ijcrb.webs.com 2013 i j o c r i usiness identifying and ... · service marketing mix (smm)...
TRANSCRIPT
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 11
SEPTEMBER 2013
VOL 5, NO 5
Identifying and Ranking the Effects of Service Marketing Mix Elements on
Customer Satisfaction at Bandar Imam Khomeini Port’s Special
Economic Zone
Akbar Mohamadi
Master of Business Management, Persian Gulf International Educational Branch-Islamic
Azad University-Khoramshahr-Iran
Dr. Belghis Bavarsad
Assistant Professor of Management, Shahid Chamran University (SCU) of Ahvaz, Iran
Abstract
The present paper tries to identify the effects of any of marketing mix elements (MMEs) on
customer satisfaction (CS) and at the same time, determine their intensity. In other words, it tries
to identify the influence priorities of those elements on customer satisfaction. This paper reports a
service marketing research performed at Bandar Imam Khomeini Port‟s Special Economic Zone
(BIKPSEZ). The population includes all the customers (goods owners and investors) who
received service from BIKPSEZ during the study period. In total, 215 questionnaires were
distributed. Since this paper has been designed based on theoretical foundations and has received
positive comments from scholars and professionals, therefore it has a sufficient validity.
Reliability was determined using Cronbach's alpha coefficient. The first hypothesis speculates
that the effects of MMEs on Cs at BIKPSEZ are different; and according to the second
hypothesis, the MMEs affect the customer satisfaction at BIKPSEZ. Also, based on the eight sub-
hypotheses, all the MMEs (8p) affect the customer satisfaction individually. Tests results
supported all main and sub hypotheses.
Keywords: Services Marketing Mixed Elements (MME), Marketing Management, Customer's
Satisfaction
Introduction
Commercial organizations and firms in today‟s world face with increasing competition either
internal or external in sales enhancement and market share size and what seems more important
in this respect, in the process of market strategic planning and marketing, is the application of
marketing agents in service area. In other words, these agents and factors have an essential role
in increasing the sales and market share among the competitors but in some commercial firms
and institutes (especially in developing countries) this issue receives less attention and few
activities and changes are observed in the marketing management of these firms. It is
noteworthy that most of such commercial firms and institutes do not have an accurate and
correct scientific standpoint of marketing management, contrary to firms in advanced countries.
This has led to the fact that these firms actually obtain a small share of the market.
Many firms and institutes with extensive activity in the field of production, do not feel the need
for scientific and new marketing management methods, and in other words, do not observe the
essential principles of marketing mix, due to the proportion of demand and supply in domestic
markets, the high level of sales, and also because of some conditions in some firms, due to the
production of a specific and exclusive product and the market‟s excess need to their products.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 12
SEPTEMBER 2013
VOL 5, NO 5
This needlessness of the firms to elevate the sales levels and/or to increase their competitive
power, which has been due to disproportional and imbalanced market situations, has led to the
fact that currently some firms provide their services in traditional and non-scientific ways and
even do not take positive actions to elevate their sales levels. In this paper the MMEs‟ effect on
customer satisfaction at BIKPSEZ is examined and ranked.
About Bandar Imam Khomeini Port
Bandar Imam Khomeini Port is currently one of the most important poles of regional
transportation. This port, with an area of 16 million square meters, is located in northwest of the
Persian Gulf and due to its suitable offshore facilities, closeness to countries such as Iraq,
Turkey, Azerbaijan, Armenia, and easy access to free waters through Persian Gulf, is a secure
pathway for imports and exports of goods from and to European, south east Asian, south
American nations, Australia, South Africa and Middle East. The connection of this port with
transit highway and international railway, its location in the path of international North-South
Transit Corridor (NOSTRAC), International East-West Corridor, so it's location in the shortest
and most secure goods transport path from Iraq, Turkey, Caucasus and Asia to South-East
Asian Nations, has created the possibility of transiting the goods with less cost and higher
speed.
Marketing Management
Warren Keegan, marketing professor at Peace University says: „Marketing consists of the
process of focusing the organization‟s resources and goals on environmental opportunities and
needs” (Kotler, 2004, 61). American Marketing Association (AMA) has provided a simple and
complete definition of marketing: “Marketing refers to a set of commercial activities which
direct the goods/services flow from the manufacturer/provider to the end consumer”.
Marketing System Objectives
A comprehensive and desirable marketing system is one that influences the needs and demands
of all individuals including the customers, sellers, and many social groups having common
features which may even have a conflict of interest in some cases (Kotler, 2004, 52).
Ports’ Marketing
Ports are active in a totally competitive environment and therefore, the importance of marketing
in the management and development of ports is recognized in most ports of the worlds.
