La percepción de la calidad en el sector de la mensajería urgente
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Publicado
18-09-2018
José Antonio Martínez García
Laura Martínez Caro
Resumen
Esta investigación muestra como, en el servicio de transporte urgente y mensajería, el operador público «Correos» es percibido con una calidad inferior a varios de sus competidores más cercanos: Seur, MRW y Nacex. A pesar de los esfuerzos realizados por esta entidad pública en la mejora de la calidad del servicio, éstos no se ven refl ejados en las evaluaciones de los consumidores, al menos al mismo nivel que sus competidores. Estos resultados han sido obtenidos tras la utilización de diferentes metodologías, como la regresión ordinal, la comparación entre grupos o los modelos multinivel. Asimismo, diversas propuestas para futuras investigaciones son comentadas al fi nal del estudio.
Cómo citar
Martínez García, J. A., & Martínez Caro, L. (2018). La percepción de la calidad en el sector de la mensajería urgente. Cuadernos De Gestión, 9(1), 13–30. https://doi.org/10.5295/cdg.19079jm
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Keywords
Calidad percibida, transporte urgente y mensajería, Correos
References
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ATO, M., y LÓPEZ, J. J. (1996). Análisis estadístico para datos categóricos. Madrid, Síntesis.
BABAKUS, E., y BOLLER, G. W. (1992). «An empirical assessment of the SERVQUAL scale». Journal of Business Research, 24, pp. 253-268.
BABAKUS, E., y MANGOLD, D. W. G. (1992). «Adapting the SERVQUAL Scale to Hospital Services: and Empirical Investigating». Health Services Research, 26 (6), pp. 767-786.
BARRETT, P. T. (2005). «What if there were no psychometrics? Commentary on Robert McGrath’s «Constructs, complexity, and measurement» target article». Journal of Personality Assessment, 85 (2), pp. 134-140.
BERGKVIST, L., y ROSSITER, J. R. (2007). «The predictive validity of multiple-item vs single item measures of the same construct». Journal of Marketing Research, 44 (2), Mayo, pp. 175-184.
BITNER, M. J., y HUBBERT, A. R. (1994). «Encounter Satisfaction versus Overall Satisfaction versus Quality». En R. T. Rust, & R. L. Oliver, (Eds.), Service Quality: New Directions in Theory and Practice (pp. 72-94). Thousand Oaks, CA: Sage Publications.
BOULDING, W., KALRA, A., STAELIN, A., y ZEITHAML, V. A. (1993). «A Dynamic Process Model of Service Quality: From Expectations to Behavioural Intentions». Journal of Marketing Research, 30 (February), pp. 7-27.
BOLTON, R., y DREW, J. (1991). «A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes». Journal of Marketing, 55 (January), pp. 1-9.
BRADY, M. K., y CRONIN, J. J. (2001). «Some new thoughts on conceptualizing perceived service quality: a hierarchical approach». Journal of Marketing, 5, pp. 34-49.
BRADY, M. K., CRONIN, J. J., y Brand, R. R. (2002). «Performance-Only Measurement of Service Quality: A Replication and Extension». Journal of Business Research, 55, pp. 17-31.
BROWN, S. W., CHURCHILL, G., y PETER, J. P. (1993). «Improving the Measurement of Service Quality». Journal of Retailing. 69 (1), pp. 127-139.
BUTTE, F. (1996). «SERVQUAL: review, critique, research agenda». European Journal of Marketing, 30 (1), pp. 8-25.
CAMISÓN, C. (1996). «La Calidad como Factor de Competitividad en Turismo: Análisis del Caso Español». Información Comercial Española, 749 (Enero), pp. 99-122.
CARMAN J. (1990). «Consumer perceptions of service quality: an assessment of the SERVQUAL dimensions». Journal of Retailing, 66, pp. 33-35.
COENDERS, G., y SARIS, W. E. (1995). «Categorization and Measurement Quality. The Choice Between Pearson and Polychoric Correlations». En Saris, W. E. y Münnich, Á. (Eds.) The Multitrait-Multimethod Approach to Evaluate Measurement Instruments (pp. 125-144). Budapest, Eötvös University Press.
COHEN, J. (1990). «Things I Have Learned (so far) ». American Psychologist, 49 (12), pp. 997-1003.
COHEN, J. (1988). Statistical power analysis for the behavioural sciences (2ª ed.). Hillsdale, N. J.: Erlbaum.
