Abstract. Keywords: SERVICES, SERVICE QUALITY, CUSTOMER PERCEPTIONS AND EXPECTATIONS OF CUSTOMERS. Introduction

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1 Research on Effect of The Quality of Services Applied by The Port and Maritime Organization (P.M.O.) and Expectations of The Transport (Sea and Land) Companies on Base of SERVQUAL Questionnaire (Case Study PMO activities in GILAN) Shahram Gilaninia Department of Industrial Management, Islamic Azad University, Rasht Branch, Rasht, Iran Kamyar sayad haghighi M.A. of Business Management, Islamic Azad University Rasht Branch, Rasht, Iran (Corresponding Author) Abstract In today's turbulent world that transportation is one of the main factors affecting the economy of the country will and any country that is a leader in the field of transportation and fuel can maneuver better and be more competitive internationally. In our country it is the duty of the Ministry of Roads and Urban Development, That different sectors of road transport, air transport, maritime transport is the responsibility of the shipping PMO with Iran. The researcher in this study to evaluate the quality of services provided by the General Directorate of Ports and Maritime Transport Companies in the province, The main hypothesis of this study established that the expectations and perceptions of service quality transportation companies PMO office are different. Keywords: SERVICES, SERVICE QUALITY, CUSTOMER PERCEPTIONS AND EXPECTATIONS OF CUSTOMERS. Introduction The global economy has witnessed significant growth over the last decade and transportation industry as well as the integral role of trade and the global economy is growing and excellence; Shipping and logistics costs are forecast to reach $ 2014 billion over five thousand and This reflects the impact of transport costs in the transport of goods and materials (RahimAbadi 1995); Nevertheless, the transportation industry has been divided. Road transport, sea transport and air transport of the division that for each of the types of charges applicable to investigate the cost is higher; Charge of the shipping industry, ports and seafaring organizations in Iran; Which is a subset of the Ministry of Works and Urban Development The role of service quality, improve service, and a variety of services... In the field of maritime transport with the organization. (Skaran 2002) COPY RIGHT 2013 Institute of Interdisciplinary Business Research 437

2 The issue expression of research As one of the pillars of Transportation Services, the leading and fundamental role in the development of national economy, economic development and facilitate global trade has And includes activities that are widely in all economic activities, current and undeniably plays a role(barghmadi, 2011), The twentyyear outlook for the nation and the fifth development plan should be an essential step in the field of oil and non-oil exports take that Subdivision of transport in achieving these goals is increasing (Gilaninia2011) The main problem of this study was to investigate the impact of quality of service provided by the General Directorate of Ports and seafaring. Province on expectations of firm transportation (using SERVQUAL model). Previous research The relationship between service quality and customer satisfaction in Karaj, Iran Khodro agencies By Seyed Keshavarz wrote a dissertation in 2007 and was presented at the university. The results showed that the ratio between customer expectations of service quality dimensions (tangibles, reliability, accountability, assurance and empathy) there is a negative correlation. Also the evaluation of the quality of customer service, there is a positive correlation. (Keshavarz, 2007). Measuring the quality of social services in terms of personnel This article by the doctor Seyed Reza SeyedJavadian and Masoud Almasi conclusions presented in the 2003 study indicates that the employees believe that their organization's performance is below expectations of customers and in fact providers to assess the quality of services provided at a low level. (Seyed Javadein and Almasi, 2003). Using the gap model of service quality (Srkoal) in hospital Rasoul Akram By the toxicity of the light in In both perception and expectation, most Pnchganh out the dimensions of service quality, reliability can be seen in the next And then answer the training size, tangibility, assurance and empathy ability, lower scores were obtained. (Nouri, 2006). Review of service quality and its relationship to efficacy Carried out by a doctor Mohammad Bagher Gorji in 2008 shows that the main hypothesis 1: Between their understanding of client expectations of service quality, there are significant differences between two main hypotheses: COPY RIGHT 2013 Institute of Interdisciplinary Business Research 438

