یک روش ترکیبی سروکوال و تاپسیس سلسله مراتبی بر اساس مجموعه‌های فازی نوع2 برای ارزیابی کیفیت خدمات (مطالعه موردی: کیفیت خدمات حمل و نقل عمومی شهرکرد)
محورهای موضوعی : مدیریت بازرگانی
علی دهقانی فیل آبادی
1
(مربی، گروه مهندسی صنایع، دانشگاه پیام نور، تهران، ایران.)
امیر سامان خیرخواه
2
(دانشیار، گروه مهندسی صنایع، دانشگاه بوعلی سینا، همدان.)
حمید رضا احدی
3
(استادیارگروه مهندسی حمل و نقل ریلی دانشگاه علم وصنعت)
کلید واژه: کیفیت خدمات, سروکوال, تاپسیس سلسله مراتبی, مجموعه‌های فازی نوع2,
چکیده مقاله :
روش سروکوال یکی از کاربردی ترین روشها در سنجش کیفیت خدمات است که دارای ساختار سلسله مراتبی شامل چند بعد اصلی و چند آیتم است و فاصله بین انتظارات و ادراک مشتریان از خدمات دریافتی را برای هر یک از آیتم ها مورد تحلیل قرار می دهد، از سوی دیگر کیفیت خدمات یک مفهوم انتزاعی و ذهنی است و ارزش شاخص های آن به صورت ترم های زبانی تعیین می شوند که دارای ابهام هستند، بنابراین، در این مقاله یک روش ترکیبی سروکوال و تاپسیس سلسله مراتبی ارائه شده است که در آن براساس ساختار سروکوال، کیفیت خدمات، با کمک روش تاپسیس سلسله مراتبی مورد ارزیابی قرار می گیرد و برای مقابله با ابهام موجود در داده های مسأله، از مفاهیم مجموعه های فازی نوع2 استفاده می شود. روش پیشنهادی، در قالب یک مطالعه موردی، برای ارزیابی کیفیت خدمات سناریوهای حمل و نقل شهری در شهرکرد شامل اتوبوس، تاکسی گردشی و تاکسی خطی مورد استفاده قرار گرفته است، نتایج حاصل از مطالعه موردی نشان می دهد که در مجموع، تاکسی گردشی بالاترین سطح کیفیت خدمات را دارد و تاکسی خطی و اتوبوس در رتبه های بعد قرار دارند.
The SERVQUAL method is one of the most applied methods for assessment of service quality which have a hierarchical structure including a few main dimensions and a few items, which analyzes the distance between expectations and perceptions of received services for each of the items. On the other hand, the qualities of services are mental and concrete concepts which their indexes are determined in linguistic vocabulary with ambiguity. Therefore, in this paper a joint SERVQUAL and hierarchical TOPSIS method was assessed, and to deal with ambiguity of the data, the concepts of type-2 fuzzy sets were used. The proposed method for assessment the quality of services, the outline of urban transportation in Sharekurd including, bus, tour taxi and public taxi were used. The results showed that, altogether tour taxi has the highest level of service quality, and public taxi and bus were next respectively.
Abbaspour, A.(2013), Advanced Human Resources (Approaches, Processes and Functions). Tehran: Samt Publishers, (In Persian).
Althin, R., & Lars, B.(2005), Efficiency and Productivity of Employment Offices Employment: Evidence from Sweden. International Journal of Manpower, 26(2), 196-206.
Ansari, M. E., Ostadi, H., & Javeri, F.(2009), The Relationship between Organizational Health and Working Positive Attitudes in Isfahan Tax Affairs Head Offices. Iranian National Tax Administration, 17(6), (In Persian).
Ashley, C., & Oliver, J. D.(2010), Creative leaders. Journal of Advertising, 39(1), 115-130.
Baratimarani, H., Haghani, H., Mohammadi, R., Moradi, F., Rouhani, B., Torsaki, M., & Khodayari, R.(2012), The Relationship between Organizational Health and Performance Indicators of Health Care in Teaching Hospitals Affiliated to Tehran University of Medical Sciences: 2011. Journal of Health Administration, 14(46), 31-38, (In Persian).
Beiginia, A., Sardari, A., & Najarinezhad, H.(2010), The Effect of Cognitive Empowering Employees on Human Resources Productivity Reinforcing Factors. Journal of Public Administration Perspective,1(3), 79-102, (In Persian).
Bentler, P. M. & Chou, C.(1987), Practical Issues in Structural Equation Modeling. Sociological Methods and Research,16,78-117.
