Kamu hizmet işletmelerinde müşteri tatmini ve bir uygulama

Abstract

Bu tezin amacı müşteri tatmininin kamu hizmet işletmelerindeki ölçümü ve ortaya çıkan sonuçların hizmet planlamasında kullanılabilir hale getirilebilineceğini göstermektir. Çalışma, konuyla ilgili daha önce yapılmış incelemeleri ve teorik çalışmaları ile, Mart ve Nisan 1996 aylarında İstanbul'da yapılmış saha çalışmasının sonuçlarını içermektedir. Saha çalışmasında örnek işletme olarak ÎGDAŞ (İstanbul gaz Dağıtım Sanayi ve Ticaret Şirketi) ele alınmıştır. Bu çalışma giriş dahil beş bölümden oluşmaktadır. Giriş bölümünde konunun genel çerçevesi çizilmiş, konuyla ilgili problem tanımlanmış ve bu çalışmanın amacı, kapsamı ve önemi belirtilmiştir. İlk bölümde hizmet üretimi, hizmet pazarlamasının konuya altyapı oluşturacak şekilde bir çerçeve oluşturulmuş ve ikinci bölümde de müşteri tatmin konusu teorik olarak ele alınmıştır. Üçüncü bölüm olan ve bu çalışmasında örnek işletme olarak seçilen İGDAŞ ve bunun ana hizmet üretim kaynağı olan doğalgaz ve dağıtımı açıklanmış ve saha çalışmasına geçiş yapılmıştır. Dördüncü bölüm Mart ve Nisan 1996 aylarında İstanbul'da yapılan bireysel sistem doğalgaz kullanıcı grubu için 424 ve merkezi sistem doğalgaz kullanıcı grubu için 274 örnekle yapılan saha çalışmasını içermektedir. İlk önce saha çalışmasının hedef ve metolojisi gibi çerçevesi çizilmiştir. Bu bölümde doğalgaz, doğalgaza geçiş aşaması, İGDAŞ ve benzeri kamu hizmet işletmelerinin müşteri tatmin açısından karşılaştırılması ve İGDAŞ abone ilişkileri ele alınmıştır. Önce ayrı ayrı zümrelerden gelen bulgular serilmiş; bölümün sonunda ise bunlar birleştirilerek yorumlanmıştır. Bu çalışma göstermiştir ki, müşteri tatmini ölçümleri aynı rekabetin yoğun yaşandığı sektörlerdeki kadar net olmasa da yapılabilen ve hizmet planlamada çok önemli temel veri niteliği taşıyabilecek çalışmalardır. Kamuya hizmet veren bir kuruluşun direk kar amaçlı olmasa da genişleme ve iyi imaj gibi misyonları bulunuyorsa, o kuruluşta müşteri tatmin düzeyinin ölçülmesi, kontrol edilmesi ve yükseltilmesi bir zorunluluktur. Çalışmanın son bölümünde ayrıca elde edilen önemli sonuç ve öneriler sunulmuş ve bunların ÎGDAŞ açısından değerlendirilmesi yapılmıştır. Konuyla ilgili olarak daha ileri aşamada yapılabilecek çalışmalar belirtilmiştir.

