Ishik University, Sulaimani, Iraq
Abstract:This study aims to evaluate the comparative advantages of each GSM firm toward one another via applying benchmarking methods. To do this, a survey questionnaire has been conducted on 514 GSM service users in Kurdistan Region of Iraq. Collected data has been analyzed proposing analytic hierarchy process and VIKOR method. Based on the evaluations of the GSM service users, better and worse performing firms have been identified based on each criterion. Finally, minimum utility regret providing firm has been determined. Finally, strategic suggestions have been given to the firms according to the analysis results. The benchmarking can be used by the different policy influencing and making agencies to develop future policies for the improvement. The industry can also use the benchmarking for its peer performance improvement.
Keywords: Benchmarking, Service Quality, AHP, VIKOR, Strategic Management
Download the PDF Document from here.
Aydin, S., & Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of marketing, 39(7/8), 910-925.
Al-Harbi, K. M. A. S. (2001). Application of the AHP in project management. International Journal of Project Management, 19(1), 19-27.
Bolton, R. N. (1998). A dynamic model of the duration of the customer’s relationship with a continuous service provider: The role of satisfaction. Marketing Science, 17(1), 45-65.
Bhutta, K. S., & Huq, F. (1999). Benchmarking–best practices: An integrated approach. Benchmarking: An International Journal, 6(3), 254-268.
Burmaoglu, S., & Kazancoglu, Y. (2012). E-government website evaluation with hybrid MCDM method in fuzzy environment. International Journal of Applied Decision Sciences, 5(2), 163-181.
Carman, J. M. (1990). Consumer perceptions of service quality: An assessment of T. Journal of Retailing, 66(1), 33.
Chen, J. K., & Chen, I. S. (2010). Aviatic innovation system construction using a hybrid fuzzy MCDM model. Expert Systems with Applications, 37(12), 8387-8394.
De Brujin, Hans, Ruben V. De Joode., & Haiko V. Der Voort (2004). Potentials and Risks of Benchmarking. Journal of Environmental Assessment Policy and Management, 6(3), 289–309.
De Moortel, K., & Crispeels, T. (2018). International university-university technology transfer: Strategic management framework. Technological Forecasting and Social Change.
Dincer, H., & Hacioglu, U. (2013). Performance evaluation with fuzzy VIKOR and AHP method based on customer satisfaction in Turkish banking sector. Kybernetes, 42(7), 1072-1085.
Du, J., & Chen, Z. (2018). Applying Organizational Ambidexterity in strategic management under a “VUCA” environment: Evidence from high tech companies in China. International Journal of Innovation Studies, 2(1), 42-52.
Görener, A., Toker, K., & Ulucay, K. (2012). Application of combined SWOT and AHP: A case study for a manufacturing firm. Procedia-Social and Behavioral Sciences, 58, 1525-1534.
Ginter P.M., Swayne L.E., & Duncan W.J. (2002). Strategic management of healthcare organizations. 4th edition. Jossey Bass, San Francisco, CA.
Hemmington, N., Kim, P. B., & Wang, C. (2018). Benchmarking hotel service quality using two-dimensional importance-performance benchmark vectors (IPBV). Journal of Service Theory and Practice, 28(1), 2-25.
Izogo, E. E. (2017). Customer loyalty in telecom service sector: The role of service quality and customer commitment. The TQM Journal, 29(1), 19-36.
Jasper, M., & Crossan, F. (2012). What is strategic management? Journal of Nursing Management, 20(7), 838-846.
Johnson G., Scholes K., & Whittington R. (2008). Exploring corporate strategy. London: Prentice Hall.
Johnson, W. C., & Sirikit, A. (2002). Service quality in the Thai telecommunication industry: a tool for achieving a sustainable competitive advantage. Management Decision, 40(7), 693-701.
Jost, H. (2003). Benchmarking GSM voice quality Denmark operators. Center for Tele-Information[interaktyvus], 20.
Kannan, V. (2010). Benchmarking the service quality of ocean container carriers using AHP. Benchmarking: An International Journal, 17(5), 637-656.
Kim, M. K., Park, M. C., & Jeong, D. H. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunications Policy, 28(2), 145-159.
Lai, T. L. (2004). Service quality and perceived value’s impact on satisfaction, intention and usage of short message service (SMS). Information Systems Frontiers, 6(4), 353-368.
