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شناسایی شکاف بین انتظارات و ادراکات مشتریان نسبت به ابعاد کیفیت خدمات فروش در شرکتهای مبلمان چوبی منزل | ||
| تحقیقات علوم چوب و کاغذ ایران | ||
| مقاله 4، دوره 41، شماره 1 - شماره پیاپی 94، فروردین 1405، صفحه 15-31 اصل مقاله (795.6 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22092/ijwpr.2025.370770.1815 | ||
| نویسندگان | ||
| سعیید حسینی نصر1؛ آژنگ تاج دینی* 2؛ شادمان پورموسی2 | ||
| 1دانشآموخته کارشناسی ارشد، گروه علوم و صنایع چوب و کاغذ، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران | ||
| 2دانشیار، گروه علوم و صنایع چوب و کاغذ، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران | ||
| چکیده | ||
| سابقه و هدف: کیفیت خدمات را میتوان بهعنوان تفاوت بین انتظارات مشتری پیش از دریافت خدمت از عملکرد مورد انتظار و ادراکات او از خدمت دریافتی تعریف کرد. در شرکتهای مبلمان چوبی، کیفیت خدمات فروش میتواند موجب افزایش رضایت مشتریان شده و به ایجاد رابطه طولانیمدت با آنها کمک میکند. براین اساس، هدف پژوهش حاضر، سنجش سطح کیفیت خدمات ارائهشده در شرکتهای مبلمان چوبی منزل از طریق تحلیل شکاف بین انتظارات و ادراکات مشتریان است. مواد و روشها: در این پژوهش رضایت مراجعهکنندگان از کیفیت خدمات در پنج بعد قابلیت اعتماد، پاسخگویی، اطمیناندهی، همدلی و عوامل ملموس(فیزیکی) مورد سنجش قرار گرفت. ابزار اصلی جمعآوری دادههای میدانی پژوهش، پرسشنامه استاندارد تغییریافته سروکوال (SERVQUAL) است که بر پایه پیشینه پژوهش و مطالعات مقدماتی پژوهشگران با شرایط و مقتضیات خدمات فروش تنظیم شده است. پرسشنامه تحقیق در سه بخش ارائه گردید، بخش اول مربوط به ویژگیهای جمعیت شناختی پاسخدهندگان، بخش دوم شامل 22 سؤال در خصوص وضعیت مطلوب (انتظارات) مشتریان از کیفیت خدمات فروش و بخش سوم شامل همان تعداد سؤال دربارهی وضعیت موجود (ادراکات) بود. گویهها با طیف پنج گزینهای لیکرت (از «کاملاً مخالفم» تا «کاملاً موافقم») نمرهگذاری شدند. برای بررسی روایی محتوایی ازنظر خبرگان و برای پایایی از ضریب آلفای کرونباخ استفاده گردید. جامعه آماری پژوهش شامل تمامی مراجعهکنندگان به فروشگاههای عرضهکننده مبلمان چوبی منزل در شهر تهران بود. با توجه به نامحدود بودن جامعه آماری، حجم نمونه با استفاده از جدول مورگان 386 نفر تعیین شد. برای تحلیل دادهها از آمار توصیفی (میانگین، انحراف معیار و توزیع فراوانی) و برای آزمون فرضیهها از آزمون ویلکاکسون (برای مقایسهی ادراکات و انتظارات) و آزمون فریدمن (برای رتبهبندی ابعاد کیفیت خدمات از دیدگاه مشتریان) در نرمافزار SPSS استفاده شد. نتایج: نتایج نشان داد که در شرکتهای مبلمان چوبی منزل، درتمامی پنج بعد مدل سروکوال، انتظارات مشتریان بالاتر از ادراکات آنان بوده است. مقایسهی میانگینهای انتظارات و ادراکات بیانگر شکاف قابلتوجه در کیفیت خدمات فروش است؛ بهگونهای که بیشترین شکاف مربوط به بعد پاسخگویی است (27/1-) و کمترین شکاف مربوط به قابلیت اعتماد بود (13/1-). نتایج آزمون ویلکاکسون نشان داد شکاف بین انتظارات و ادراکات مراجعهکنندگان درتمامی ابعاد و در سطح اطمینان 99 درصد معنادار (p<0.01) است. این شکاف منفی بیانگر آن است که انتظارات افراد فراتر از ادراکات آنان است. همچنین بر اساس آزمون فریدمن، در رتبهبندی ابعاد از دیدگاه پاسخدهندگان، بعد عوامل فیزیکی بالاترین رتبه و همدلی پایینترین رتبه را به خود اختصاص داد. به این معنا که هرچه میانگین رتبه کمتر است، شکاف بین انتظارات و ادراکات بیشتر است. نتیجهگیری: در فرآیند خرید مبلمان چوبی، ادراک مشتریان از ظاهر فیزیکی مبلمان خریداری شده، آراستگی کارکنان، نحوه ارتباط با مشتری، مدرن بودن امکانات و چیدمان محیط فروش، با انتظارات آنها فاصله معناداری دارد. توانایی برقراری ارتباط مؤثر با مشتری، حساسیت نسبت به نیازهای او و برخورداری کارکنان از شایستگیهای حرفهای در ارائهی خدمات، از عوامل کلیدی مؤثر بر رضایت مشتریان محسوب میشود. با توجه به افزایش رقابت در بازار داخلی و صادراتی مبلمان چوبی، توجه به کیفیت خدمات فروش بهعنوان یک ابزار استراتژیک برای حفظ مشتریان و افزایش وفاداری آنان، ضروری است. | ||
| کلیدواژهها | ||
| کیفیت خدمات؛ ادراکات؛ انتظارات؛ تحلیل شکاف؛ مدل سروکوال؛ مبلمان چوبی منزل | ||
| عنوان مقاله [English] | ||
| Identifying the gaps between customers' expectations and perceptions of sales service quality dimensions in wooden home furniture companies | ||
| نویسندگان [English] | ||
| Saeed Hosseininasr1؛ Ajang Tajdini2؛ Shademan Pourmousa2 | ||
| 1Ms.C Graduate, Department of Wood and Paper Science and Technology, Ka. C., Islamic Azad University, Karaj, Iran | ||
| 2Associate Prof., Department of Wood and Paper Science and Technology, Ka. C., Islamic Azad University, Karaj, Iran | ||
| چکیده [English] | ||