However, the port‟s marketing is a relatively new concept and only during the 1980‟s the
concept of marketing has appeared in the ports‟ organizational chart.
Increasing competition among various ports is related to the globalization of trade, transports
and communications. Marketing in the ports, like other economic sectors, includes activities
related to “market research” and “market realization”. Research activities provide for the
possibility of market analysis, strategy formulation and ports‟ goal-setting. Afterwards, in the
realization step, the marketing tools are used to achieve those goals. However, the fast-changing
and highly competitive international environment has led the ports to share their “limited
offshore” they had in the past with other competing ports. Port management should simulate the
trends which lead to the creation of new businesses in the port and adapt them with its own
conditions. A port managed by the government or private sector, is recognized as a successful
port when it is market-oriented and customer-based, and develops a commercial strategy to
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 13
SEPTEMBER 2013
VOL 5, NO 5
obtain a sustainable market share. Such a commercial strategy is made possible only in the light
of implementation of “Services Quality Management (SQM)”.
The main concern of the management in every port is how to attract a more traffic for the port
development, employment and briefly, increase the region‟s prosperity. In fact, the development
of a commercial strategy for attracting the trade into the port is considered part of marketing in
which the SQM plays the leading role relying upon training, education, attitude and briefly,
„professional thinking‟. But in addition to above issues, marketing is a concept more than the art
of selling a good position, well-maintained infrastructure and superstructure, good offshore
communications and appropriate social ambient all of which represent a unique port. Port
marketing is a general concept that is, the entire port community works continuously and
consciously to obtain customer satisfaction which depends on the fact that customers would
evaluate the port services based on their own measures. Customers always seek a port which
presents the best price and quality for its services. They seek profits rather than purchase of
products. The „quality-oriented‟ attitude and port marketing which are very important should be
placed in the responsibility of a special department by themselves. Customer satisfaction
requires that all members of port community move as one coordinated flow and defend one main
goal: „the customer is right‟. (Hamidi & Gheisari, 2005).
Service Marketing Mix (SMM)
Marketing mix refers to the set of backgrounds or important categories in studies, decisions and
evaluations related to marketing of a corporation. In other words, each observer should examine
different issues in the marketing mix of a corporation to be able to familiarize with its marketing
problems and take decision on those cases (Tehrani, 2001, 20).
1. Product (Service)
Two factors should be taken into account regarding product which include:
A) Exclusive Right: One feature of any new product is the capability of its invention and patent
that is, with the invention of a new product, an exclusive right is created for its producer. The
main difference between products and services is that services do not have patent or invention
rights therefore the initiator of seafood restaurant or computer teaching services may face
numerous competitors after a short time providing the same services in other regions without
any payment for exclusive rights.
B) Trade Marks: One important issue in products marketing is the brand strategy. As the
services are intangible, the brand of an institute is very effective in consumers‟ decisions
(Alipour, 2012, 298).
2. Price:
Prices have two major roles in service activities which include:
A) Influencing the consumers‟ understanding and decision
B) Influencing the operation management
Some service organizations present „special prices‟ for their services according to demand
conditions on weekdays, in different months, seasons and years in order to be able to create a
balance in the demand and supply (Alipour, 2012).
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 14
SEPTEMBER 2013
VOL 5, NO 5
3. Place:
Decisions on where, when and how to provide service to the customer are the same issue of time
and place. Many times in track and field competitions, a person gets to the finish but when the
match has finished. It is very good to reach the finish line but when to arrive is very important.
We always say about the marketing and sales that marketing is a match in which there is only
one medal: the gold medal. There are no silver and bronze medals. Why? Because you have
either sold or not sold. So the time to reach the customer, the service provision time and place
are very important (Dargi, 2009, 90).
4. Promotion:
The value and importance of advertisement for service organizations is in regions where their
services are bought. In many cases the methods of products and services are similar but public
relation is an important method for the services. Since public relations is free, costless or maybe
less costly, non-profit groups and organizations consider it as the foundation of their advertising
plans. One has to note that in public notices, the time and place is determined by the media
(Alipour, 2012, 299).
5. People:
Given the concurrence of demand and services and the relationship between service and service-
provision, the role of any employee is very important in service affairs therefore it is necessary
that the selection, training and motivation, and evaluation of the employees be considered very
seriously and required measures be taken for them (Venus, Roosta, Ebrahimi, 2002, 106).
Many services depend on the personal interaction between customers and firms' employees
(such as hair cut or eating at a restaurant). The nature of such interactions strongly affects the
customer‟s perception of service quality. Often the customers‟ judgments on the quality of
service they receive are based on their evaluations of those individuals providing such services.