The main theme of this study is measuring of customer satisfaction in public service companies and determining results to use them for the planning function of the company. The first two chapters of the study are about the service marketing and the importance of customer satisfaction. The theoretical framework result of the this chapter shows that measuring satisfaction would be useful in planning in any kind of companies. In the third chapter of the study, İGDAŞ (Istanbul Gas Distribution Company) - the sample company - is introduced specially with its customer service departments. In the other chapter is included the presentation of a field survey conducted in Istanbul in February and March 1996. The last chapter is reserved for the summary, conclusion and implications of the study. In this chapter, the findings are summarized, some conclusions are drawn and the implications of the study are given both from the academician's and practitioner's point of view. And the implications for further research are suggested at the end of the chapter. The first chapter of this study includes the presentation of services and service marketing. The main specialties of service are being nonhandled, can not be separated between producing and consuming, mostly heterogenous, weak and human oriented. Services can be separated as in general and matrix format. Matrix classification is more useful, because it also gives some strategically points for the companies in every part of the matrix. There are four factors of marketing mix that marketers generated,, such as product, price, place and promotion added with person, physical factors and process. Especially the personal factor has a great importance in customer satisfaction. This is because the person factor includes both the customers and the service staff of the company. The customer satisfaction is the function of similarity between the acceptations of the consumers and the perceiving profit of the service. If acceptation for service of the XV11 customers is equal or higher than the perceiving profit of the service, the customer satisfaction can be realized. A number of different factors can be effective to customer satisfaction in a company, but there are two factors which the marketing managers has no instruments to change. The receiving risk can be defined as comparing the service which customer obtain with other alternatives and the doubts when preferring this service. Word of mouth communication is an important information source which effects purchasing decision. The most important factors that effect customer satisfaction are listed as follows, but the factor, especially to be noted down is staff satisfaction. Staff satisfaction is a basic instrument in the process of the customer satisfaction. Interior service quality is the main effective factor in generating staff satisfaction. The ten factors are as follows which effects the level of customer satisfaction: Straightness, coverability, competence, reachability, interest, respect and affable, communication, reliability, confidence, flexibility and physical factors. In the study İGDAŞ (Istanbul Gas Distribution Company) is chosen as the sample company of the public service sector. İGDAŞ distributes natural gas to Istanbul. Distribution of the natural gas in İstanbul is a monopoly, but there are a number of alternative energies or fuels used in heating such as fuel oil and coal. Especially in the kitchen and hot water use, LPG (Liquid Petroleum Gas) is an alternative for natural gas. There are no natural gas sources in Turkey, so it is imported from Russia mostly. In Turkey, natural gas is mostly used in producing electricity. The customer service in İGDAŞ can be separated to two parts as residential and industrial use. This study is about the residential customer. Residential customer group can be separated into two parts as personal and central heating system users. Personal system users consist of residents. On the other hand central system users consist of the whole building. The aim of field study is to determine customer satisfaction level of İGDAŞ as a public service company and to ascertain what can be done for increasing customer satisfaction level. The goal is determining the roles of the subsatisfaction factors. In general satisfaction level and the position of İGDAŞ compared to similar public xvm service companies, more over to find out the contact reasons of the customers and the result of these contacts and in addition to define the situation of natural gas between alternatives fuels or energies. A multistepped research method is preferred the solution of the problem. Generally secondary data are used. On the other hand the theoretical data in this subject are not enough so that in the study it has become necessary to reach primal. The analyses of two different groups are made one by one, then two different groups are merged and presented at the end of the study. Having no direct competitor of İGDAŞ as a public service company is a barrier for measuring it's performance and finding it's customer satisfaction level. Because of this reason natural gas, as the main service product, is compared with similar fuels or energies and similar companies in the first part of findings chapter, natural gas is compared and located with alternative fuel or energies such as electricity, fuel oil, LPG, solar energy, coal and gasoline. Natural gas will be the most diffused fuel in the future although it is not used widely now. Electricity will be used widely as now in the future. Solar energy will also be widely used energy in the future, although is not now. LPG will not be used in the future as now. Especially in kitchen and hot water use, LPG is the direct competitor of natural gas and an important part of central and personal system users are preferring LPG. This situation means that İGDAŞ looses its markets segment in this field. After natural gas located, how the natural gas users preferred to use natural gas and their former oil and heating system are asked. As a finding, natural gas is a fuel that makes central system use make wider than personal system use. It is because an important part of former personal system user prefers central system use when they are being transferred to natural gas use. The sanctions of local governments are not effective in transference to natural gas use. Mostly all natural gas users preferred it themselves without any sanction. İGDAŞ is compared with similar public service distribution company as because it has no direct competitors. Firstly their level of knowledge that consumers have and general taste factors of these companies are searched. The finding about these kind of companies is a well known company has also higher satisfaction level. So that it is XIX necessary for a company to recognize itself to people for having high satisfaction. İGDAŞ is the leader company in well known and general taste level in the group of similar public service companies. The consumers have a lower level of knowledge about electricity distribution companies, because they gives services in local areas. 