with applications, 39, 2341-2354.
  3. Buyukozkan G., Cifci G.,Guleryuz‌., S. (2011). Strategic Analysis Of Healthcare Service Quality Using Fuzzy AHP Methodology. Expert system whit applications ,38, 9407-9424.
  4. Cheung Millissa F.Y, To W.M (2011). Customer involvement and perceptions: The moderating role of customer co-production. Journal of retailing and consumer services, 18, 271-277.
    1. David, Fred R. (2012).Strategic Management, translated by Ali Parsayyan and Mohammad Arabi, published in the twenty-first, Publications of Cultural Research Bureau, Tehran.
    2. Deng, J. (1982) "Control problems of grey systems, Systems and Control letters"5(2), PP288-294
    3. Gronroos C. (1984). A service quality model and its marketing implications. European journal of marketing, 18(8) : 36-44.
    4. Gronroos C. (2000). service Management and marketing :a customer relationship management approach, business and economics. 394 pages.
    5. Guo H. (1985). Identification coefficient of relational grade of Grey Systems, Fuzzy mathematics, 2 (55): 8.
    6. Gupta M.K, Gupta N. (2012). A study of customer satisfaction special reference to services provided by Banks and Post- Offices in N.C.R. International journal of multidisciplinary Research, 222-239.
      1. Hadizadeh moghaddam A., shahedi K., (2008). A comparative study of the quality of banking services, both public and private banking" Journal of Humanities and Social Sciences Management, 8( 4): 125-146.
      2.  Hajiha A., Mohammadi Diani M. (2011), auto insurance compensation (Case study: two corporate of state insurance). Journal of the insurance industry, the twenty-fifth year, 4, 153-176.
      3. Hosseini  Mirza H., Ahmadinejad M., Qaderi S. (2011). assessment and measurement of service quality and its relationship with customer satisfaction, case study: Tejarat  Bank, Business Studies, 42, 88-97.
      4. Ismail I., Harson H., Ibrahim N ,Isa S.M,(2006). Service quality ,client satisfaction and loyalty towards audit firms-perceptions of Malaysian public listedcompanies. Managerial auditing journal , 21(7): 738-756.
      5. Kelemenis A. , Ergazakis K., Askounis D. (2011) “Support managers’ selection using an extension of fuzzy TOPSIS”, Expert Systems with Applications, 38, pp 2774–2782
      6. Khalid Salman, Mahmood Babak, Abbas Muzaffar, Hussain Shabbir (2011).Customer Satisfaction With Service Quality in Conventional Banking in Pakistan: The Case Of Faisalabad. International Journal of Marketing Studies , 3 (4): 165-174.
      7. Konuk Faruk A., Konuk F. (2013). The relationship between service quality, economic and switching costs in retail Banking” Business Systems Review, 2, 2280-3866.
      8. Lai K.., Yeung A.C.L, Cheng T.C.E (2012) . Configuring quality management and marketing implementation and the performance implications for industrial marketers. Industrial marketing management 41, 1284-1297.
      9. Lin H. (2010). Fuzzy application in service quality analysis: an empirical study. Expert systems with applications 37, 517-526.
        1. mohaghar A., Karimi dastjerdi D., moin Najafabadi f., Bayazi A. (2009), The effect of status on the quality and performance of organizations leading activities in Iran, Journal of Industrial Management, 1 (1): 125-138.
        2. Momeni E., Sohrai H., Akbari mahalle coli M. (2011),“business intelligence strategies and quality of service, Strategic Management Studies,. 9,. 51-71.
        3. Nabizadeh Shahrbabaki F., Safarnya H., Abbasi a. (2010). The role of the factors affecting public services on customer satisfaction public Bank city of Karaj, Business Management, 3 (7): 161-176.
        4. Parasuraman .A, Zeithaml Valarie A ,Berry Leonard L (1988). SERVQUAL :A multiple-item scale for measuring consumer perceptions of service quality. Journal of retailing, 64 (1): 12-40.
        5. Rezaei Dyzgah M., Rezaei Klydbry H., Alipour H., Salehi kordabadi S. (2011)" Servacequality,Client satisfaction and Client personality in the Public companies" Australian Journal of Basic and Applied Sciences, 5(3):PP 483-491
        6. Ross T.J (2005) “Fuzzy Logic with Engineering Applications” 2nd edition, Wiley
          1. Salehi kordabadi S., Rezaei Dyzgah M., Rezaei Klydbry h.(2011), "the quality of services and satisfaction of clients in government agencies (Case Study Gilan province)",human development journal of police, seventh year, No. 33, 86-61.
          2. Sayda ardekani S., Zanjirchi S.M., sangbor M., jalilian N. (2013) "operational programs to develop the quality of services and tools SERVQUAL model using the Quality Function Deployment (QFD)", International Conference on Quality Engineering , December 03 and 04, 2012.
          3. Shahin A., Ameri Golestan D., saremi B. (2004). SERVQUAL model and its role in the measurement of service quality gap with a case study in comparison with foreign examples, administrative changes, the seventh,. 47, 53 -68.
          4. Shi, K.(1990). Grey relation theory and its application. ISUMA90, USA.
          5. Taylan Osman (2012) .A hybrid methodology of fuzzy grey relation for determining multi attribute customer preferences of edible oil. Applied Soft Computing, 1-9.
          6. Tsai C.H., Chang C.L., Chen L.(2003). Applying grey relational analysis to the vendor evaluation model. International Journal of the Computer, the Internet and Management ,11 (3): 45–53.
          7. Tseng S.(2012) “ Correlations between external knowledge and the knowledge chain as impacting service quality” Journal of retailing and consumer services, 19, 429-437.
          8. Wang Y., Po L. H. (2002). Service quality, customer satisfaction and behavior intentions. info, 4: 50-60.
          9. Zhou M (1997). Fuzzy logic based models for quality planning and improvement, intelligent engineering systems through artificial neural networks vol. 7, ASME Press, November, 311–316.
مدیریت صنعتی
دوره 7، شماره 3
مهر 1394
صفحه 587-606

فایل ها

هم رسانی

ارجاع به این مقاله

آمار