Bordbar, Gh. (2013), The Effective Factors on Labor Productivity with Multi-Criteria Decision Making Techniques, A Case Study: Personnel of Shahid Sadoghi Hospital in Yazd. Journal of Health Administration, 16(51), 70-83, (In Persian).
Cho, S., Woods, R. H., Jang, S. C., & Mehmet, E.(2006), Measuring the Tmpact of Human Resource Management Practices on Hospitality Firms' Performance. Hospitality Management, 25, 262-277.
Dejoy, R., & Wilson, G.(2007),Organizational Health Promotion: Broadening the Horizon of Workplace Health Promoting. Health: Facility Management UAS.
Ding, L., Velicer, W. F., & Harlow, L. L.(1995), Effects of Estimation Methods, Number of Indicators per Factors and Improper Solutions on Structural Equation Modeling Fir Indices. Structural Equation Modeling: A Multidisciplinary Journal, 2, 119-143.
Drazin, R., Glynn, M. A., & Kazanjian, R. K.(1999), Multilevel the Orizing About Creativity in Organizations: A Sensemaking Perspective. Academy of Management Review, 24(2), 286-307.
Eastaugh, S. R. (2002), Hospital Nurse Productivity. Journal of Health Care Finance, 29(1), 14-22.
Ekvall, G.(1996), Organizational Climate for Creativity and Innovation. European Journal of Work & Organizational Psychology, 5(1), 105-123.
EnShassi, A., Mohamed, Sh., Mayer, P., & Abed, K.(2007), Benchmarking Masonry Labor Productivity, International Journal of Productivity and Performance Management, 56,(4), 358-368.
Fletcher, W.(1990), The Management of Creativity. International Journal of Advertising, 9(1), 1-11.
Haghighatjoo, Z., & Naazem, F.(2007), Relationship between Managers` Creativity and Organizational Health with Employees Efficiency in Medical Sciences Universities of Iran. Health Information Management, 4(1), (In Persian).
Hall, L. M.(2003), Nursing Intellectual Capital: A Theoretical Approach for Analyzing Nursing Productivity. Nursing Economics, 21(1), 14-9.
Helmer F. T., & Suver, J. D.(2009), Pictures of Performance: The Key to Improved Nursing Productivity. Health Care Management Review, 13(4), 65-70.
Janice, T. S.(2000), Managing Organizational Health and Performance in Junior Colleges. International Journal of Educational Management, 14(2), 62-73.
Keller, S., & Price, C.(2011), Organizational Health: The Ultimate Competitive Advantage. McKinsey Quarterly, 1-13.
Korkmaz, M.(2007), The Effect of Leadership Style on Organizational Health. Educational Research Quarterly, 3, 22-54.
Lohlin, J. C.(1992), Latent Variables Models: An Introduction to Factor, Path and Structural Analysis. NJ: Lawrence Erlbaum associated.
Mc, N., & Smeet, D. K.(2001), Staff Nurse View of their Productivity and Non-Productivity. Health Care Management Review, 26(2), 7-19.
Miles, M. B.(1969), Planned Change and Organizational Health: Figure and Ground, Organizations and Human Behaviour, New York: McGraw-Hill.
Ozbiligin, M.(2005), Theory and Practice, International Human Resource Management. Dalagrave Macmlilan.
Politis, J. D.(2005), Dispersed Leadership Predictor of the Work Environment for Creativity and Productivity. Eur J Innov Manage.
Pooya, A., Eslami, G. H., &Tabatabaee, H.(2012), Typology of Insisting on Decisions in the Public Sector. Behbood Modiriat, 6(15), 31-55, (In Persian).
Quick, J. C., Macik-Frey, M., & Cooper, C. L.(2007), Managerial Dimensions of Organizational Health: the Healthy Leader at Work. Journal of Management Studies, 44(2), 189-205.
Rezaian, A., & Ghasemi, M.(2010), The Relationship between Diversity Management and Human Resources Productivity. Journal of Public Administration Perspective,1(4), 79-102, (In Persian).
Sagiv, L., Arieli, S., Goldenberg, J., & Goldschmidt, A.(2010), Structure and Freedom in Creativity: The Interplay between Externally Imposed Structure and Personal Cognitive Style. Journal of Organizational Behavior, 31, 1086-1110.
Sasser, S. L., & Koslow, S.(2008), Desperately Seeking Advertising Creativity. Journal of Advertising, 37(4), 5-19.