| Background and Objectives: Service quality is commonly defined as the difference between a customer's expectations before receiving a service and their perceptions of the service received. In wooden furniture companies; the quality of sales services enhances customer satisfaction and helps foster long-term relationships. Accordingly, this study aimed to measure the quality of sales services provided by home wooden furniture companies by analyzing the gap between customers’ expectations and perceptions. Methodology: Customer satisfaction with service quality was measured across five dimensions: reliability, responsiveness, assurance, empathy, and tangibles. The main data collection tool was a modified SERVQUAL questionnaire, adapted to the context of wooden furniture sales services based on previous studies and research conditions. The research questionnaire was presented in three sections. The first section related to the demographic characteristics of the respondents. The second section of the questionnaire included 22 questions about the desired status (expectations) of customers regarding the quality of sales services, and the third section included the same number of questions about the current status (perceptions) of the respondents. The questions were scored using a five-point Likert scale. To examine the questionnaire’s validity and reliability, content validity methods and Cronbach’s alpha coefficient were employed. The statistical population of this study consisted of all customers visiting retail stores selling wooden home furniture in the city of Tehran. As the population was effectively infinite, a sample size of 386 respondents was determined. In this research, descriptive statistics—including frequency distribution, mean, and standard deviation—were used to describe the study variables. For hypothesis testing, the Wilcoxon test was used, and to rank the service quality dimensions from the customers’ perspective, the Friedman test was employed using SPSS software. Results: The results indicated that in home wooden furniture companies, customer expectations exceeded their perceptions in the all five dimensions of the SERVQUAL scale. The examination of the mean expectations and perceptions for each dimension of the SERVQUAL scale indicates a large gap in the sales services provided; such that the largest gap between customers’ perceptions and expectations in home wooden furniture companies relates to the responsiveness dimension (-1.27), and the smallest gap belongs to reliability (-1.13). The results of the Wilcoxon test for sales service quality and each of its dimensions showed that the gap between customers’ expectations and perceptions in home wooden furniture companies is significant at the 99% confidence level. It should be noted that this gap is negative, meaning that individuals’ expectations exceed their perceptions. The results of the Friedman test, regarding the prioritization of gaps across the dimensions from respondents’ viewpoints showed that empathy received the highest rank and physical factors the lowest. A lower mean rank indicated a larger gap between perceptions and expectations. Conclusion: In purchasing a variety of wooden furniture products, customers’ perceptions of the physical appearance of the purchased furniture, the neatness of sales and service staff and their methods of communication with customers, and the modernity and proper arrangement of company facilities in accordance with the type of services offered all fell short of their expectations. In the reliability dimension, the smallest gap between customer expectations and perceptions was found in the quality of sales services. In the direct showrooms of wooden furniture manufacturers, the ability to communicate with customers, sensitivity to customer needs, and the staff’s competencies to provide services affect customer satisfaction. Today, increased competition in the export market for diverse wooden furniture products has prompted many companies to consider service quality- including sales services- as a strategic tool in their operations. | ||
| کلیدواژهها [English] | ||
| Service Quality, Perceptions, Expectations, Gap Analyze, SERVQUAL Model, Home Wooden furniture | ||
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