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An application of integrating SERVQUAL and Kano's model into QFD for logistics services: A case study from Turkey

Birdogan Baki (Department of Business Administration, Karadeniz Technical University, Trabzon, Turkey)
Cigdem Sahin Basfirinci (Department of Business Administration, Karadeniz Technical University, Trabzon, Turkey)
Ilker Murat AR (Department of Business Administration, Karadeniz Technical University, Trabzon, Turkey)
Zuhal Cilingir (Department of Business Administration, Karadeniz Technical University, Trabzon, Turkey)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 9 January 2009

6098

Abstract

Purpose

This paper seeks to provide new solutions to cargo companies’ service quality efforts by integrating different scientific methodologies.

Design/methodology/approach

Strengths and weaknesses of logistics services of a well known cargo company in Turkey are defined by using a service quality scale (SERVQUAL), service quality attributes are categorized using the Kano model in order to see how well these attributes are able to satisfy customer needs, and findings are transferred to quality function deployment (QFD).

Findings

The findings of the Kano model show that ten of the 27 service quality attributes can be categorized as “attractive”, implying the maximum effect on consumer satisfaction. Through the customer priority level of QFD, the three most important service quality attributes are found to be: VIP Service, informing customers about delivery time before sending, and taking deliveries from customers’ addresses. Also, strengthening information technology infrastructure is the most important technical requirement to focus with the highest technical importance level.

Research limitations/implications

The study involves only one cargo company, it concerns just Trabzon city center branch offices and its sample includes only individual customers instead of individual and institutional customers together.

Practical implications

Offering a case study, the paper presents a guide for cargo companies to employ different scientific methodologies in their service quality development efforts.

Originality/value

Intending to offer scientific approaches to cargo companies as a tool of development in their practical procedures, the paper tries to bridge the current gap between academicians and practitioners and adds to the relatively limited theoretical literature.

Keywords

Citation

Baki, B., Sahin Basfirinci, C., Murat AR, I. and Cilingir, Z. (2009), "An application of integrating SERVQUAL and Kano's model into QFD for logistics services: A case study from Turkey", Asia Pacific Journal of Marketing and Logistics, Vol. 21 No. 1, pp. 106-126. https://doi.org/10.1108/13555850910926272

Publisher

:

Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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