ارائه یک مدل براساس نقشه شناختی فازی جهت تحلیل عوامل اثرگذار بر رضایت مشتری ترمینال کانتینری ( مورد مطالعه: اداره کل بنادر و دریانوردی استان بوشهر)

نوع مقاله : مدیریت استراتژیک (برنامه­‌ها، تحلیل‌های استراتژیکی تولید، استراتژی‌های بازاریابی و مدیریت بازار، کسب­وکار، سرمایه گذاری، منابع انسانی، مالی، رقابت، . . . )

نویسندگان

1 دانشجوی کارشناسی ارشد مدیریت صنعتی، ادبیات و علوم انسانی، خلیج فارس، بوشهر، ایران

2 دانشگاه خلیج فارس بوشهر /مدیرگروه مدیریت صنعتی

چکیده

وضعیت کنونی اقتصاد کشور، رشد روزافزون ترمینال­های کانتینری و بازار رقابتی این صنعت، مدیران ترمینال کانتینری را ملزم به حفظ مشتریان کنونی و جذب مشتریان جدید در راستای حفظ منافع سازمان می­نماید.  ازآنجایی­که رضایت مشتریان ترمینال­های کانتینری تحت تأثیر شاخص­های متنوع و درهم­تنیده می­باشد، پژوهش حاضر برای تعیین و تشخیص میزان ارتباط بین شاخص­های رضایت مشتری از نقشه­شناختی­فازی استفاده­نموده­است. درهمین­راستا، این پژوهش از طریق مطالعه کتابخانه­ای به شناسایی شاخص­های مرتبط با رضایت مشتریان ترمینال کانتینری پرداخته و سپس میزان نفوذ هریک از شاخص­ها بر یکدیگر را با استفاده از نظر متخصصان ترمینال کانتینری استان بوشهر، تعیین­نموده­است. درادامه، ماتریس به­دست­آمده در نرم­افزار Fcmapper اجرا و نقشه­شناختی­فازی ترسیم گردید. به­ترتیب، عملکرد اپراتور، سرعت عملیات تخلیه­وبارگیری و کیفیت خدمات سه شاخص مهم ازنظر محوریت شناسایی شدند که مدیران هنگام سیاست­گذاری بایستی به این شاخص­ها توجه ویژه نمایند.پژوهش حاضر، به مدیران ترمینال کانتینری استان بوشهر این امکان را می­دهد تا با استفاده از شاخص­های محوری و شناسایی خوشه­های مؤثر در نقشه شناختی فازی، سیاست مناسب را در جهت افزایش رضایت مشتری اعمال نمایند. برهمین­اساس دو خوشه­ی مهم در جهت افزایش رضایت مشتریان، شناسایی و به مدیران پیشنهاد گردید تا درجهت افزایش شایستگی کارکنان، استفاده از تجهیزات مدرن و نظارت برحمل بار، بیشتر تلاش نمایند.

کلیدواژه‌ها

عنوان مقاله [English]

Presentation of a Model based on Fuzzy Cognitive Map for Analyzing the Factors Affecting the Customer Satisfaction of the Container Terminal (Case Study: Bushehr Province Department of Ports and Mnitime organization)

نویسندگان [English]

  • fatemeh khajeh 1
  • Hamid Shahbandarzadeh 2
1 Master's Degree in Industrial Management, Literature and Humanities, Persian Gulf, Bushehr, Iran
2 Chief of Department of Industrial Management/ Persian Gulf university
چکیده [English]

The current economic situation of the country, the growth of container terminals and the competitive market of this industry, obliges container terminal managers to keep their current customers and absorb new customers to save the interests of the organization. Since the customer satisfaction of container terminals has complex and various factors, the present study is determined and identified the degree of influence among factors of customer satisfaction with fuzzy cognitive map (FCM). This study are Identified the factors related to customer satisfaction of the container terminal through studying the library and interviewing experts and then the degree of influence of each factors on each other by using the interview with experts of container terminal in bushehr province are determined. Then the matrix obtained in Fcmapper software and the fuzzy cognitive map is drawn. Three important indicators are centrality identified in terms of operator performance, speed of unloading and loading operations, and service quality, respectively, such that managers will pay special attention to these indicators when policy are taken.
The present research is enabled the container terminal managers of bushehr province to using centralized indexes and identifying effective clusters in the fuzzy cognitive map to apply appropriate policies to increase customer satisfaction. According to this, two important clusters are recognized and suggested to management in order to increase customer satisfaction.Also, using of modern equipment and supervising cargo handling is useful to increase the competence of the staff.

کلیدواژه‌ها [English]

  • Container Terminal Interests
  • Customer Satisfaction
  • Fuzzy Cognitive Map
  • Graph theory
  • Neural Network

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پژوهشنامه مدیریت اجرایی
دوره 10، شماره 19
شهریور 1397
صفحه 147-170

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سابقه مقاله

  • تاریخ دریافت: 23 آذر 1397
  • تاریخ بازنگری: 01 بهمن 1397
  • تاریخ پذیرش: 28 بهمن 1397

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