Successful service firms take special efforts to hire, train and motivate their employees,
particularly (but not exclusively) those in contact with the customers.
6. Physical Appearance:
Physical appearance refers to tangible and visible signs that make the service concrete. Today
even a color has a great effect on customers. Either we want or not, the others take messages
from non-verbal languages such as office, warehouse, automobile etc., so let‟s try to embellish
them and use the non-verbal language (Dargi, 100, 2009, 103).
Facilities lead to facilitation of activities in transfer and provision of services. Concerning the
services, in addition to visible facilities, one has to note invisible facilities which have an
essential role in provision of services. For example, those who go to funfairs in large cities need
other facilities than those they receive in the form of various playing tools, some of which may
not be visible, like a parking space, signage, restaurants, food booths, which are part of physical
appearance in service marketing (Alipour, 2012, 300).
Since many service operations are invisible in nature, they are very difficult to evaluate.
Therefore, customers often seek tangible signs of the services‟ nature. Sometimes the encounters
are incidental rather than planned because thee service functions are intangible, physical
appearance provide signs on the service quality and in some cases, strongly affects customer
evaluation (especially inexperienced ones). Thus, managers should pay careful attention to the
nature of physical appearance that is presented to the customers by the marketing system. Of
course, the number of factors which are visible for the customers depends on whether the service
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 15
SEPTEMBER 2013
VOL 5, NO 5
delivery is of high or low contact type. In low contact services, more physical evidence could be
conveyed through commercials, short videos, or the notes in newspapers, magazines or manuals.
7. Process or Operation Management
Operation management ensures the availability and suitable and viable quality of services. The
task and role of this SMME is to create a balance between service demands and supplies. Given
the unstorability of services, the operation managements should be able to meet the service
needs at any time, e.g., at the times of periodical and general needs through specialized and
professional methods (Alipour, 2012, 301).
8. Productivity and Quality
Productivity has a simple formula that is, the sum off effectiveness and efficiency. Effectiveness
asks if the work you did was right (i.e. choosing the right thing to do). Efficiency asks to what
extent you have done that work right? (i.e. doing the work correctly). Productivity and quality
are interrelated: quality means customer quality. Quality means a degree of customer satisfaction
from the received services towards meeting the needs, demands and expectations (Dargi, 2009,
79).
Service Level:
The service together with goods is another element of product policy and the goods presented to
the market by a firm is usually accompanied by some services during the sale and after sale. A
service is a work or action presented to one party by the other. Although the working process
may be related to a physical commodity, but it has an intangible service nature and does not
usually lead to the customer‟s ownership.
Service refers to economic activities which create value for customers or in other words, service
receivers, at specific times and places. The higher the necessity to provide services, the more the
necessity to pay attention to MMEs. Researches shows that those firms which have better
services have both a higher sales price and a faster growth, and have more profits, too.
In the service dimension of products, the most important issue that is taken into account is
during sales and after sales services. During sales services include installation and
commissioning training and after sales service include guarantee and returned items acceptance
which a firm performs for the sake of more sales and customer satisfaction.
Firms try to identify the importance of any of provided services based on their marketing
research and provide the customers with the service(s) with the highest value-creation potential.
Research Methodology
Survey is one kind of descriptive research. Survey research examines the population by selecting
a sample from it in order to explore the level and the distribution and relationships of variables.
Survey is exactly used in structured interview, content analysis and alike as a specific technique.
The outstanding features of survey include: data collection method and analysis. Questionnaires
are the simplest technique in data gathering therefore this research uses a questionnaire.
The researcher seeks answer to the questions:
1. Do the uses of MMEs lead to increased customer satisfaction at BIKPSEZ?
2. To what extent each MME affects the customer satisfaction?
3. What the priorities and the order of MMEs are in creating customer satisfaction?
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 16
SEPTEMBER 2013
VOL 5, NO 5
Main Hypotheses
1. The effects of SMMEs on customer satisfaction at the BIKPSEZ are different.
2. The SMMEs affects the customer satisfaction at the BIKPSEZ.
Sub-hypotheses
The researcher examines the eight MMEs individually and identifies their respective effects on
customer satisfaction.
Population, Sample Size and Sampling Method
The population includes all the service receivers from the BIKPSEZ during the year 2012 that
have been available and the samples have been randomly selected. The sample size was
determined using Morgan‟s Table.
Therefore, the number of samples was 210. Totally, 215 questionnaires were collected.
