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LOJİSTİK HİZMET SEKTÖRÜNDE HİZMET HATALARI VE TELAFİ STRATEJİLERİ

THE SERVICE FAILURE AND RECOVERY STRATEGIES IN LOGISTICS SERVICE SECTOR

Journal Name:

Publication Year:

DOI: 
10.18026/cbusos.03006
Abstract (2. Language): 
The customer's perspective on the service quality is highly significant in logistics service sector as in any other sector. The biggest threat posed by service failures is the possibility of negatively influencing the customer's perceptions on the service they receive and the service provider they work with. Therefore, service providers must implement an effective recovery strategy in the shortest time possible and satisfy the customers once again. Service providers which fail to satisfy their customers are expected to suffer a great decrease in their performance due to troubles related with competitive advantage, sustainability, profits and financial stamina, customer retention and attracting new customers. Thus, first service failures must be identified and recovered from as quickly as possible and the reasons underlying the occurrence of these service failures must be explored and removed to ensure it won't happen again. This study has been designed to explore the general and specific business to business service quality, the service failure and recovery strategies dimensions in logistics sector and aims to contribute to the business to business marketing literature.
Abstract (Original Language): 
Tüm sektörler gibi lojistik hizmet sektöründe de sunulan hizmetin kalitesi ve müşterilerin konuyla ilgili algıları büyük önem taşımaktadır. Yaşanan hizmet hatalarının yarattığı en büyük tehlike müşterilerin aldıkları hizmet ve birlikte çalıştıkları hizmet sağlayıcı hakkındaki algılarını kötü yönde etkileme olasılığıdır. Bu bağlamda, hizmet sağlayıcıların en kısa sürede, etkin bir telafi stratejisi uygulayarak müşterileri yeniden tatmin etmeleri gerekmektedir. Müşteri tatminini sağlayamayan hizmet sağlayıcıların, rekabetçi üstünlük kazanma, sürdürülebilirlik, kazanç ve dolayısıyla finansal durum, müşterileri elde tutma ve yeni müşteri kazanma gibi konularda sıkıntı çekmesi ve performansında büyük düşüş yaşaması beklenmektedir. Dolayısıyla yaşanan hataların kızı şekilde fark edilmesi ve telafi edilmesinin ardından altında yatan nedenler de araştırılmalı ve ortadan kaldırılmalıdır. Bu çalışma, işletmeler arası hizmet kalitesi, hizmet hataları ve telafi stratejileri boyutlarının genel ve özel olarak lojistik sektöründe araştırılması için tasarlanmış olup işletmeler arası pazarlama ve lojistik yazınına katkı sağlamayı amaçlamaktadır.
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