Sasser, S. L., Koslow, S., & Riordan, E.(2007), Creative and Interactive Media Use by Agencies: Engaging an IMC Media Palette for Implementing Advertising Campaigns. Journal of Advertising Research, 47(3), 237-256.
Savery, L. K.(1998), Management and Productivity Increases. Journal of Management Development, 17(1), 68-74.
Shalley, C. E., & Gilson, L. L.(2008), What Leaders Need to Know: A Review of Social and Contextual Factors that Can Foster or Hinder Creativity. Leadership Quarterly, 15, 33-53.
Shoaf, C., Genaidy. A., Karwowski, W., & Hung, S. H.(2010), Improving Performance and Quality of Working Life: A Model for Organizational Health Assessment in Emerging Enterprises., Human Factors and Ergonomics in Manufacturing. 14.
Snider, J. A.(2001), The Organizational Health of High School. Departmental effectiveness. PhD Thesis, New York: Jorna l university.
Stainer, A.(1997), Logistic-a Productivity and Performance Perspective. Suuly Chan Management an International Gournal, 2(4), 53-62.
Weinzimmer, L. G., Michel, E. J., & Franczak, J. L.(2011), Creativity and Firm-Level Performance: The Mediating Effects of Action Orientation. Journal of Managerial, 23(1), 62-82.
West, D. C., Kover, A. J., & Caruana, A.(2008), Practitioner and Customer Views of Advertising Creativity. Journal of Advertising, 37(4), 35-45.
Wysocki, A. F., Kepner, K. W.(2006), Management Beliefs That Tend to Reduce Association Motivation And Productivity. 1-2.
_||_Abbaspour, A.(2013), Advanced Human Resources (Approaches, Processes and Functions). Tehran: Samt Publishers, (In Persian).
Althin, R., & Lars, B.(2005), Efficiency and Productivity of Employment Offices Employment: Evidence from Sweden. International Journal of Manpower, 26(2), 196-206.
Ansari, M. E., Ostadi, H., & Javeri, F.(2009), The Relationship between Organizational Health and Working Positive Attitudes in Isfahan Tax Affairs Head Offices. Iranian National Tax Administration, 17(6), (In Persian).
Ashley, C., & Oliver, J. D.(2010), Creative leaders. Journal of Advertising, 39(1), 115-130.
Baratimarani, H., Haghani, H., Mohammadi, R., Moradi, F., Rouhani, B., Torsaki, M., & Khodayari, R.(2012), The Relationship between Organizational Health and Performance Indicators of Health Care in Teaching Hospitals Affiliated to Tehran University of Medical Sciences: 2011. Journal of Health Administration, 14(46), 31-38, (In Persian).
Beiginia, A., Sardari, A., & Najarinezhad, H.(2010), The Effect of Cognitive Empowering Employees on Human Resources Productivity Reinforcing Factors. Journal of Public Administration Perspective,1(3), 79-102, (In Persian).
Bentler, P. M. & Chou, C.(1987), Practical Issues in Structural Equation Modeling. Sociological Methods and Research,16,78-117.
Bordbar, Gh. (2013), The Effective Factors on Labor Productivity with Multi-Criteria Decision Making Techniques, A Case Study: Personnel of Shahid Sadoghi Hospital in Yazd. Journal of Health Administration, 16(51), 70-83, (In Persian).
Cho, S., Woods, R. H., Jang, S. C., & Mehmet, E.(2006), Measuring the Tmpact of Human Resource Management Practices on Hospitality Firms' Performance. Hospitality Management, 25, 262-277.
Dejoy, R., & Wilson, G.(2007),Organizational Health Promotion: Broadening the Horizon of Workplace Health Promoting. Health: Facility Management UAS.
Ding, L., Velicer, W. F., & Harlow, L. L.(1995), Effects of Estimation Methods, Number of Indicators per Factors and Improper Solutions on Structural Equation Modeling Fir Indices. Structural Equation Modeling: A Multidisciplinary Journal, 2, 119-143.
Drazin, R., Glynn, M. A., & Kazanjian, R. K.(1999), Multilevel the Orizing About Creativity in Organizations: A Sensemaking Perspective. Academy of Management Review, 24(2), 286-307.
Eastaugh, S. R. (2002), Hospital Nurse Productivity. Journal of Health Care Finance, 29(1), 14-22.
Ekvall, G.(1996), Organizational Climate for Creativity and Innovation. European Journal of Work & Organizational Psychology, 5(1), 105-123.
EnShassi, A., Mohamed, Sh., Mayer, P., & Abed, K.(2007), Benchmarking Masonry Labor Productivity, International Journal of Productivity and Performance Management, 56,(4), 358-368.
