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ÀÁÐÀÊÀÄÀÁÐÀ (Òîæå ñàìîå íî â ÷èòàåìîì âèäå)
Ìtnjlbrf jwtyrb rfxtcndf ,fyrjdcrb[ eckeu
Ñgtwbfkbcns, rfr d Ðjccbb, nfr b pf he,t;jv, endth;lf.n, xnj yf ljcnfnjxyj yfcsotyyjv hsyrt ,fyrjdcrb[ eckeu ctujlyz bvtyyj rfxtcndj j,cke;bdfybz rkbtynjd ghtljghtltkztn ecgt[ rjyrehtynyjq ,jhm,s. Îlyfrj d jntxtcndtyyjq cgtwbfkmyjq kbnthfneht vfkj htrjvtylfwbq jnyjcbntkmyj njuj, rfr yf ghfrnbrt vj;yj 'aatrnbdyj b ,scnhj bpvthbnm rfxtcndj cdjb[ ,fyrjdcrb[ eckeu. Ájkmibycndj hf,jn gj bpvthtyb. rfxtcndf gjcdzotys ghj,ktvfv rfxtcndf njdfhjd ghjbpdjlcndtyyjuj ctrnjhf.
Ötkm. lfyyjq cnfnmb zdkztncz gjgsnrf gjpyfrjvbnm cgtwbfkbcnjd ,fyrjdcrjuj ltkf c gjgekzhyjq pfhe,t;yjq vtnjlbrjq ÑÅÐÂÊÂÀË (SERVQUAL). Ìtnjlbrf ÑÅÐÂÊÂÀË ,skf hfphf,jnfyf rfr eybdthcfkmysq bycnhevtyn lkz bpvthtybz rfxtcndf d catht eckeu. Îlyfrj bccktljdfybz gjcktlyb[ ktn ghtlgjkfuf.n, xnj vtnjlbrf vj;tn ,snm flfgnbhjdfyf ghbvtybntkmyj r rf;ljq bp jnhfcktq eckeu b bcgjkmpjdfyf, d xfcnyjcnb, lkz bpvthtybz rfxtcndf ,fyrjdcrb[ eckeu.
Êjywtgwbz rfxtcndf ,fyrjdcrjq eckeub
Äkz njuj xnj,s bpvthbnm rfxtcndj ,fyrjdcrjq eckeub, ytj,[jlbvj gjybvfnm, xnj ghtlcnfdkztn cj,jq rfxtcndj j,cke;bdfybz d ,fyrt. Áfyrjdcrfz eckeuf rfr njdfh — 'nj ytjczpftvjt, ytvfnthbfkmyjt ltqcndbt bkb dsgjkytybt hf,jns, yt dtleott r dkfltyb. xtv-yb,elm vfnthbfkmysv. Êfr ghfdbkj, nfrbt ltqcndbz bkb dbls hf,jn ghjbc[jlzn d vjvtyn ytgjchtlcndtyyjuj rjynfrnf ghjbpdjlbntkz ,fyrjdcrjq eckeub b tt gjnht,bntkz. Ïj 'nbv ghbxbyfv, gj vytyb. cgtwbfkbcnjd, rfxtcndj ,fyrjdcrjq eckeub bvttn jnyjitybt r bynthfrnbdyjve ghjwtcce, ghjbc[jlzotve vt;le ,fyrjv b rkbtynjv.
Êfxtcndj ,fyrjdcrjq eckeub ceotcndtyyj pfdbcbn jn ghjwtccf chfdytybz gjnht,bntktv cdjb[ j;blfybq rfxtcndf ,fyrjdcrjq eckeub lj tt gjnht,ktybz c ytgjchtlcndtyysv djcghbznbtv rfxtcndf ,fyrjdcrjq eckeub d vjvtyn b gjckt tt gjnht,ktybz. Âjcghbznbt rfxtcndf ,fyrjdcrjq eckeub gjnht,bntktv d vjvtyn tt gjnht,ktybz ghjbc[jlbn gj ldev ukfdysv fcgtrnfv: ×ÒÎ gjnht,bntkm gjkexftn jn ,fyrjdcrjq eckeub (nt[ybxtcrbq fcgtrn rfxtcndf) b ÊÀÊ gjnht,bntkm gjkexftn ,fyrjdcre. eckeue (aeyrwbjyfkmysq fcgtrn rfxtcndf) .
