Lojistik hizmetlerinde müşteri memnuniyet seviyesinin bulanık bilişsel haritalama yöntemi ile değerlendirilmesi

As the result of the globalization of economy, while competition is considerably increasing, it brings various business opportunities together for the companies in recent years. Quickness, price sensitivity and quality have become more important for customers. Adapting this changing dynamics and responding customers' expectations and needs are now crucial for companies to gain competitive advantages. Therefore, companies need to ensure their customers' satisfaction for achieving goals. Customer satisfaction can be provided by bringing the customers' expectations and the values they received together. Logistics service of a company aim to satisfy customers by overcoming the all challenges with considering customer expectations and needs. In the fast-moving consumer goods industry, satisfying the customer expectations with the logistics services is particularly crucial. This study presents a customer satisfaction evaluation model for logistics services and examines an international retailer's satisfaction criteria with the quality of logistics services by presenting a Fuzzy Cognitive Map approach based on the presence of positive and negative relations. Criteria are determined with a large literature survey and with the guidance of logistics experts. It is observed that the customer satisfaction evaluation has been studied for many researchers, but this studies focus on statistical methods. This study combines the evaluation of customer satisfaction evaluation in logistics services with Fuzzy Cognitive Map methodology. Hence, this will be a novelty to the literature. This study will also be a guideline for companies to assess their own performance and for retailers to evaluate the service they get. Therefore, this thesis presents a mutual benefit.