Measurement Tool
The questionnaire used to collect the data was designed with attention to the theoretical
foundation in the form of a 5-point Likert scale (from very much to very little). Also, in order to
examine the validity of questions and consistency with the societal culture, the comments of
advising and consulting professors, specialists and experts were used who's opinion on the
validity of questions was positive.
Table: 1 Cronbach's alpha calculation results
Case Processing Summary
No %
Cases Valid 215 100.0
excluded 0 .0
Total 215 100.0
Reliability Statistics
Cronbach's Alpha No of
Items
.867 31
As seen, Cronbach's alpha is higher than 0.7 which shows a desirable reliability.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 17
SEPTEMBER 2013
VOL 5, NO 5
Data Analysis
SPSS, MINI TAB, and EXCEL software programs were used in order to analyze the statistical
data for the present research. Following the questionnaire design which is a Likert scale, the
options were numbered from 1 to 5.
Customers’ Questionnaire Items Analysis
Given the results obtained from questionnaires, all the averages are above 3 which is the
questionnaire‟s mean limit. This shows that from the customers‟ standpoint, all the MMEs
greatly affect the customer satisfaction.
Table: 2 Statistical indices for individual MMEs
Items code Element Numbe
r Average Mean Mode
Standard
deviation
Minimu
m
Maximu
m
M1-4 Product (services) 215 4.1651 4.2500 4.25 .71495 1.50 5.00
M5-7 Price 215 3.9916 4.3300 4.67 .89863 1.33 5.00
M8-10 Place 215 4.2601 4.3300 4.33 .60871 1.67 5.00
M11-17 Promotion 215 3.4353 3.4300 3.43 .70296 1.00 5.00
M18-22 Process 215 4.0456 4.2000 4.40 .62080 1.40 5.00
M23-25 Productivity 215 4.3100 4.3300 5.00 .70315 1.33 5.00
M26-28 People 215 3.9861 4.0000 4.00 .58923 1.33 5.00
M29-31 Physical Appearance 215 4.2154 4.3300 4.33 .56911 2.33 5.00
Inferential Methods
Using the statistical tests, this section examines the questions and research hypotheses and the
obtained results using statistical tests.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 18
SEPTEMBER 2013
VOL 5, NO 5
Verifying sub-hypotheses using Friedman Test
Sub.H1. The service quality (SQ) provided at Bandar Imam Khomeini Port‟s Special
Economic Zone (BIKPSEZ) influences the Customers Satisfaction (CS).
Table: 3 Descriptive statistics of SA index and its factors
Standard deviation Mean Maximum value Minimum value Qty Index
0.824 4.24 5 2 215 Quality
0.907 3.93 5 2 215 Variability
0.848 4.20 5 1 215 Updatedness
0.866 4.29 5 1 215 Assurance
0.715 4.17 5 1.5 215 Services
Above table shows that the mean service index (SI) and all its related factors is higher
than the average value. To examine the role and effect of SI and any of its related factors,
the mean of any of these factors will be compared to the average value (3) in order to
realize whether the level of this effect is higher or lower than the average limit. One-
sample t-test has been used for this purpose.
Table: 4 T-test results for SI and its factors
Effectiveness p-value t-statistic Mean difference Mean Index
Above average 0.000 22.089 1.24 4.24 Quality
Above average 0.000 15.042 0.93 3.93 Variability
Above average 0.000 20.675 1.20 4.20 Updatedness
Above average 0.000 21.89 1.29 4.29 Assurance
Above average 0.000 23.895 1.17 4.17 Services
Considering the p-value and the mean values calculated for SI and its related factors it is
proved that in the respondents‟ views, the influence of SI and its related factors on
customers satisfaction at BIKPSEZ is above the average limit. Therefore the hypothesis is
supported, i.e. the services index has a positive effect on customers' satisfaction levels at
BIKPSEZ.
In this section, Friedman test was applied to examine the equality and to determine the
levels of influence of each service quality index factors on the customers' satisfaction at
BIKPSEZ.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 19
SEPTEMBER 2013
VOL 5, NO 5
Table: 5 Friedman test results for SI factors equality
Test Result p-value Degree of freedom Value of X2
Mean Rank Index
The hypothesis of the
factors‟ effects equality is
rejected.
0.000 3 46.571
2.64 Quality
2.13 Variability
2.53 Updatedness
2.7 Assurance
It is proved that there is a significant difference among these factors. A comparison of the
mean rank indicates that service assurance and service quality have the highest and the
service diversity the lowest effect on customers' satisfaction at BIKPSEZ, respectively.
Sub.H2. The service price at BIKPSEZ affects the customer satisfaction.