Ïj vytyb. cgtwbfkbcnjd, djcghbznbt gjnht,bntktv aeyrwbjyfkmyjuj b nt[ybxtcrjuj fcgtrnjd rfxtcndf ,fyrjdcrjq eckeub ghjbc[jlbn yf jcyjdt cdjtj,hfpyjq gznbcnegtyxfnjq ktcnybws (hbc. 1).
Ðbceyjr 1 Êjywtgwbz rfxtcndf ,fyrjdcrjq eckeub b rhbnthbtd tt jwtyrb
Ïthdfz cnegtym — 'nj hfphsd vt;le j;blfybzvb gjnht,bntkz jnyjcbntkmyj rfxtcndf ,fyrjdcrjq eckeub b htfrwbtq herjdjlcndf ,fyrf yf 'nb j;blfybz. Ânjhfz cnegtym — hfphsd vt;le gjybvfybtv herjdjlcndjv ,fyrf j;blfybq gjnht,bntkz b ghjwtccjv dytlhtybz cbcntvs rfxtcndf d cdjtv ,fyrt. Òhtnmz cnegtym — hfphsd vt;le dytlhtyyjq herjdjlcndjv ,fyrf cbcntvs rfxtcndf b ytgjlujnjdktyyjcnm. gthcjyfkf ,fyrf cktljdfnm ecnfyjdktyysv cnfylfhnfv. ×tndthnfz cnegtym — hfphsd vt;le ceotcnde.otq d ,fyrt cbcntvjq rfxtcndf b pfdsityyjq htrkfvjq 'njq cbcntvs rfxtcndf d ÑÌÈ. Ífrjytw, gznfz, cfvfz ukfdyfz, cnegtym — 'nj hfphsd vt;le j;blfybzvb gjnht,bntktq ,fyrjdcrjq eckeub b ghjwtccjv ghtljcnfdktybz ,fyrjv 'njq eckeub [3].
Î;blfybz gjnht,bntktq jnyjcbntkmyj rfxtcndf kb,j gjlndth;lf.ncz, kb,j ytn. Ïjcktlytt dtltn r e[jle gjnht,bntktq d ,fyrb-rjyrehtyns b r ,jktt dscjrbv pfnhfns yf vfhrtnbyu d ,fyrt lkz ghbdktxtybz yjds[ gjnht,bntktq dpfvty eitlib[. Ïjlndth;ltybt j;blfybq dtltn r ljkujchjxyjq kjzkmyjcnb gjnht,bntkz r ,fyre, xnj byjulf yfpsdftncz «vfhrtnbyujv jnyjitybq». Ìfhrtnbyu jnyjitybq j,tcgtxbdftn ljkujchjxysq ecgt[ ,fyrf pf cxtn cnf,bkmyjq ghb,skmyjcnb, jcyjdfyyjq yf kjzkmyjcnb gjnht,bntktq, b pf cxtn cjrhfotybz hfc[jljd yf vfhrtnbyu lkz ghbdktxtybz yjds[ rkbtynjd
Êhbnthbb rfxtcndf ,fyrjdcrjq eckeub
Èccktljdfybz gjrfpfkb, xnj gjnht,bntkb jwtybdf.n aeyrwbjyfkmyst b nt[ybxtcrbt fcgtrns rfxtcndf ,fyrjdcrjq eckeub gj gznb jcyjdysv rhbnthbzv (cv. hbc 1):
- Ìfnthbfkmyjcnm (jcyfotyyjcnm ,fyrf: jhunt[ybrf, bynthmths gjvtotybq, dytiybq dbl gthcjyfkf, byajhvfwbjyyst vfnthbfks).
- Íflt;yjcnm (dsgjkytybt j,tofyyjq ,fyrjv eckeub njxyj, jcyjdfntkmyj b d chjr).
- Înpsdxbdjcnm (bcrhtyytt ;tkfybt gjvjxm gjnht,bntk. b ,scnhjt j,cke;bdfybt d ,fyrt).
- Ó,t;ltyyjcnm (rjvgtntynyjcnm, jndtncndtyyjcnm, edthtyyjcnm b dt;kbdjcnm j,cke;bdf.otuj gthcjyfkf ,fyrf).