22 piece of subsatisfaction factors are determined for İGDAŞ. The effects of these subsatisfaction factors on the general taste and satisfaction is found one by one. The scores of importance which are told by the customers, the calculated importance level and the singular effects on general satisfaction is determined by some statistical analysis methods such as multiple regression and correlation's. Moreover because of the difficulties of interpretations of 22 different subsatisfaction factors, a factor analysis is applied for grouping these factors. The effects of the subsatisfaction factors on general satisfaction are determined and the precedence ranks of the subsatisfaction factors on general satisfaction are determined and precedence ranks of the subsatisfaction factors, which have to be developed are presented at the end of the study. The subsatisfaction factors which have high importance in general satisfaction and the position of İGDAŞ is better than other companies relatively, are listed as follows: the respect and interest of service staff in customers, to finish the procedures in a day, to be aquilable to customers in justice, the speed of the procedures, to have waiting and sitting places in offices, to reach to a component person easily and to finish the procedures in only one department. It is necessary for these factors to control the reached level continuously and to develop them on any occasion that would appear. The subsatisfaction factors which have high importance in general satisfaction and the position of İGDAŞ is not better than other companies relatively, are listed as follows: to make out invoice truly, to send the invoice in time, intelligible invoice components, reachable and many branches, sufficient number of cashier's offices in the branches, to follow technological developments. İGDAŞ has to develop these factors presedencely. The subsatisfaction factors which have not high importance in general satisfaction and the position of İGDAŞ is better than other companies relatively, are listed as follows: to have brochures in the offices, to answer the special service demands, to service also out of normal work hours and to give the name of the staff in telephone calls. İGDAŞ XX has not developed these factors precedencely, because İGDAŞ is relatively good in them. In these factors continuous controlling is sufficient for İGDAŞ. The subsatisfaction factors which have not high importance in general satisfaction and the position of İGDAŞ is not better than other companies relatively, are listed as follows: to have information departments in offices, to reach the staff who would be responsible to remove the problem in telephone call, automatic acquirement of invoices by the banks, to pay the invoices which its last payment day is passed, to banks alsoand modern appearance of the offices. İGDAŞ has to develop these factors unpresedencely but necessarily. These factors can also be grouped and interpreted easily. A factor analysis is applied to the subsatisfaction factors. Four main factors in personal system user and five in central system users are found out. The main factor called 'time' has the most and private importance especially in central system user. The other four main factors are similar with both central and personal system users. These are invoice, procedure, office and telephone. After replacement of the situation of İGDAŞ with similar public service companies in subsatisfaction factors and finally general satisfaction level in detail, the connections between İGDAŞ and its customer are showed as a complementary study. Customers are generally contacts with this kind of companies when there is a problem. This part of the study shows that the reasons and ways of connections, problem removing time, the level of the satisfaction after connection. In addition a total services quality according to cost of this service is presented comparatively. Most of the natural gas users prefers telephone when they want to contact with İGDAŞ on the other hand voiced answer system is not used widely and not preferred because of its continuously and being not well promoted system by İGDAŞ. The two of three of the contacts can be removed by the talking answer system, so two of three of the contacts are creating unnecessary density in offices and telephone calls. The most important contact reasons are taking general information, announcing failure and four reasons about invoice such as learning consumption and debt, not or late reaching of invoice and making invoice disapproval. XXI Most of the problems are removed in one day, but not having high rate answering of this question shows that there is not a standard problem removing time. İGDAŞ has a good level of pleasure in removing problems. The customers who are pleased or high pleased are more than the half of all customers. The customers who not pleasured or low pleased are approximately one often of whole customers. At the end of the field study, the cost which customers pay to the service, compared with the total quality of service. The price factor is an important component of customer satisfaction as explained in theoretical framework. In this point of view İGDAŞ is the company which products services the same quality relatively cheaper then the similar public service companies. The findings that appeared both within the theoretical framework and the field study show that it is a necessity to measure the level of customer satisfaction in also public service companies like the private sector companies and the dates of the measuring satisfaction should be used in strategical planning and service developing.