COHEN, P., COHEN, J., AIKEN, L., y WEST, S. (1999). «The problem of units and the circumstance for POMP». Multivariate Behavioral Research, 34 (3), pp. 315-346.
CRONIN, J. J., BRADY, M. K., y HULT, G. T. M. (2000). «Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioural Intentions in Service environments». Journal of Retailing, 76 (2), pp. 193-218.
CRONIN, J., y TAYLOR, S. (1992). «Measuring Service Quality: a Rexamination and Extension». Journal of Marketing, July, pp. 55-68.
DABHOLKAR, P. A., THORPE, D. I., y RENTZ, J. O. (1996). «A measure of service quality for retail stores: Scale development and validation». Journal of the Academy of Marketing Science, 24(1), pp. 3-16.
DEVLIN, S. J., y DONG, H. K. (1994). «Service Quality from the Customers’ Perspective». Marketing Research, 6 (1), pp. 4-10.
GOLLOB, H. F. y REICHARDT, C. S. (1991). «Interpreting and estimating indirect effects assuming time lags really matter». En L. M. Collins y Horn, J. L. (Eds.), Best methods for the analysis of change: Recent advances, unanswered questions, future directions (pp. 243-259). Washington, DC: American Psychological Association.
GRÖNROOS C. (1994). Marketing y Gestión de Servicios: la Gestión de los momentos de la verdad y la competencia en los servicios. Madrid: Díaz de Santos.
GRÖNROOS, C. (1984). «A service quality model and its marketing implications». European Journal of Marketing, 18 (4), pp. 36-44.
HARLOW, L. L., MULAIK, S. A., y STEIGER, J. H. (1997). What if there were no significance tests?. Hillsdale: Lawrence Erlbaum.
HAYDUK, L. A. (1996). LISREL Issues, Debates and Strategies. Baltimore, MD.: Johns Hopkins University Press.
HAYDUK, L. A., y GLASER, D. N. (2000). «Jiving the four-step, waltzing around factor analysis, and other serious fun». Structural Equation Modeling, 7, pp. 1-35.
JÖRESKOG, K. G. y SÖRBOM, D. (2001). LISREL 8.50. Chicago: Scietifi c Software International.
JOHNS, N, AVCI, T., y KARATEPE, O. (2004). «Measuring Service Quality of Travel Agents: Evidence from Northern Cyprus». The Service Industries Journal, 24 (3), pp. 82-100.
MARKWICK, N., y FILL, C. (1997). «Towards a framework for managing corporate identity». European Journal of Marketing, 31 (5/6), pp. 396-409.
MARTÍNEZ, J. A. y MARTÍNEZ, L. (2008). «Conceptualizing and measuring service quality; Some insights into an ongoing debate». Journal of Retailing and Consumer Services. Bajo revisión.
MARTÍNEZ, L. y MARTÍNEZ, J. A. (2009). «Does ISO 9000 certifi cation affect consumer perceptions of the service provider? ». Managing Service Quality, 19 (2), pp. 140-161.
MITRA, D., y GOLDER, P. N. (2006). «How does objective quality affect perceived quality? Short-term effects, long-term effects, and asymmetries». Marketing Science, 25, pp 230-247.
MCDOUGALL, G. H., y LEVESQUE, T. J. (1994). «A revised view of service quality dimensions: an empirical investigation». Journal of Professional Service Marketing, 11 (1), pp. 189-209.
MITTAL, V., ROSS JR., W. T., y BALDASER, P. M. (1998). «The asymmetric impact of negative and positive attribute-level performance on overall satisfaction and repurchase intentions». Journal of Marketing, 62 (January), pp. 33-47.
MULAIK, S. A., y MILLSAP, R. E. (2000). «Doing the four-step right». Structural Equation Modeling, 7, pp. 36-73.
NAZ, R. (1996). «Experiencia Española en la Aplicación de las Normas ISO de la Serie 9000». Información Comercial Española (ICE), 724 (Diciembre).
PARASURAMAN, A., ZEITHAML, V., y BERRY, L. (1988). «Servqual: A Multiple-Item Scale for measuring Consumer Perceptions of Service Quality». Journal of Retailing, 64 (1), pp. 12-40.
PARASURAMAN, A., ZEITHAML, V., y BERRY, L. (1985). «A Conceptual Model of Service Qua lity and its Implications for Future Research». Journal of Marketing, 49 (Fall), pp. 41-50.