Lee, J., Lee, J., & Feick, L. (2001). The impact of switching costs on the customer satisfaction-loyalty link: mobile phone service in France. Journal of Services Marketing, 15(1), 35-48.
Lee, H., & Kim, C. (2014). Benchmarking of service quality with data envelopment analysis. Expert Systems with Applications, 41(8), 3761-3768.
Liang, Y. (2005). An Essential Management Tool Benchmarking has helped corporations and can help parks and recreation in the same way. Parks and Recreation-West Virginia, 40(12), 22.
Lin, C. (2005). Service quality and prospects for benchmarking: evidence from the Peru water sector. Utilities Policy, 13(3), 230-239.
Negi, R., & Ketema, E. (2013). Customer-perceived relationship quality and satisfaction: A case of Ethiopian Telecommunication Corporation. African Journal of Economic and Management Studies, 4(1), 109-121.
Nigam, V., Thakur, T., Sethi, V. K., & Singh, R. P. (2012). Benchmarking of Indian mobile telecom operators using DEA with sensitivity analysis. Benchmarking: An International Journal, 19(2), 219-238.
Min, H., & Min, H. (2015). Benchmarking the service quality of airlines in the United States: an exploratory analysis. Benchmarking: An International Journal, 22(5), 734-751.
Mitra Debnath, R., & Shankar, R. (2008). Benchmarking telecommunication service in India: an application of data envelopment analysis. Benchmarking: An International Journal, 15(5), 584-598.
Opricovic, S., & Tzeng, G. H. (2004). Compromise solution by MCDM methods: A comparative analysis of VIKOR and TOPSIS. European Journal of Operational Research, 156(2), 445-455.
Opricović, S. (1998). VIKOR method. Multicriteria optimization of civil engineering systems. University of Belgrade-Faculty of Civil Engineering, Belgrade, 142-175.
Özmen, Ö., Demir, A., & Celepli, M. (2013). An Analysis of Iraq’s Pre-import Inspection, Testing & Certification Program: A’WOT Analysis. Procedia-Social and Behavioral Sciences, 99, 85-93.
Parnell, J.A. (2014). Strategic management: Theory and practice. 4th ed. SAGE Publications, Inc., California.
Porter, M. E. (1980). Competitive strategy. New York: The Free Press.
Prasnikar, J., Ziga, D., & Ahcan, A. (2005). Benchmarking as a tool of strategic management. Total Quality Management, 16(2), 257-274.
Pröllochs, N., & Feuerriegel, S. (2018). Business analytics for strategic management: Identifying and assessing corporate challenges via topic modeling. Information & Management.
Sennaroglu, B., & Celebi, G. V. (2018). A military airport location selection by AHP integrated PROMETHEE and VIKOR methods. Transportation Research Part D: Transport and Environment, 59, 160-173.
Saaty, T. L. (1994). How to make a decision: The analytic hierarchy process. Interfaces, 24(6), 19-43.
Saaty, T. L. (2013). Analytic hierarchy process. In Encyclopedia of operations research and management science (pp. 52-64). Springer, Boston, MA.
Santouridis, I., & Trivellas, P. (2010). Investigating the impact of service quality and customer satisfaction on customer loyalty in mobile telephony in Greece. The TQM Journal, 22(3), 330-343.
Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(9), 19-35.
Saxena, V., Thakur, T., & Singh, R. P. (2009). Efficiency Analysis and Benchmarking of Telecommunication Sector In India. In Computational Intelligence, Modelling and Simulation, 2009. CSSim’09. International Conference on (pp. 270-275). IEEE.
Shafei, I., & Tabaa, H. (2016). Factors affecting customer loyalty for mobile telecommunication industry. EuroMed Journal of Business, 11(3), 347-361.
Singh, A. K. (2016). Competitive service quality benchmarking in airline industry using AHP. Benchmarking: An International Journal, 23(4), 768-791.
Wang, Y., Lo, H. P., & Yang, Y. (2004). An integrated framework for service quality, customer value, satisfaction: Evidence from China’s telecommunication industry. Information Systems Frontiers, 6(4), 325-340.
Wu, H. H., & Tsai, Y. N. (2012). An integrated approach of AHP and DEMATEL methods in evaluating the criteria of auto spare parts industry. International Journal of Systems Science, 43(11), 2114-2124.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of Marketing, 2-22.
International Journal of Social Sciences & Educational Studies
ISSN 2520-0968 (Online), ISSN 2409-1294 (Print), March 2019, Vol.5, No.3