بهينه‌سازي كيفيت خدمات با تركيبي از مدل‌هاي سروكوال، گسترش عملكرد كيفي و برنامه‌ريزي آرماني

Optimization of service quality using Hybrid SERVQUAL, QFD and Goal Programming

امروزه سازمان‌هاي خدماتي دريافته‌اند كه يكي از مهم‌ترين رموز ماندگاري آنها در بازار رقابت، توجه به مشتريان است. يكي از روش‌هاي مطرح و رايج اندازه‌گيري رضايت مشتري از كيفيت خدمات «مدل سروكوال» است. با توجه به اين كه سازمان‌ها نيز براي تحقق خواسته‌هاي مشتريان محدوديت‌هايي دارند، بايد به دنبال روش‌هايي بود كه بين اين خواسته‌ها و محدوديت‌هاي سازمان خدماتي ارتباط برقرار كند. يكي از روش‌هاي تامين خواسته‌هاي مشتريان مدل گسترش عملكرد كيفي است، اما با توجه به اين كه اين روش راه حل بهينه‌يي ارايه نمي‌دهد، به نظر مي‌رسد كه تلفيق تكنيك‌هاي برنامه‌ريزي رياضي با روش گسترش عملكرد كيفي در اين زمينه، موثر واقع ‌شود. هدف از اين تحقيق، شناسايي خواسته‌هاي مشتريان، مطابق با سروكوال و يافتن راه حل بهينه با استفاده از روش گسترش عملكرد كيفي و برنامه‌ريزي آرماني است.

Nowadays, Service organizations have found that the most important secret of their survival in their competitive market is attention to the customers and meet their wants.The Servqual method is a major and current methods of measuring customer satisfaction of service quality. As service providers have their own limitations to meet the customersʹ needs, they should be looking for some ways in which communicate between the limitations of service providers company and the customerʹs demands. One of the most powerful ways to meet customersʹ requirements is Quality Function Development (QFD), but this method does not provide optimal solution to select service qualitative characteristic so It would seem that compilation the mathematical programming techniques with QFD is effective in this context.The purpose of this study is to identify the customersʹ demands according to SERVQUAL model and to find the optimal solution by use of QFD and zero-one goal programming. The objective function includes: maximize the relationship between service quality characteristics and customersʹ demands, minimizing the cost of service quality characteristics, maximize the extensibility and creation potential of Service and This limits includes: the limitation of overall priorities of the service quality characteristics, limitation of resources allocated by the agency and limitations are extensibility and creation potential of Service quality. The population in this study consisted of all clients is Geno Kish Travel Agency in Bandar Abbass. 135 of them were selected and questionnaires to assess the performance of quality of service and its importance and then check the qualitative characteristics and assemble QFD house. Lastly, the issue has been modeling and is solved by zero-one goal programming. According to the obtained result from this model to improve the quality of service determined that by use of the cost of 150 million riyals, 17 service quality characteristics considered for improving the quality of agency, and seven quality characteristics Due to the quality constraints are not appropriate.