20.500.12556/DKUM-14122 Uporaba koncepta mehke logike pri presoji kakovosti storitev : magistrska naloga Application of fuzzy logic in measuring service quality 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. 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. kakovost storitev mehka logika trikotna mehka števila SERVQUAL management kakovosti service quality fuzzy logic marketing SERVQUAL triangular fuzzy number quality management true true false [T. Avžner] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2010-05-27 10:35:43 2010-05-27 10:35:43 2022-04-12 11:45:25 2023-12-17 03:26:56 2009 0 Celje 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.562(043.2) 512206141 URN:SI:UM:DK:C0TNASZA RAZ_Avzner_Toni_i2009.pdf RAZ_Avzner_Toni_i2009.pdf 1 7A20CC213A6FAE5CBDFBEA00780FE905 e2d943206d126363c1f922eaa7fbf16234eda3e37274a79e9966746478362bdb 1425f7b7-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/982e3c8c-2304-4be3-8748-8d88f5e10970 https://dk.um.si/Dokument.php?lang=slv&id=14834 Fakulteta za logistiko 0 0 0