Table: 6 Descriptive statistics for price index and its factors
Standard deviation Mean Maximum value Minimum value Qty Index
1.100 4.00 5 1 215 Price
1.090 4.05 5 1 215 Payments Flexibility
0.943 3.92 5 1 215 Timely and proper quotation of price changes
0.898 3.99 5 1.33 215 Services
The mean price index (PI) and its related factors are above the average value.
Table: 7 t-test results for price index and its factors
Effectiveness p-value t-statistic Mean difference Mean Index
Above average 0.000 13.39 1.01 4.00 Price
Above average 0.000 14.135 1.05 4.05 Payments Flexibility
Above average 0.000 14.24 0.92 3.92 Timely and proper quotation of price changes
Above average 0.000 16.173 0.99 3.99 Services
In the respondents‟ views, the influence of price index and its related factors on
customers' satisfaction at BIKPSEZ is above the average limit. Therefore the hypothesis is
supported, i.e. the price index has a positive effect on customers' satisfaction levels at
BIKPSEZ.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 20
SEPTEMBER 2013
VOL 5, NO 5
Table: 8 Friedman test results for PI factors equality
Test Result p-value Degree of
freedom
Value of
X2
Mean
Rank Index
The hypothesis of the
factors‟ effects equality
is rejected.
0.026 2 7.306
2.05 Price
2.07 Payments Flexibility
1.88 Timely and proper quotation of price
changes
It is shown that there is a significant difference among these factors. A comparison of the
mean rank indicates that the payments flexibility has the highest and the timely and proper
quotation of price changes the lowest effects on customers' satisfaction levels at
BIKPSEZ, respectively.
Sub.H3. The distribution process at BIKPSEZ affects the customers'
satisfaction.
Table: 9 Descriptive statistics for distribution process and its factors
Standard deviation Mean Maximum value Minimum value Qty Index
0.887 4.37 5 1 215 Service access speed
0.783 4.45 5 1 215 Timely provision of services
0.754 3.96 5 1 215 Place of service provision
0.608 4.26 5 1.67 215 Distribution
The mean distribution index and its factors are above the average value.
Table: 10 t-test results for distribution index and its factors Effectiveness p-value t-statistic Mean difference Mean Index
Above average 0.000 22.691 1.37 4.37 Service access speed
Above average 0.000 27.095 1.45 4.45 Timely provision of services
Above average 0.000 18.72 0.96 3.96 Place of service provision
Above average 0.000 30.382 1.26 4.26 Distribution
In the respondents‟ views, the influence of Distribution Index (DI) and the 3 factors
related thereto on the customers' satisfaction at BIKPSEZ is above the average limit which
means that DI has a positive effect on CS levels at BIKPSEZ.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 21
SEPTEMBER 2013
VOL 5, NO 5
Table: 11 Friedman test results for DI factors equality
Test Result p-value Degree of
freedom
Value of
X2 Mean Rank Index
The hypothesis of the factors‟
effects equality is rejected. 0.000 2 70.152
2.14 Service access speed
2.23 Timely provision of services
1.63 Place of service provision
Significant difference is observed between these factors. A comparison of the mean rank
indicates that service providers‟ commitment to timely performance has the highest and
the place of service provision the lowest effects on CS levels at BIKPSEZ, respectively.
Sub.H4. The education process (EP) (promotion) affects the CS at BIKPSEZ.
Table: 12 Descriptive statistics for education process and its factors
Standard deviation Mean Maximum value Minimum value Qty Index
0.932 3.50 5 1 215 Permanent attendance at exhibitions
0.867 3.56 5 1 215 Providing information appropriately with use of
brochures and catalogues
0.948 3.66 5 1 215 Performing marketing activities and customers
encouragement through regular meetings
1.066 2.84 5 1 215 The presentation of promotional items,
products and gifts
0.902 3.69 5 1 215 Website communication
0.913 3.34 5 1 215 Holding conferences, parties, lectures and
seminars
0.960 3.46 5 1 215 Public media and specialized magazines
advertisements
0.703 3.43 5 1 215 Education
The Mean education index (EI) and the related factors are above the average value.
Table: 13 T-test results for education index (EI) and its factors
Effectiveness p-value t-statistic Mean difference Mean Index
Above average 0.000 7.833 0.498 3.50 Permanent attendance at exhibitions
Above average 0.000 9.517 0.563 3.56 Providing information appropriately with use of brochures
and catalogues
Above average 0.000 10.218 0.66 3.66 Performing marketing activities and customers
encouragement through regular meetings
Below average 0.026 -2.239 -0.163 2.84 The presentation of promotional items,
products and gifts
Above average 0.000 11.19 0.688 3.69 Website communication
Above average 0.000 5.456 0.34 3.34 Holding conferences, parties, lectures and seminars
Above average 0.000 6.96 0.456 3.46 Public media and specialized magazines advertisements
Above average 0.000 9.067 0.43455 3.43 Education
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 22
SEPTEMBER 2013
VOL 5, NO 5
In the respondents‟ views, the influence of EI and the related factors, excluding the
presentation of the promotional items, products and gifts, on CS at BIKPSEZ is above the
average limit which means that EI (promotion) has a positive effect on CS levels at
BIKPSEZ.
