مجله علوم و فنون دریایی

مجله علوم و فنون دریایی

بررسی تأثیر کیفیت خدمات و عملیات بندری در جذب مشتریان از دیدگاه بندر

نوع مقاله : مقاله پژوهشی

نویسندگان
گروه حمل و نقل دریایی، دانشکده مهندسی دریا، دانشگاه دریانوردی و علوم دریایی چابهار، چابهار، ایران.
چکیده
این پژوهش با هدف بررسی تأثیر کیفیت خدمات و عملیات بندری بر جذب مشتریان از دیدگاه بندر در بندر شهید بهشتی چابهار انجام شده است. در این مطالعه از رویکرد توصیفی-پیمایشی و فلسفه تفسیرگرایانه، از روش کمی و مقطعی استفاده شده است. جامعه آماری شامل 70 نفر از کارکنان اداره کل بنادر و دریانوردی سیستان و بلوچستان هستند که با روش نمونه‌گیری تصادفی ساده و جدول مورگان، 60 نفر به عنوان نمونه انتخاب شدند. داده‌ها با استفاده از پرسشنامه‌های استاندارد سروکوال (22 سؤال، 5 بعد: عوامل محسوس، قابلیت اعتماد، پاسخگویی، اطمینان‌دهی، همدلی) و گیب (14 سؤال، 3 مؤلفه: جذب و حفظ مشتری، زیرساختاری، مشتری‌گرایی) جمع‌آوری شدند. روایی پرسشنامه‌ها از طریق روایی محتوا و پایایی با آلفای کرونباخ تأیید شد. تحلیل داده‌ها با نرم‌افزار SPSS و آزمون‌های کولموگروف-اسمیرنوف، t جفت نمونه‌ای، همبستگی پیرسون و رگرسیون خطی انجام شد. نتایج نشان داد که قابلیت اعتماد بیشترین تأثیر را بر جذب مشتریان دارد. عوامل محسوس با شکاف منفی 7/0، نیاز به بهبود زیرساخت‌ها را نشان داد. سایر ابعاد (پاسخگویی، اطمینان‌دهی، همدلی) تأثیر مثبت اما غیرمعنادار داشتند. تحلیل واریانس تأیید کرد که تمامی ابعاد کیفیت خدمات بر جذب مشتری تأثیر دارند. تحلیل رگرسیون تأثیر هر یک از ابعاد کیفیت خدمات بر متغیر وابسته، یعنی ‌جذب مشتری‌، به صورت جداگانه و ترکیبی بررسی شده است. نتایج نشان می‌دهد که بعد قابلیت اعتماد به طور معناداری بر جذب مشتری تأثیر مثبت دارد. سایر ابعاد مانند عوامل محسوس، پاسخگویی، اطمینان‌دهی و همدلی تأثیر مثبتی بر جذب مشتری دارند اما به لحاظ آماری معنادار نیستند. این نتیجه نشان می‌دهد که در اولویت‌بندی بهبود کیفیت خدمات، قابلیت اعتماد از اهمیت بیشتری برخوردار است و می‌توان تمرکز بیشتری بر بهبود این بعد داشت.
کلیدواژه‌ها
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