PARASURAMAN, A., ZEITHAML, V., y BERRY, L. (1994). «Alternative Scales for Measuring Service Quality: A Comparative Assessment Based on Psychometric and Diagnostic Criteria». Journal of Retailing, 70 (3), pp. 193-194.
PARDO, A., RUIZ, M. A., y SAN MARTÍN, R. (2007). «Cómo ajustar e interpretar modelos multinivel con SPSS». Psicothema, 18 (2), pp. 308-321.
REE, M. C. y CARRETA, T. R (2006). «The role of measurement error in familiar statistics». Organizational Research Methods, 9 (1), pp. 99-112.
RUST, R. T., y OLIVER, R. L. (1994). «Service quality: insights and managerial implications from the frontier». En Rust, R.T. y Oliver, R.L. (Eds.), Service Quality: New Directions in Theory and Practice (pp. 1-19). Thousand Oaks, Ca: Sage Publications.
RYAN, C., y CLIFF, A. (1997). «Do Travel Agents Measure Up Customer Expectation? An Empirical Investigation of Travel Agencies Service Quality As Measured By Servqual». Journal of Travel and Tourism Marketing, 6 (2), pp. 1-31.
RUST, R. T., INMAN, J. J., JIA, J., y ZAHORIK, A. (1999). «What you don’t know about customer-perceived service quality: The role of customer expectations distributions». Marketing Science, 18 (1), pp. 77-92.
SCHARITZER, D., y KORUNKA, C. (2000). «New Public Management: Evaluating the Success of Total Quality Management and Change Management Interventions in Public Services from the Employees’ and Customers’ Perspectives». Total Quality Management, 11 (September), pp. 941-954.
SHIV, B., CARMON, Z., y ARICLY, D. (2005). «Placebo effects of marketing actions: consumers may get what they pay for». Journal of Marketing Research, 42 (November), pp. 383-393.
STEIGER, J. H. (2004). «Beyond the F-test: Effect Size Confi dence Intervals and Tests of Close Fit in the Analysis of Variance and Contrast Analysis». Psychological Methods, 9, pp. 164-182.
SURESHGHANDAR G. S., CHANDRASEKHARAN R., y ANANTHARAMAN R. N. (2002). «The Relationship between Management’s Perception of Total Quality Service and Customer Perceptions of Service Quality». Total Quality Management, 13 (1), pp. 69-88.
TEAS, R. (1993). «Expectations, performance evaluation, and consumer’s perceptions of quality». Journal of Marketing, 57, pp. 18-34.
TEAS, R. (1994). «Expectations as a Comparison Standard in Measuring Service Quality: An Asses ment of a Reassessment». Journal of Marketing, 58 (January), pp. 132-139.
VERMUNT, J. K. y MAGIDSON, J. (2005). Latent GOLD 4.0 User’s Guide. Belmont, Massachusetts: Statistical Innovations Inc.
ATO, M., y LÓPEZ, J. J. (1996). Análisis estadístico para datos categóricos. Madrid, Síntesis.
BABAKUS, E., y BOLLER, G. W. (1992). «An empirical assessment of the SERVQUAL scale». Journal of Business Research, 24, pp. 253-268.
BABAKUS, E., y MANGOLD, D. W. G. (1992). «Adapting the SERVQUAL Scale to Hospital Services: and Empirical Investigating». Health Services Research, 26 (6), pp. 767-786.
BARRETT, P. T. (2005). «What if there were no psychometrics? Commentary on Robert McGrath’s «Constructs, complexity, and measurement» target article». Journal of Personality Assessment, 85 (2), pp. 134-140.
BERGKVIST, L., y ROSSITER, J. R. (2007). «The predictive validity of multiple-item vs single item measures of the same construct». Journal of Marketing Research, 44 (2), Mayo, pp. 175-184.
BITNER, M. J., y HUBBERT, A. R. (1994). «Encounter Satisfaction versus Overall Satisfaction versus Quality». En R. T. Rust, & R. L. Oliver, (Eds.), Service Quality: New Directions in Theory and Practice (pp. 72-94). Thousand Oaks, CA: Sage Publications.
BOULDING, W., KALRA, A., STAELIN, A., y ZEITHAML, V. A. (1993). «A Dynamic Process Model of Service Quality: From Expectations to Behavioural Intentions». Journal of Marketing Research, 30 (February), pp. 7-27.
BOLTON, R., y DREW, J. (1991). «A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes». Journal of Marketing, 55 (January), pp. 1-9.
