XIZMAT KOʻRSATUVCHI SUBYEKTLARNING RAQOBATBARDOSHLIGINI BELGILOVCHI OMILLAR TIZIMINI ANIQLASH VA XIZMAT SIFATI QIYMAT TAKLIFI MIJOZ TAJRIBASI BREND KAPITALI HAMDA TEZKORLIK INDIKATORLARI ASOSIDA BAHOLASH
Kalit so'zlar
https://doi.org/10.47390/SPR1342V6I2Y2026N11Kalit so'zlar
raqobatbardoshlik; xizmat sifati; qiymat taklifi; mijoz tajribasi; brend kapitali; tezkorlik; SERVQUAL/SERVPERF; NPS; indeks; PLS-SEM.Annotasiya
Ushbu maqolada xizmat koʻrsatuvchi subyektlar (servis korxonalari) raqobatbardoshligini belgilovchi omillar tizimi konseptual va empirik yondashuvlar asosida aniqlanadi hamda raqobatbardoshlik xizmat sifati, qiymat taklifi, mijoz tajribasi, brend kapitali va tezkorlik (responsiveness/speed) indikatorlari integratsiyasi orqali baholash metodologiyasi taklif etiladi. Tadqiqot nazariy asos sifatida xizmat-dominant mantiq, xizmat foyda zanjiri (service-profit chain), resurslarga asoslangan yondashuv va brend kapitali konsepsiyalariga tayanadi. Amaliy qismda oʻlchashning operatsion modeli ishlab chiqilib, indikatorlar boʻyicha soʻrovnoma (Likert shkalasi), operatsion maʼlumotlar (kutish vaqti, yetkazib berish vaqti, javob berish tezligi), shuningdek bozor natijalariga yaqin proksi koʻrsatkichlar (qayta xarid niyati, tavsiya ehtimoli) bir tizimga birlashtiriladi. Natijalar boʻlimida omillar tizimi (makro–mezo–mikro), indikatorlar matritsasi, indeks hisoblash algoritmi, hamda PLS-SEM (yoki SEM) yondashuviga mos namunaviy natijalar jadvallar va rasmlar orqali taqdim etiladi. Yakunda xizmat korxonalari uchun raqobatbardoshlikni oshirishda qaysi “haydovchi omillar” (drivers) ustuvorligi va ularni oʻlchashning shaffof, takrorlanadigan (replicable) protokoli boʻyicha amaliy tavsiyalar beriladi.
Manbalar
1. Aaker, David A. 1991. Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.
2. Barney, Jay. 1991. “Firm Resources and Sustained Competitive Advantage.” Journal of Management 17(1): 99–120.
3. Hair, Joseph F., G. Tomas M. Hult, Christian M. Ringle, and Marko Sarstedt. 2019. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 2nd ed. Thousand Oaks, CA: Sage.
4. Heskett, James L., Thomas O. Jones, Gary W. Loveman, W. Earl Sasser Jr., and Leonard A. Schlesinger. 1994. “Putting the Service-Profit Chain to Work.” Harvard Business Review 72(2): 164–174.
5. Keller, Kevin Lane. 1993. “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity.” Journal of Marketing 57(1): 1–22.
6. OECD. 2008. Handbook on Constructing Composite Indicators: Methodology and User Guide. Paris: OECD Publishing.
7. Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry. 1988. “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.” Journal of Retailing 64(1): 12–40.
8. Pine, B. Joseph II, and James H. Gilmore. 1998. “Welcome to the Experience Economy.” Harvard Business Review 76(4): 97–105.
9. Porter, Michael E. 1985. Competitive Advantage: Creating and Sustaining Superior Performance. New York: Free Press.
10. Reichheld, Frederick F. 2003. “The One Number You Need to Grow.” Harvard Business Review 81(12): 46–54.
11. Stalk, George Jr., and Thomas M. Hout. 1990. Competing Against Time: How Time-Based Competition Is Reshaping Global Markets. New York: Free Press.
12. Vargo, Stephen L., and Robert F. Lusch. 2004. “Evolving to a New Dominant Logic for Marketing.” Journal of Marketing 68(1): 1–17.
13. Zeithaml, Valarie A. 1988. “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence.” Journal of Marketing 52(3): 2–22.
