ارائه مدلی برای سنجش کیفیت خدمات توزیع فیزیکی- مورد مطالعه: شبکه‌های توزیع محصولات تند گردش

نوع مقاله : علمی - پژوهشی

نویسندگان

دانشگاه علامه طباطبایی

چکیده

اغلب مطالعات حوزه سنجش کیفیت خدمات، در سطح B2C انجام گرفته‌است و مدل‌های ارائه‌شده در این حوزه، معمولا بر مبنای سنجش رضایت مصرف کننده نهایی توسعه یافته‌اند. در نتیجه، کیفیت خدمات در حوزه B2B با وجود اهمیت این بخش و سهم بالای آن در بخش خدمات، مورد غفلت قرار گرفته است. هدف اصلی این تحقیق، ارائه مدلی برای سنجش کیفیت خدمات توزیع فیزیکی در حوزه B2B است. رویکرد این تحقیق، آمیخته می باشد. استراتژی این تحقیق، مطالعه موردی و در صنعت پخش محصولات تندگردش و ابزار جمع‌آوری داده، در بخش کیفی، مصاحبه‌های عمیق نیمه ساختاریافته و و در بخش کمی، پرسشنامه است. در مصاحبه‌های انجام شده با خبرگان، 53 شاخص موثر بر کیفیت خدمات توزیع در پنج بعد کیفیت محصول، کیفیت مالی، کیفیت اطلاعات، کیفیت ترفیع و کیفیت تعامل شناسایی شد. در ادامه مدل مفهومی به دست آمده، در سطح خرده فروشان شهر تهران تایید شد. با توجه به ضعف مطالعات در زمینه کیفیت ارائه خدمات مربوط به توزیع، این تحقیق می‌تواند در شناسایی عوامل موثر بر انتظارات و ادراکات خرده‌فروشان به عنوان مشتریان شبکه‌های توزیع موثر باشد.

کلیدواژه‌ها


عنوان مقاله [English]

Identifying the factors of Physical Distribution Service Quality - Case Study: FMCG Distribution channels

نویسندگان [English]

  • Vahid Nasehi far
  • Mahmoud Mohammadian
  • Mohammad taghi Taghavi fard
  • Alireza Mohammadi Anar
Allame tabatabaee University
چکیده [English]

Most of quality assurance studies have been conducted at B2C level and The proposed models are developed based on the consumer satisfaction measure. Therefore, the quality of services in the B2B area has been neglected despite the importance of this sector and its high share in the service sector. The main objective of this research is to provide a model for assessing the quality of physical distribution services in B2B. This research is a case study in the FMCG distribution industry. Data collection in qualitative, is semi-structured interviews and in quantitative is questionnaires. In interviews with experts, 53 indicators on the quality of distribution services were identified in five dimensions of product quality, financial quality, information quality, promotion quality and interaction quality. The conceptual model was approved in FMCG retailers in Tehran. Due to the weakness of the studies on the quality of distribution services, this research can be useful in identifying the factors affecting the expectations and perceptions of retailers as distribution network customers.

کلیدواژه‌ها [English]

  • service quality
  • industrial marketing
  • distribution industry
  • FMCG’s
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