Fletcher, W.(1990), The Management of Creativity. International Journal of Advertising, 9(1), 1-11.
Haghighatjoo, Z., & Naazem, F.(2007), Relationship between Managers` Creativity and Organizational Health with Employees Efficiency in Medical Sciences Universities of Iran. Health Information Management, 4(1), (In Persian).
Hall, L. M.(2003), Nursing Intellectual Capital: A Theoretical Approach for Analyzing Nursing Productivity. Nursing Economics, 21(1), 14-9.
Helmer F. T., & Suver, J. D.(2009), Pictures of Performance: The Key to Improved Nursing Productivity. Health Care Management Review, 13(4), 65-70.
Janice, T. S.(2000), Managing Organizational Health and Performance in Junior Colleges. International Journal of Educational Management, 14(2), 62-73.
Keller, S., & Price, C.(2011), Organizational Health: The Ultimate Competitive Advantage. McKinsey Quarterly, 1-13.
Korkmaz, M.(2007), The Effect of Leadership Style on Organizational Health. Educational Research Quarterly, 3, 22-54.
Lohlin, J. C.(1992), Latent Variables Models: An Introduction to Factor, Path and Structural Analysis. NJ: Lawrence Erlbaum associated.
Mc, N., & Smeet, D. K.(2001), Staff Nurse View of their Productivity and Non-Productivity. Health Care Management Review, 26(2), 7-19.
Miles, M. B.(1969), Planned Change and Organizational Health: Figure and Ground, Organizations and Human Behaviour, New York: McGraw-Hill.
Ozbiligin, M.(2005), Theory and Practice, International Human Resource Management. Dalagrave Macmlilan.
Politis, J. D.(2005), Dispersed Leadership Predictor of the Work Environment for Creativity and Productivity. Eur J Innov Manage.
Pooya, A., Eslami, G. H., &Tabatabaee, H.(2012), Typology of Insisting on Decisions in the Public Sector. Behbood Modiriat, 6(15), 31-55, (In Persian).
Quick, J. C., Macik-Frey, M., & Cooper, C. L.(2007), Managerial Dimensions of Organizational Health: the Healthy Leader at Work. Journal of Management Studies, 44(2), 189-205.
Rezaian, A., & Ghasemi, M.(2010), The Relationship between Diversity Management and Human Resources Productivity. Journal of Public Administration Perspective,1(4), 79-102, (In Persian).
Sagiv, L., Arieli, S., Goldenberg, J., & Goldschmidt, A.(2010), Structure and Freedom in Creativity: The Interplay between Externally Imposed Structure and Personal Cognitive Style. Journal of Organizational Behavior, 31, 1086-1110.
Sasser, S. L., & Koslow, S.(2008), Desperately Seeking Advertising Creativity. Journal of Advertising, 37(4), 5-19.
Sasser, S. L., Koslow, S., & Riordan, E.(2007), Creative and Interactive Media Use by Agencies: Engaging an IMC Media Palette for Implementing Advertising Campaigns. Journal of Advertising Research, 47(3), 237-256.
Savery, L. K.(1998), Management and Productivity Increases. Journal of Management Development, 17(1), 68-74.
Shalley, C. E., & Gilson, L. L.(2008), What Leaders Need to Know: A Review of Social and Contextual Factors that Can Foster or Hinder Creativity. Leadership Quarterly, 15, 33-53.
Shoaf, C., Genaidy. A., Karwowski, W., & Hung, S. H.(2010), Improving Performance and Quality of Working Life: A Model for Organizational Health Assessment in Emerging Enterprises., Human Factors and Ergonomics in Manufacturing. 14.
Snider, J. A.(2001), The Organizational Health of High School. Departmental effectiveness. PhD Thesis, New York: Jorna l university.
Stainer, A.(1997), Logistic-a Productivity and Performance Perspective. Suuly Chan Management an International Gournal, 2(4), 53-62.
Weinzimmer, L. G., Michel, E. J., & Franczak, J. L.(2011), Creativity and Firm-Level Performance: The Mediating Effects of Action Orientation. Journal of Managerial, 23(1), 62-82.
West, D. C., Kover, A. J., & Caruana, A.(2008), Practitioner and Customer Views of Advertising Creativity. Journal of Advertising, 37(4), 35-45.
Wysocki, A. F., Kepner, K. W.(2006), Management Beliefs That Tend to Reduce Association Motivation And Productivity. 1-2.