3 Significant relationship between the dimensions of service quality and effectiveness of the organization there. Also, the dimensions of accountability, reliability and warranty and guarantee effectiveness, there is a significant relationship While the physical aspects of, and empathy with the effectiveness of such a relationship was found. (Gorji, 2008). Theoretical Research Services include carrying out a series of benefits for customers or clients offers (Simmons 2004) Quality of Service: is defined as the difference between perceptions and expectations of customers are served. (Parasuraman, 2004) Customer perception: is the customer's subjective assessment of the actual experience of serving in this research indicate that the situation.(zareh et al, 2009) Customer expectations: The performance indicators for the organization's customer service will compare it with their own experiences and in this research indicate expectations of companies and land transport services is Guilan Ports and Maritime Administration.(Boulten, 2011) Models of Research Figure 1 : Model of Research COPY RIGHT 2013 Institute of Interdisciplinary Business Research 439

4 The research hypotheses The main-hypothesis : There is a difference between transportation companies expectations and perceptions from service quality dimension of ports and maritime general directorate in Gilan The first Sub-hypothesis : There is a difference between transportation companies expectations and perceptions from the reliability dimension than The second Sub-hypothesis : There is a difference between transportation companies expectations and perceptions from respond dimension than ports and maritime general directorate in Gilan The third Sub-hypothesis : There is a difference between transportation companies expectations and perceptions from tangible factors dimension than The fourth Sub-hypothesis : There is a difference between transportation companies expectations and perceptions from assurance dimension than ports and maritime general directorate in Gilan The fifth Sub-hypothesis : There is a difference between transportation companies expectations and perceptions from having empathy dimension than Research Methodology The aim of this study was the type of applied research is being conducted, and the study was descriptive - survey of the field of data collection. The study population consisted of all small business firms and organizations in the province, in this study, questionnaires were used to conduct field studies(khaki 2004). Thus, based on the objectives and research questions, the questionnaire was designed to gather research tools in this study, non-probability sampling (random) is used. Questionnaire to collect data in this research is used. (HafezNia 2004) Validated of Questionnaire Because alpha is usually pretty good indicator gauges to measure the reliability and internal consistency among its elements, thus, the reliability of the questionnaire used in this study, we evaluated the contribution alpha (Sarmad et al 2008). Alpha results are as follows: COPY RIGHT 2013 Institute of Interdisciplinary Business Research 440

5 Table 1: Cronbach's alpha coefficients Expected Status of Transportation Companies Methods of data analysis Cronbach's alpha Reliability Accountability Tangible factors Reliability Empathy Percept Expectations Situation Gilan Ports and Maritime Administration In this study, the data obtained from the sample, descriptive statistics such as mean and standard deviation were used. Inferential statistics were used for data analysis. Test results The first Sub-hypothesis : There is a difference between transportation companies expectations and perceptions from the reliability dimension than words, amount of T obtained for first hypothesis is 9/056 in error level of 0/05. This value based on the results of the t-student, %5 Error and 257 degrees of freedom is equal to 1/96. T obtained for first hypothesis is larger than the table's T. A result hypothesis H 0 is rejected and hypothesis H 1 is accepted. Meaning there are a gap between transportation companies expectations and perceptions from the reliability dimension than ports and maritime general directorate. The second Sub-hypothesis : There is a difference between transportation companies expectations and perceptions from respond dimension than ports and maritime general directorate in Gilan words, amount of T obtained for second hypothesis is 8/084 in error level of 0/05. This value based on the results of the t-student, %5 Error and 257 degrees COPY RIGHT 2013 Institute of Interdisciplinary Business Research 441