Table: 14 Friedman test results for EI factors equality
Test
Result p-value Degree of freedom Value of X2 Mean Rank Index
Th
e h
yp
oth
esis
of
the
fact
ors
‟
effe
cts
equ
alit
y i
s re
ject
ed.
0.000 6 175.905
4.09 Permanent attendance at exhibitions
4.23 Providing information appropriately with use of brochures and
catalogues
4.59 Performing marketing activities and customers
encouragement through regular meetings
2.66 The presentation of promotional items, products
and gifts
4.6 Website communication
3.72 Holding conferences, parties, lectures and seminars
4.11 Public media and specialized magazines advertisements
It is shown that there is a significant difference among these factors. A comparison of the mean
rank indicates that performing appropriate marketing activities and customers encouragement
through regular meetings has the highest and the presentation of the promotional items, products
and gifts the lowest effects on CS levels at BIKPSEZ, respectively.
Sub. H5. The Operation Process (OP) affects the CS at BIKPSEZ.
Table: 15 Descriptive statistics for OP index and its factors
Standard deviation Mean Maximum value Minimum value Qty Index
0.878 3.88 5 1 215 Use of process audits
0.796 3.90 5 1 215 Process-oriented organization and processes standard
design
0.879 4.22 5 1 215 Single window system
1.281 4.07 5 1 215 e-payment system
0.728 4.16 5 2 215 Access to required data
0.621 4.05 5 1.4 215 Operations
The mean operation index (OI) and all its related factors are above the average value.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 23
SEPTEMBER 2013
VOL 5, NO 5
Table: 16 t-test results for OI and its factors
Effectiveness p-value t-statistic Mean difference Mean Index
Above average 0.000 14.686 0.88 3.88 Use of process audits
Above average 0.000 16.526 0.90 3.90 Process-oriented organization and processes standard design
Above average 0.000 20.409 1.22 4.22 Single window system
Above average 0.000 12.193 1.07 4.07 e-payment system
Above average 0.000 23.432 1.16 4.16 Access to required data
Above average 0.000 24.696 1.05 4.05 Operations
In the respondents‟ views, the influence of OI and the related factors on CS at BIKPSEZ is above
the average limit. Therefore the hypothesis is supported, i.e. OI has a positive effect on CS levels
at BIKPSEZ.
Table: 17 Friedman test results for OI factors equality
Test Result p-value Degree
of
freedom
Value of
X2
Mean
Rank Index
The hypothesis of the
factors‟ effects equality
is rejected.
0.000 4 49.722
2.66 Use of process audits
2.66 Process-oriented organization and
processes standard design
3.26 Single window system
3.27 e-payment system
3.16 Access to required data
Significant difference is observed among these factors. A comparison of the mean rank indicates
that electronic payment system has the highest and process-oriented organization and processes
standard design and the use of process audits the lowest effects on CS levels at EKP, respectively.
Sub.H6. Productivity and process quality (PPQ) affects the CS at BIKPSEZ.
Table: 18 Descriptive statistics of PPQ index and its factors
Standard deviation Mean Maximum value Minimum value Qty Index
0.847 4.30 5 1 215 Consideration of customer expectations
0.860 4.31 5 2 215 Quality and operational performance
0.953 4.32 5 1 215 Considering the customer‟s feelings
0.702 4.31 5 1.33 215 Productivity and quality
A brief look at table above will reveal that the mean PPQ index (PPQI) and all relevant factors
are above the average level.
To examine the role and effect of PPQI and any of its 5 related factors, the mean of any of these
factors will be compared to the average value (3) in order to determine whether the level of this
effect is higher or lower than the average limit. One-sample t-test has been used for this purpose.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 24
SEPTEMBER 2013
VOL 5, NO 5
Table: 19 t-test results for PPQI and its factors
Effectiveness p-value t-statistic Mean difference Mean Index
Above average 0.000 22.558
1.302 4.30 Customer expectations consideration
Above average 0.000 22.374
1.312 4.31 Quality and operational performance
Above average 0.000 20.245
1.316 4.32 Considering customer‟s feelings
Above average 0.000 27.352
1.310 4.31 Quality and productivity
In the respondents‟ views, the influence of PPQI and its related factors on CS at BIKPSEZ is
above the average limit. Therefore the hypothesis is supported, i.e. PPQI has a positive effect on
CS levels at BIKPSEZ.