- Ñjxedcndbt (dshf;tybt pf,jns b bylbdblefkmysq gjl[jl r gjnht,bntk. ,fyrjdcrjq eckeub)
Ìtnjlbrf bpvthtybz rfxtcndf ,fyrjdcrjq eckeub
Äkz bpvthtybz gznb rhbnthbtd rfxtcndf ,fyrjdcrjq eckeub vj;tn ,snm ecgtiyj bcgjkmpjdfyf flfgnbhjdfyyfz vtnjlbrf «SERVQUAL» (f,,htdbfnehf jn «service quality» bkb «rfxtcndj eckeub»)
Ñenm yfbghjcntqituj gjl[jlf r bccktljdfyb. rfxtcndf ,fyrjdcrjq eckeub cjcnjbn bp lde[ xfcntq (cv. Ïhbkj;tybt). Ñyfxfkf gjnht,bntktq c gjvjom. gznb- bkb ctvb,fkkmyjq irfks Ëfqrthnf (gjkyjcnm. yt cjukfcty — gjkyjcnm. cjukfcty) ghjczn dscrfpfnm cdjb j,obt j;blfybz jnyjcbntkmyj gznb dsitgthtxbcktyys[ rhbnthbtd rfxtcndf ,fyrjdcrjq eckeub. Çfntv, c gjvjom. fyfkjubxyjq irfks, gjnht,bntktq ghjczn dscrfpfnm cdjb cgtwbabxyst djcghbznbz nt[ ;t gznb rhbnthbtd rfxtcndf eckeub, yj e;t d rjyrhtnyjv j,cktletvjv ,fyrt. Ðtpekmnfns fyrtnbhjdfybz chfdybdf.ncz c wtkm. bcxbcktybz gznb rj'aabwbtynjd rfxtcndf «Q»:
- Q — vfnthbfkmyjcnm;
- Q — yflt;yjcnm;
- Q — jnpsdxbdjcnm;
- Q — e,t;ltyyjcnm;
- Q — cjxedcndbt.
Ïznm rj'aabwbtynjd rfxtcndf «Q» zdkz.ncz wbahjdsv dshf;tybtv cjcnjzybz rfxtcndf. Êf;lsq bp gznb rj'aabwbtynjd rfxtcndf «Q» bpvthztncz 4—5 gjlrhbnthbzvb. Òfrbv j,hfpjv, gznm rhbnthbtd rfxtcndf «Q» hfp,bns d wtkjv yf 22 gjlrhbnthbz. Ýnb 22 gjlrhbnthbz hfccxbnsdf.ncz gentv dsxbnfybz 22 gjkextyys[ htqnbyujd j;blfybz bp 22 gjkextyys[ htqnbyujd djcghbznbz. Çfntv jyb c gjvjom. vtnjlf chtlyb[ pyfxtybq uheggbhe.ncz d gznm rj'aabwbtynjd rfxtcndf «Q». Ïj njve ;t ghbywbge gznm rj'aabwbtynjd rfxtcndf «Q» c gjvjom. vtnjlf chtlyb[ pyfxtybq uheggbhe.ncz d ukj,fkmysq rj'aabwbtyn rfxtcndf eckeub d j,cktletvjv ,fyrt (nf,k. 1).
Ðtpekmnfns bccktljdfybz rfxtcndf c gjvjom. vtnjlbrb «SERVQUAL» bynthghtnbhe.ncz cktle.obv j,hfpjv. Íektdjt pyfxtybt rfrjuj-kb,j bp rj'aabwbtynjd rfxtcndf jpyfxftn cjdgfltybt ehjdyz j;blfybz rfxtcndf b ehjdyz djcghbznbz rfxtcndf gj 'njve rhbnthb. bkb gjlrhbnthb.. Ítufnbdyst pyfxtybz erfpsdf.n yf nj, xnj ehjdtym j;blfybq ghtdsiftn ehjdtym djcghbznbz. Ífrjytw, gjkj;bntkmyst pyfxtybz erfpsdf.n yf nj, xnj djcghbznbt rfxtcndf dsit ehjdyz j;blfybq. Ócgtiysv htpekmnfnjv cxbnf.ncz gjkj;bntkmyst b yektdst pyfxtybz rj'aabwbtynjd rfxtcndf. Óljdktndjhbntkmysv htpekmnfnjv cxbnf.ncz ytufnbdyst rj'aabwbtyns rfxtcndf, vfrcbvfkmyj ghb,kb;f.obtcz r yektdjve pyfxtyb.. Íteljdktndjhbntkmysv htpekmnfnjv cxbnf.ncz ytufnbdyst rj'aabwbtyns rfxtcndf, jnlfkz.obtcz jn yektdjuj pyfxtybz.
 nf,kbwt 1 ghbdtltys htpekmnfns jlyjuj bp bccktljdfybq gjlj,yjuj hjlf. Ïj htpekmnfnfv bccktljdfybz jrfpfkjcm, xnj yfb,jktt ybprbq rj'aabwbtyn rfxtcndf ,sk gjkexty gj rhbnthb. «jnpsdxbdjcnm» (Q = –1,4). Ífb,jktt dscjrbq rj'aabwbtyn rfxtcndf ,sk gjkexty gj rhbnthb. «vfnthbfkmyjcnm» (Q = –0,7). Ãkj,fkmysq rj'aabwbtyn rfxtcndf eckeub cjcnfdbk –1,1 ,fkkf, xnj vj;yj j[fhfrnthbpjdfnm rfr eljdktndjhbntkmysq htpekmnfn.
