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Title:Uporaba koncepta mehke logike pri presoji kakovosti storitev : magistrska naloga
Authors:Avžner, Toni (Author)
Usenik, Janez (Mentor) More about this mentor... New window
Files:.pdf RAZ_Avzner_Toni_i2009.pdf (2,07 MB)
MD5: 7A20CC213A6FAE5CBDFBEA00780FE905
 
Language:Slovenian
Work type:Master's thesis/paper (mb22)
Organization:FL - Faculty of Logistic
Abstract:V zadnjih desetletjih so postale storitvene dejavnosti najpomembnejši del sodobnih razvitih ekonomskih sistemov. Kakovost storitev pomembno vpliva na zadovoljstvo uporabnikov in njihovo zvestobo. Če želimo izboljševati kakovost storitev, jo moramo meriti. Za ta namen se uporabljajo različne metode, med katerimi je najbolj razširjena SERVQUAL. Rezultati, ki so pridobljeni z anketiranjem porabnikov, so lahko zavajajoči, če ne upoštevamo ohlapne in subjektivne narave človeškega presojanja. Likertovo lestvico, ki se uporablja za zajem ocene porabnikov, nadomestimo z lingvističnimi spremenljivkami. V magistrskem delu je predstavljen postopek meritve kakovosti storitev v trgovini na drobno, ki nadomesti tradicionalne statistične metode. Dejavniki SERVQUAL lestvice so prilagojeni specifičnim zahtevam dejavnosti. Predlagan postopek temelji na modificirani obliki P-I analize. Meritve razkoraka med pomembnostjo in zaznavo so izvedene z uporabo predlaganega koncepta trikotnih mehkih števil, ki upošteva ohlapnost presoje porabnika. Primerjava opazovanih maloprodajnih objektov je izvedena s pomočjo TOPSIS metode, ki razvrsti maloprodajne objekte po rangu. Raziskava dejavnikov, ki vplivajo na kakovost storitev ter periodično spremljanje trendov zagotovo pripomore managementu pri sprejemanju učinkovitih strategij za izboljšanje kakovosti.
Keywords:kakovost storitev, mehka logika, trikotna mehka števila, SERVQUAL, management kakovosti
Year of publishing:2009
Publisher:[T. Avžner]
Source:Celje
UDC:658.562(043.2)
COBISS_ID:512206141 New window
NUK URN:URN:SI:UM:DK:C0TNASZA
Views:3176
Downloads:468
Metadata:XML RDF-CHPDL DC-XML DC-RDF
Categories:FL
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Secondary language

Language:English
Title:Application of fuzzy logic in measuring service quality
Abstract:Over the past decades service activities have become the key factor of the modern and developed economic systems. Service quality have dominant influence and great effect in customer satisfaction and customer loyalty. If we want to improve service quality, we have to measure it. Among the different methods, the SERVQUAL instrument has attracted the greatest attention. Results obtained from interviewing the customers may be misleading when the fuzziness and subjectivity of human judgment is not taken into account. Likert Scale as the main method of evaluating service quality was substituted with linguistic variables. This master thesis develops technique for service quality measurement in retail sector, which is substitution for the traditional statistical methods. The attributes of SERVQUAL instrument are adapted to special demands of the sector. Suggested procedure is based on modified P-I analysis. The proprosed technique of triangular fuzzy numbers measurement of perception/importance gap includes the vagueness of consumer's judgement. TOPSIS methodology is used for ranking order of retail stores. Investigating the factors, which have influence on service quality and tracking the trends periodically would definitely help management to adopt effective strategies for improving service quality.
Keywords:service quality, fuzzy logic, marketing, SERVQUAL, triangular fuzzy number, quality management


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