BRADY, M. K., y CRONIN, J. J. (2001). «Some new thoughts on conceptualizing perceived service quality: a hierarchical approach». Journal of Marketing, 5, pp. 34-49.
BRADY, M. K., CRONIN, J. J., y Brand, R. R. (2002). «Performance-Only Measurement of Service Quality: A Replication and Extension». Journal of Business Research, 55, pp. 17-31.
BROWN, S. W., CHURCHILL, G., y PETER, J. P. (1993). «Improving the Measurement of Service Quality». Journal of Retailing. 69 (1), pp. 127-139.
BUTTE, F. (1996). «SERVQUAL: review, critique, research agenda». European Journal of Marketing, 30 (1), pp. 8-25.
CAMISÓN, C. (1996). «La Calidad como Factor de Competitividad en Turismo: Análisis del Caso Español». Información Comercial Española, 749 (Enero), pp. 99-122.
CARMAN J. (1990). «Consumer perceptions of service quality: an assessment of the SERVQUAL dimensions». Journal of Retailing, 66, pp. 33-35.
COENDERS, G., y SARIS, W. E. (1995). «Categorization and Measurement Quality. The Choice Between Pearson and Polychoric Correlations». En Saris, W. E. y Münnich, Á. (Eds.) The Multitrait-Multimethod Approach to Evaluate Measurement Instruments (pp. 125-144). Budapest, Eötvös University Press.
COHEN, J. (1990). «Things I Have Learned (so far) ». American Psychologist, 49 (12), pp. 997-1003.
COHEN, J. (1988). Statistical power analysis for the behavioural sciences (2ª ed.). Hillsdale, N. J.: Erlbaum.
COHEN, P., COHEN, J., AIKEN, L., y WEST, S. (1999). «The problem of units and the circumstance for POMP». Multivariate Behavioral Research, 34 (3), pp. 315-346.
CRONIN, J. J., BRADY, M. K., y HULT, G. T. M. (2000). «Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioural Intentions in Service environments». Journal of Retailing, 76 (2), pp. 193-218.
CRONIN, J., y TAYLOR, S. (1992). «Measuring Service Quality: a Rexamination and Extension». Journal of Marketing, July, pp. 55-68.
DABHOLKAR, P. A., THORPE, D. I., y RENTZ, J. O. (1996). «A measure of service quality for retail stores: Scale development and validation». Journal of the Academy of Marketing Science, 24(1), pp. 3-16.
DEVLIN, S. J., y DONG, H. K. (1994). «Service Quality from the Customers’ Perspective». Marketing Research, 6 (1), pp. 4-10.
GOLLOB, H. F. y REICHARDT, C. S. (1991). «Interpreting and estimating indirect effects assuming time lags really matter». En L. M. Collins y Horn, J. L. (Eds.), Best methods for the analysis of change: Recent advances, unanswered questions, future directions (pp. 243-259). Washington, DC: American Psychological Association.
GRÖNROOS C. (1994). Marketing y Gestión de Servicios: la Gestión de los momentos de la verdad y la competencia en los servicios. Madrid: Díaz de Santos.
GRÖNROOS, C. (1984). «A service quality model and its marketing implications». European Journal of Marketing, 18 (4), pp. 36-44.
HARLOW, L. L., MULAIK, S. A., y STEIGER, J. H. (1997). What if there were no significance tests?. Hillsdale: Lawrence Erlbaum.
HAYDUK, L. A. (1996). LISREL Issues, Debates and Strategies. Baltimore, MD.: Johns Hopkins University Press.
HAYDUK, L. A., y GLASER, D. N. (2000). «Jiving the four-step, waltzing around factor analysis, and other serious fun». Structural Equation Modeling, 7, pp. 1-35.
JÖRESKOG, K. G. y SÖRBOM, D. (2001). LISREL 8.50. Chicago: Scietifi c Software International.
JOHNS, N, AVCI, T., y KARATEPE, O. (2004). «Measuring Service Quality of Travel Agents: Evidence from Northern Cyprus». The Service Industries Journal, 24 (3), pp. 82-100.
MARKWICK, N., y FILL, C. (1997). «Towards a framework for managing corporate identity». European Journal of Marketing, 31 (5/6), pp. 396-409.
MARTÍNEZ, J. A. y MARTÍNEZ, L. (2008). «Conceptualizing and measuring service quality; Some insights into an ongoing debate». Journal of Retailing and Consumer Services. Bajo revisión.