Òf,kbwf 1 Ðtpekmnfns bccktljdfybz rfxtcndf ,fyrjdcrb[ eckeu
Çfrk.xtybt
Íf yfi dpukzl dsitbpkj;tyyfz vtnjlbrf SERVQUAL bvttn ceotcndtyysq gjntywbfk lkz bpvthtybz rfxtcndf ,fyrjdcrb[ eckeu. ×bnfntkmcrjve dybvfyb. ,skf ghtlkj;tyf yfb,jktt ghjcnfz b ghfrnbxyfz ghjwtlehf bccktljdfybz rfxtcndf ,fyrjdcrb[ eckeu. Òfrjt bccktljdfybt gjl cbke ghjdtcnb jlyjve bp cjnhelybrjd ,fyrf, j,hf,jnfnm gjkextyyst lfyyst yf gthcjyfkmyjv rjvgm.ntht c gjvjom. ghjuhfvvs Microsoft Åxcel (r), b ghtlcnfdbnm htpekmnfns herjdjlcnde ,fyrf lkz ghbyznbz htitybq gj cjdthitycndjdfyb. rfxtcndf j,cke;bdfybz d ,fyrt.
Ájktt ckj;yjt b nofntkmyjt bccktljdfybt rfxtcndf j,cke;bdfybz drk.xftn d ct,z nhtnbq 'nfg — bpvthtybt df;yjcnb bkb pyfxbvjcnb rj'aabwbtynjd rfxtcndf lkz gjnht,bntktq. Êhjvt njuj, ceotcnde.n ,jktt ckj;yst dfhbfyns fyfkbpf gjkextyys[ htpekmnfnjd b ,jktt 'aatrnbdyst cgjcj,s ghtptynfwbb lfyys[ . Êfrjq bp 'nb[ gjl[jljd ds,hfnm pfdbcbn jn herjdjlcndf rf;ljuj ,fyrf b, jxtdblyj, jn cntgtyb pfbynthtcjdfyyjcnb d j,tcgtxtybb dscjrjuj rfxtcndf j,cke;bdfybz cdjb[ rkbtynjd.
Î, fdnjht:
Ýlefhl Âkflbvbhjdbx Íjdfnjhjd hf,jnftn ljwtynjv rfatlhs eghfdktybz d Ñfyrn-Ïtnth,ehucrjv Ãevfybnfhyjv Óybdthcbntnt Ïhjacj.pjd. Â 1993 u. pfobnbk jlye bp gthds[ d Ðjccbb rfylblfncrb[ lbccthnfwbq gj vfhrtnbyue eckeu. Ñ 1993 gj 1995 uu. ghj[jlbk cnf;bhjdre d Íblthkfylf[ c ghbce;ltybtv cntgtyb vfubcnhf. C 1995 gj 1999 uu. gjl herjdjlcndjv ghjatccjhjd Ë. Áthhb b Ä. Êhjvgnjyf pfybvfkcz bccktljdfybzvb d j,kfcnb vfhrtnbyuf eckeu d irjkt ,bpytcf Òt[fccrjuj À&Ì Óybdthcbntnf (ÑØÀ), ult dgjcktlcndbb pfobnbk lbccthnfwb. c ghbce;ltybtv cntgtyb ljrnjhf abkjcjabb (Ph.D.). e-mail: enova@mail.ru
ÏÐÈËÎÆÅÍÈÅ
Àlfgnbhjdfyyfz lkz ,fyrjdcrb[ eckeu fyrtnf «SERVQUAL»
×ÀÑÒÜ 1 (ÎÆÈÄÀÍÈß)
ÈÍÑÒÐÓÊÖÈß: Ïhjcbv dscrfpfnm Âfit vytybt jnyjcbntkmyj nt[ rhbnthbtd, rjnjhsv ljk;ys cjjndtncndjdfnm ,fyrjdcrbt eckeub. Äkz jwtyrb bcgjkmpeqnt irfke, ghtlcnfdktyye. yb;t. Åckb Âs gjkyjcnm. cjukfcys c ghtlcnfdktyysv endth;ltybtv, nj j,dtlbnt wbahe 5 yfghjnbd ytuj. Åckb Âs gjkyjcnm. yt cjukfcys c 'nbv endth;ltybtv, nj j,dtlbnt wbahe 1. Îcnfkmyst pyfxtybz (2, 3, 4) jnhf;f.n cntgtym Âfituj ghb,kb;tybz r njq bkb byjq rhfqytq njxrb phtybz.