6 of freedom is equal to 1/96. T obtained for first hypothesis is larger than the table's T. A result hypothesis H 0 is rejected and hypothesis H 1 is accepted. Meaning there are a gap between transportation companies expectations and perceptions from respond dimension than ports and maritime general directorate. The third Sub-hypothesis : There is a difference between transportation companies expectations and perceptions from tangible factors dimension than words, amount of T obtained for third hypothesis is 9/946 in error level of 0/05. This value based on the results of the t-student, %5 Error and 257 degrees of freedom is equal to 1/96. T obtained for first hypothesis is larger than the table's T. A result hypothesis H 0 is rejected and hypothesis H 1 is accepted. Meaning there are a gap between transportation companies expectations and perceptions from tangible factors dimension than ports and maritime general directorate. The fourth Sub-hypothesis : There is a difference between transportation companies expectations and perceptions from assurance dimension than ports and maritime general directorate in Gilan words, amount of T obtained for fourth hypothesis is 8/01 in error level of 0/05. This value based on the results of the t-student, %5 Error and 257 degrees of freedom is equal to 1/96. T obtained for first hypothesis is larger than the table's T. A result hypothesis H 0 is rejected and hypothesis H 1 is accepted. Meaning there are a gap between transportation companies expectations and perceptions from assurance dimension than ports and maritime general directorate. The fifth Sub-hypothesis : There is a difference between transportation companies expectations and perceptions from having empathy dimension than words, amount of T obtained for fifth hypothesis is 8/68 in error level of 0/05. This value based on the results of the t-student, %5 Error and 257 degrees of freedom is equal to 1/96. T obtained for first hypothesis is larger than the table's T. A result hypothesis H 0 is rejected and hypothesis H 1 is accepted. Meaning there are a gap between transportation companies expectations and perceptions from having empathy dimension than ports and maritime general directorate. COPY RIGHT 2013 Institute of Interdisciplinary Business Research 442

7 The main-hypothesis : There is a difference between transportation companies expectations and perceptions from service quality dimension of ports and maritime general directorate in Gilan Table 2 : Paired Samples Statistics Pair 1 Mean N Std. Deviation Std. Error Mean Expectations Percept Table 3 : Paired Samples Test Paired Differences 95% Confidence Interval of the Difference Sig. (2- Mean Std. Deviation Std. Error Mean Lower Upper t df tailed) Pair 1 Expectations -Percept According to the results obtained, the companie's expected average from quality service with status quo are different with each other and can be seen a gap equal to 378/0 in it. words, amount of T obtained for the main hypothesis is 11/109 in error level of 0/05. This value based on the results of the t-student, %5 Error and 257 degrees of freedom is equal to 1/96. T obtained for the main hypothesis is larger than the table's T. A result hypothesis H 0 is rejected and hypothesis H 1 is accepted. Meaning there is a gap between transportation companies expectations and perceptions from service quality dimension of ports and maritime general directorate and available service quality could not provide transportation companies expected. But amount of gap is not large, and in fifth chapter presents recommendations. Conclusions The results obtained of the statistical analysis shows in all hypotheses there is gap between expected services transport companies and quality of services provided by general directorate PMO. The organization must according to the companie's opinions and available certified experts in the field of systems analysis will minimize this gap. In addition, the organization must set prioritize COPY RIGHT 2013 Institute of Interdisciplinary Business Research 443

8 its services quality for the results obtained from the expectations of companie's transportation. Research Suggestions 1. Companies have more experience in the field of transportation (Above 15 years), increase own relationship with Gilan PMO 2. Gilan PMO increase its communication facilities in land and sea and the use digital satellite network 3. Introduction PMO's all services to companies with provide service system to transportation companies. 4. Integration of services through automation by Gilan PMO for not having false recorded and inaccurate documents by organization Suggestions for future research 1. Evaluation unwillingness to private sector investment In the field of transportation. 2. Study getting the rights and complications by organization from transport company 3. Evaluate level of service provision to companies between organization ports of Iran and other countries 4. Evaluate level of service quality between Gilan PMO and other ports in Iran 5. Evaluate and comparison to objectives of fourth plan law with countrie's fifth development maritime transport industry in Iran 6. Effect of movements in direction of perspective document and overall policy article 44 Research limitations 1. Lack of directly responsible for providing information regarding the organization's service quality 2. Lack of inadequate access to some companies for not having a fixed office in Gilan 3. Lack of cooperation some companies for not having direct responsible for the field of service quality 4. Limited time to do this research 5. Lack of access to some transport companies due to the weak facilities of information technology COPY RIGHT 2013 Institute of Interdisciplinary Business Research 444

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