MARTÍNEZ, L. y MARTÍNEZ, J. A. (2009). «Does ISO 9000 certifi cation affect consumer perceptions of the service provider? ». Managing Service Quality, 19 (2), pp. 140-161.
MITRA, D., y GOLDER, P. N. (2006). «How does objective quality affect perceived quality? Short-term effects, long-term effects, and asymmetries». Marketing Science, 25, pp 230-247.
MCDOUGALL, G. H., y LEVESQUE, T. J. (1994). «A revised view of service quality dimensions: an empirical investigation». Journal of Professional Service Marketing, 11 (1), pp. 189-209.
MITTAL, V., ROSS JR., W. T., y BALDASER, P. M. (1998). «The asymmetric impact of negative and positive attribute-level performance on overall satisfaction and repurchase intentions». Journal of Marketing, 62 (January), pp. 33-47.
MULAIK, S. A., y MILLSAP, R. E. (2000). «Doing the four-step right». Structural Equation Modeling, 7, pp. 36-73.
NAZ, R. (1996). «Experiencia Española en la Aplicación de las Normas ISO de la Serie 9000». Información Comercial Española (ICE), 724 (Diciembre).
PARASURAMAN, A., ZEITHAML, V., y BERRY, L. (1988). «Servqual: A Multiple-Item Scale for measuring Consumer Perceptions of Service Quality». Journal of Retailing, 64 (1), pp. 12-40.
PARASURAMAN, A., ZEITHAML, V., y BERRY, L. (1985). «A Conceptual Model of Service Qua lity and its Implications for Future Research». Journal of Marketing, 49 (Fall), pp. 41-50.
PARASURAMAN, A., ZEITHAML, V., y BERRY, L. (1994). «Alternative Scales for Measuring Service Quality: A Comparative Assessment Based on Psychometric and Diagnostic Criteria». Journal of Retailing, 70 (3), pp. 193-194.
PARDO, A., RUIZ, M. A., y SAN MARTÍN, R. (2007). «Cómo ajustar e interpretar modelos multinivel con SPSS». Psicothema, 18 (2), pp. 308-321.
REE, M. C. y CARRETA, T. R (2006). «The role of measurement error in familiar statistics». Organizational Research Methods, 9 (1), pp. 99-112.
RUST, R. T., y OLIVER, R. L. (1994). «Service quality: insights and managerial implications from the frontier». En Rust, R.T. y Oliver, R.L. (Eds.), Service Quality: New Directions in Theory and Practice (pp. 1-19). Thousand Oaks, Ca: Sage Publications.
RYAN, C., y CLIFF, A. (1997). «Do Travel Agents Measure Up Customer Expectation? An Empirical Investigation of Travel Agencies Service Quality As Measured By Servqual». Journal of Travel and Tourism Marketing, 6 (2), pp. 1-31.
RUST, R. T., INMAN, J. J., JIA, J., y ZAHORIK, A. (1999). «What you don’t know about customer-perceived service quality: The role of customer expectations distributions». Marketing Science, 18 (1), pp. 77-92.
SCHARITZER, D., y KORUNKA, C. (2000). «New Public Management: Evaluating the Success of Total Quality Management and Change Management Interventions in Public Services from the Employees’ and Customers’ Perspectives». Total Quality Management, 11 (September), pp. 941-954.
SHIV, B., CARMON, Z., y ARICLY, D. (2005). «Placebo effects of marketing actions: consumers may get what they pay for». Journal of Marketing Research, 42 (November), pp. 383-393.
STEIGER, J. H. (2004). «Beyond the F-test: Effect Size Confi dence Intervals and Tests of Close Fit in the Analysis of Variance and Contrast Analysis». Psychological Methods, 9, pp. 164-182.
SURESHGHANDAR G. S., CHANDRASEKHARAN R., y ANANTHARAMAN R. N. (2002). «The Relationship between Management’s Perception of Total Quality Service and Customer Perceptions of Service Quality». Total Quality Management, 13 (1), pp. 69-88.
TEAS, R. (1993). «Expectations, performance evaluation, and consumer’s perceptions of quality». Journal of Marketing, 57, pp. 18-34.
TEAS, R. (1994). «Expectations as a Comparison Standard in Measuring Service Quality: An Asses ment of a Reassessment». Journal of Marketing, 58 (January), pp. 132-139.
VERMUNT, J. K. y MAGIDSON, J. (2005). Latent GOLD 4.0 User’s Guide. Belmont, Massachusetts: Statistical Innovations Inc.
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