Table: 20 Friedman test results for PPQI factors equality
Test Result p-value Degree of
freedom Value of X2 Mean Rank Index
The hypothesis of the
factors‟ effects equality is
supported. 0.717 2 0.666
1.97 Customer expectations consideration
2.01 Quality and operational performance
2.02 Considering customer‟s feelings
No significant difference is observed between these factors.
Sub. H7. People at BIKPSEZ affect the CS.
Table: 21 Descriptive statistics for people index and its factors
Standard deviation Mean Maximum value Minimum value Qty Index
1.009 3.49 5 1 215 Use of affiliate marketing
0.826 4.12 5 1 215 Existing suggestions system
0.782 4.35 5 1 215 Existing complaints handling system
0.589 3.99 5 1.33 215 People
The mean people index and the related factors are above the average value.
Table: 22 T-test results for people index and its factors Effectiveness p-value t-statistic Mean difference Mean Index
Above average 0.000 7.17
0.49 3.49 Use of affiliate marketing
Above average 0.000 19.81
1.12 4.12 Existing suggestions system
Above average 0.000 25.29
1.35 4.35 Existing complaints handling system
Above average 0.000 24.54
0.99 3.99 People
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 25
SEPTEMBER 2013
VOL 5, NO 5
In the respondents‟ views, the influence of people index and the related factors on CS at
BIKPSEZ is above the average limit. Therefore the hypothesis is supported, i.e. people index has
a positive effect on CS levels at BIKPSEZ.
Table: 23 Friedman test results for people index factors equality
Test Result p-value Degree of
freedom Value of X2 Mean Rank Index
The hypothesis of the
factors‟ effects equality is
rejected. 0.000 2 99.989
1.56 Use of affiliate marketing
2.14 Existing suggestions system
2.30 Existing complaints handling system
It is shown that there is a significant difference between these factors. A comparison of the mean
rank indicates that the complaints handling system has the highest and the use of affiliate
marketing the lowest effects on CS levels at BIKPSEZ, respectively.
Sub.H8. Physical appearance (PA) affects the CS at BIKPSEZ.
Table: 24 Descriptive statistics of PA index (PAI) and its factors
Standard deviation Mean Maximum value Minimum value Qty Index
0.716 4.49 5 2 215 Use of desirable facilities and equipment
0.709 4.47 5 1 215 Disciplined people
0.948 3.68 5 1 215 Impersonal relationships
0.569 4.22 5 2.33 215 Physical appearance
The mean PAI and all its related factors are above the average limit.
Table: 25 T-test results for PAI and its factors Effectiveness p-value t-statistic Mean difference Mean Index
Above average 0.000 30.57
1.49 4.49 Use of desirable facilities and equipment
Above average 0.000 30.40
1.47 4.47 Disciplined people
Above average 0.000 10.57
0.68 3.68 Impersonal relationships
Above average 0.000 31.33
1.22 4.22 Physical appearance
In the respondents‟ views, the influence of PAI and all factors related thereto on CS at BIKPSEZ
is above the average limit. Therefore the hypothesis is supported, i.e. PAI has a positive effect on
CS levels at BIKPSEZ.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 26
SEPTEMBER 2013
VOL 5, NO 5
Table: 26 Friedman test results for PAI factors equality
Test Result p-
value
Degree of
freedom
Value of
X2
Mean
Rank Index
The hypothesis of the
factors‟ effects equality is
rejected.
0.000 2 144.197
2.30 Use of desirable facilities
and equipment
2.23 Disciplined people
1.46 Impersonal relationships
Significant difference is observed among these factors. A comparison of the mean rank indicates
that the use of advanced and desirable facilities and equipment has the highest and the impersonal
relationships the lowest effects on CS levels at BIKPSEZ, respectively.
Main Hypotheses
H1. Service marketing mix elements (SMMEs) affect the customers' satisfaction at
BIKPSEZ. As discussed before, the SMMEs include eight indices (quality, price, distribution, education,
operation process, productivity and quality, people and physical appearance). The extent to which
any of the above indices affect the customers' satisfaction levels at BIKPSEZ was examined by
the eight sub-hypotheses. To verify this hypothesis, all results of sub-hypotheses testing are
presented in Table below.
Table: 27 Effects of MMEs on CS levels at BIKPSEZ
Support/rejection p-value t-statistic Mean Hypothesis Hypotheses No.
