دانلود مقاله ISI انگلیسی شماره 2449
ترجمه فارسی عنوان مقاله

ایجاد استراتژی بازاریابی برای شرکت های دولتی در برابر شرکت های خصوصی بر اساس دیدگاه های رضایت مشتری و کیفیت خدمات

عنوان انگلیسی
Building marketing strategies for state-owned enterprises against private ones based on the perspectives of customer satisfaction and service quality
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
2449 2006 13 صفحه PDF
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Retailing and Consumer Services, Volume 13, Issue 1, January 2006, Pages 1–13

ترجمه کلمات کلیدی
شرکت های دولتی - تجزیه و تحلیل عملکرد - همزمان اهمیت - ادراک کیفیت خدمات - کیفیت درک شده محصول - ادراک عدالت قیمت - رضایت مشتری -
کلمات کلیدی انگلیسی
State-owned enterprises,Simultaneous importance-performance analysis, Perceived service quality,Perceived product quality,Perceived price fairness, Customer satisfaction,
پیش نمایش مقاله
پیش نمایش مقاله  ایجاد استراتژی بازاریابی برای شرکت های دولتی در برابر شرکت های خصوصی بر اساس دیدگاه های رضایت مشتری و کیفیت خدمات

چکیده انگلیسی

In the process of deregulation and privatization, profit-seeking state-owned as well as private enterprises typically compete directly in the same market. This paper employed two data sets, namely those from the banking and gas station industries in Taiwan, to fulfill two objectives. The first is to evaluate the effectiveness of state-owned enterprises as measured by service quality and customer satisfaction. The second objective is to develop the key marketing strategies for these state-owned enterprises according to simultaneous importance-performance analysis. The results show that customers’ overall satisfaction with state-owned enterprises is much lower than that with private competitors, a fact mainly attributed to the formers’ poor service quality. Marketing strategies for state-owned enterprises should concentrate on employee-related service quality attributes. In the short-run, ability-related attributes can be improved through effective standardized operating procedures, employee training and sufficient manpower. In the long run, attitude-related attributes can be transformed through a customer-oriented culture.