An application of integrating SERVQUAL and Kano's model into QFD for logistics services:A case study from Turkey

BAKİ B., Sahin Basfirinci C., AR İ. M., Çilingir Ük Z.

Asia Pacific Journal of Marketing and Logistics, vol.21, no.1, pp.106-126, 2009 (Scopus) identifier

  • Publication Type: Article / Article
  • Volume: 21 Issue: 1
  • Publication Date: 2009
  • Doi Number: 10.1108/13555850910926272
  • Journal Name: Asia Pacific Journal of Marketing and Logistics
  • Journal Indexes: Scopus
  • Page Numbers: pp.106-126
  • Keywords: Logistics data processing, Modelling, Quality function deployment, Service quality assurance, SERVQUAL, Turkey
  • Ondokuz Mayıs University Affiliated: No


Purpose – This paper seeks to provide new solutions to cargo companies’ service quality efforts by integrating different scientific methodologies. Design/methodology/approach – Strengths and weaknesses of logistics services of a well known cargo company in Turkey are defined by using a service quality scale (SERVQUAL), service quality attributes are categorized using the Kano model in order to see how well these attributes are able to satisfy customer needs, and findings are transferred to quality function deployment (QFD). Findings – The findings of the Kano model show that ten of the 27 service quality attributes can be categorized as “attractive”, implying the maximum effect on consumer satisfaction. Through the customer priority level of QFD, the three most important service quality attributes are found to be: VIP Service, informing customers about delivery time before sending, and taking deliveries from customers’ addresses. Also, strengthening information technology infrastructure is the most important technical requirement to focus with the highest technical importance level. Research limitations/implications – The study involves only one cargo company, it concerns just Trabzon city center branch offices and its sample includes only individual customers instead of individual and institutional customers together. Practical implications – Offering a case study, the paper presents a guide for cargo companies to employ different scientific methodologies in their service quality development efforts. Originality/value – Intending to offer scientific approaches to cargo companies as a tool of development in their practical procedures, the paper tries to bridge the current gap between academicians and practitioners and adds to the relatively limited theoretical literature. © 2009, Emerald Group Publishing Limited