Supported 0.000 23.895 4.17 SQ affects CS. H1
Supported 0.000 16.173 3.99 SP affects CS. H2
Supported 0.000 30.382 4.26 DP affects CS. H3
Supported 0.000 9.067 3.43 EP (Promotion) affects CS. H4
Supported 0.000 24.696 4.05 OP affects CS. H5
Supported 0.000 27.352 4.31 PPQ affects CS. H6
Supported 0.000 24.54 3.99 People affect CS. H7
Supported 0.000 31.33 4.22 PA affect CS. H8
As seen in Table above, the mean effectiveness of each index is above the average value (3). T-
student test was applied to verify the significance of this effect. Based on the significance levels
of indices which is equal to 0 it may conclude that at a 95% confidence level, all SMMEs affect
the CS levels at BIKPSEZ. Thus, H1 is supported.
H2. The effects of SMMEs on customers' satisfaction levels at BIKPSEZ are
different. Friedman‟s non-parametric test was applied to compare and rank the effects of SMMEs on
customers' satisfaction levels at BIKPSEZ.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 27
SEPTEMBER 2013
VOL 5, NO 5
Table: 28 Friedman test results for comparison and ranking of
the effects of SMMEs on customers' satisfaction at BIKPSEZ
Test Result p-value Degree of
freedom
Value of
X2 Mean Rank Index
The hypothesis of the
factors‟ effects equality is
rejected.
0.000 7 287.865
5.12 Service quality (SQ)
4.36 Service price (SP)
5.24 Service distribution (SD)
2.27 Education
4.45 Operation Process (OP)
5.70 Productivity and process
quality (PPQ)
4.02 People
4.83 Physical appearance (PA)
A significant difference is observed among the effects of these indices.
A comparison of the mean rank indicates that productivity and process quality (PPQ), service
distribution (SD) and service quality (SQ) have the highest effects, and the people and education
the lowest effects on the customers' satisfaction levels at BIKPSEZ, respectively.
Fig.1. Ranking of the SMMEs indices in terms of their effects on the customers' satisfaction
Research Limitations Some variables of this research were beyond the researcher's control and conducting any applied
research, due to the existing effective external and internal variables, creates some limitations for
the researcher which can not be controlled. Thus, the effects of such external variables could
considerably affect the conclusions.
It is difficult to evaluate the services because of their changing nature. The goods durability can
easily be predicted but not that of the services.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 28
SEPTEMBER 2013
VOL 5, NO 5
Thus, there is an uncertainty in the performed survey. Also, in the present study the
questionnaires were used to measure the customers‟ views or, in other words, to measure the
research variables. Although the questionnaire‟s validity was confirmed, as the questionnaire
items have an attitude-measuring formation, and in examining the customers' satisfaction, in
addition to the general principles mentioned there are numerous variables involved, and
ultimately, they influence the respondents' views. Thus, it is not possible to control all variables
by the researcher and therefore the research is accompanied by limitation due to research
implementing conditions.
Therefore, the results should be interpreted by considering the status quo and the effect of
undesired variables and caution should be applied when interpreting them.
ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 29
SEPTEMBER 2013
VOL 5, NO 5
References
1. Bolurian, Tehrani, M., (2001). Marketing and Market Management; Commercial Studies
& Researches Publishers.
2. Chi, K, Rogertan., translated by Hamidi, H. & Gheisari, S., (2001). Articles on Port
Marketing from a Service and Marketing Perspective; Tehran, Ports and Maritime
Organization.
3. Dargi, Parviz, (2009). Services Marketing Discussions and Issues; Rasa Publishers.
4. Horowitz, Jacob. Translated by Abdolreza Rezaeinejad.,(2003). Seven Secrets of Services
Strategy Success; Rasa Publishers.
5. Kotler, Philip. & Armstrong, Gary. Translated by Foruzandeh, Bahman., (2004).
Marketing Principles; Atropat publishers.
6. Lovelock, Christopher., Light, Laren., translated by Foruzandeh, Bahman., (2007).
Services Marketing Principles and Management; Amukhteh Publishers, Isfahan, Iran,
fifth edition.
7. Michael, R, Solomon. Translated by Alipour, Mehrdad., (2012). Marketing and Marketing
Management; Beh Avaran Publishers, Tehran, Iran, first edition.
8. Roosta, Ahmad., Davar, Venous., Ebrahimi, Abdolhamid., (2002). Marketing
Management; Mehr Publishers.
9. Walters, Saskia,. Translated by Hamidi, H. & Gheisari, S., (2005). Ports Marketing;
Tehran, Ports and Maritime Organization.