Ïjkyjcnm. cjukfcty(-yf) |
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Ïjkyjcnm. yt cjukfcty(-yf) |
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Î;. 1. Â 'nb[ ,fyrf[ ljk;ys ,snm cjdhtvtyyst jhunt[ybrf b j,jheljdfybt |
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Î;. 2. Èynthmths gjvtotybq d 'nb[ ,fyrf[ ljk;ys ,snm d jnkbxyjv cjcnjzybb |
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Î;. 3. Ïthcjyfk 'nb[ ,fyrjd ljk;ty ,snm ghbznyjq yfhe;yjcnb b jghznty |
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Î;. 4. Âytiybq dbl byajhvfwbjyys[ vfnthbfkjd (,erktnjd, ghjcgtrnjd) d 'nb[ ,fyrf[ ljk;ty ,snm ghbdktrfntkty |
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Î;. 5. Â 'nb[ ,fyrf[ ljk;ys dsgjkyznmcz j,tofybz jrfpfnm eckeue r yfpyfxtyyjve dhtvtyb |
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Î;. 6. Åckb e rkbtynjd ckexf.ncz ghj,ktvs, nj ,fyrb ljk;ys bcrhtyyt gsnfnmcz b[ htibnm |
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Î;. 7. Ó 'nb[ ,fyrjd ljk;yf ,snm yflt;yfz htgenfwbz |
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Î;. 8. Óckeub 'nb[ ,fyrjd ljk;ys ghtljcnfdkznmcz rkbtynfv frrehfnyj b d chjr |
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Î;. 9. Ýnb ,fyrb ljk;ys bp,tufnm jib,jr b ytnjxyjcntq d cdjb[ jgthfwbz[ |
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Î;.10. Ïthcjyfk 'nb[ ,fyrjd ljk;ty ,snm lbcwbgkbybhjdfyysv |
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Î;.11. Ïthcjyfk 'nb[ ,fyrjd ljk;ty jrfpsdfnm eckeub ,scnhj b jgthfnbdyj |
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Î;.12. Ïthcjyfk 'nb[ ,fyrjd ljk;ty dctulf gjvjufnm rkbtynfv c htitybtv b[ ghj,ktv |
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Î;.13. Ïthcjyfk 'nb[ ,fyrjd ljk;ty ,scnhj htfubhjdfnm yf ghjcm,s rkbtynjd |
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Î;.14. Ìt;le rkbtynfvb b gthcjyfkjv 'nb[ ,fyrjd ljk;yf ceotcndjdfnm fnvjcathf ljdthbz b dpfbvjgjybvfybz |
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Î;.15. Â jnyjitybz[ c nfrbvb ,fyrfvb rkbtyns ljk;ys xedcndjdfnm ct,z ,tpjgfcyj |
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Î;.16. Ïthcjyfk 'nb[ ,fyrjd ljk;ty ,snm dt;kbdsv d jnyjitybz[ c rkbtynfvb |
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Î;.17. Ðerjdjlcndj 'nb[ ,fyrjd ljk;yj jrfpsdfnm dczxtcre. gjllth;re gthcjyfke lkz 'aatrnbdyjuj j,cke;bdfybz rkbtynjd |
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Î;.18. Ê rkbtynfv d 'nb[ ,fyrf[ ljk;ty ghjzdkznmcz bylbdblefkmysq gjl[jl |
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Î;.19. Ïthcjyfk 'nb[ ,fyrjd ljk;ty ghjzdkznm kbxyjt exfcnbt d htitybb ghj,ktv rkbtynjd |
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Î;.20. Ïthcjyfk 'nb[ ,fyrjd ljk;ty pyfnm gjnht,yjcnb cdjb[ rkbtynjd |
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Î;.21. Ïthcjyfk 'nb[ ,fyrjd ljk;ty jhbtynbhjdfnmcz yf ghj,ktvs rkbtynjd |
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Î;.22. ×fcs hf,jns 'nb[ ,fyrjd ljk;ys ,snm elj,ysvb lkz dct[ rkbtynjd |
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Ýlefhl Íjdfnjhjd, Ph.D. dpznj c cfin.ru/press/practical/2001-10/02.shtml
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