Liubov Lipych, Olga Ivankiv Easteuropean National University named by Lesya Ukrainka (Ukraine, Lutsk)

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1 WSEI Scientific Journal series: ECONOMICS, 7(2/2013), s Formation of matrix of interconnections of service quality indices based on the harmonization of the stakeholders interests (on the example of communal enterprise lutskvodokanal ) Tworzenie połączeń sieciowych z macierzy wskaźników jakości usług na podstawie harmonizacji interesów zainteresowanych stron (na przykładzie przedsiębiorstwa komunalnego lutskvodokanal Liubov Lipych, Olga Ivankiv Easteuropean National University named by Lesya Ukrainka (Ukraine, Lutsk) S u m m a r y In the article the method of formation of matrix of interconnections of service quality indices based on the harmonization of the stakeholders interests is described. S t r e s z c z e n i e W tym artykule określona jest metoda tworzenia macierzy wskaźników jakości usług połączeń sieciowych na podstawie harmonizacji interesów zainteresowanych stron K e y w or rd ds : s : Civil interconnections society, development, matrix, quality, ervices, participation, requirements trust, citizen municipality S ł o w a k l u c z o w e : macierz połączeń sieciowych, jakość, usługi, zapotrzebowanie

2 WSEI Scientific Journal series: ECONOMICS, 7(2/2013) 132 Zeszyty Naukowe WSEI seria: EKONOMIA, 7(2/2013) The competition, which is formed in the service market, forces enterprises to seek the new ways of creating products and customer service actively, as their requirements and competencies are constantly increasing. Today consumers see less technical differences between competing goods and services, so it is necessary to create advantages through added value. Thus the main source of the creation of such added value is high quality customer service. In the ideal circumstances, customers will be satisfied if they get what they want, when they want and as they need. Speaking of utilities, consumers will agree that the service of good quality (water without impurities, appropriate heat supply, good housekeeping of adjacent territories, etc.) is important at a time when there is a need for these services. Taking into account current trend, aimed at providing a range of services, which assessment includes a huge number of quality indices of service delivery. The main assessment principle of the proposed method is based on the formation of a representative sample of service quality indices, which is determined by the identification of dependency among the stakeholders requirements and the service quality indices. When giving the range of services for each consumer a package of certain parameters is formed, upon which we can determine the most important requirements. Service parameters include: the desired set (package) of services from the presented complex of the enterprise; the requirements of stakeholders, which fulfillment is necessary to provide the necessary service package; processes of this service package providing. Determination of the basic parameters of services allows, considering the relationship between requirements and indices, to establishing sample of meaningful quality indices from the presented system for each case of services provision. To install this dependency connection matrix is constructed Matrix diagram, where the requirements of involved in the provision of services stakeholders and service quality indicators are presented in graphic form. The purpose of the chart is the image matrix circuit connections and correlations between tasks, functions and features with the release of their relative importance. Therefore in the final line matrix chart expresses compliance of a number of factors and phenomena to the reasons for their occurrence and elimination of their consequences, and also shows the dependence of these factors on their causes and measures to address them. Connections Matrix (Table 1) shows the presence and closeness of ties of components such as stakeholder requirements a 1, a 2... a i service quality indices of b 1, b 2... b j. Communication between the compo-

3 Liubov Lipych, Olga Ivankiv Formation of matrix of interconnections of service quality indices based on the nents in the matrix connections is displayed using special symbols which characterize the degree of closeness of these relationships [1;4]. If the rows of links missing any symbol, it means that the relationship between the requirement a and service quality indices is not available. If the character is absent in the columns of the matrix, the parameter b of the corresponding column has no effect on any of the claims in this line. The symbol that stands at the intersection of row and column matrix diagram indicates not only the connection between the components, but also the closeness of the connection, as shown in the Table 1. Tab. 1. Connections Matrix b 1 b 2 b 3... b j a 1 a 2 a 3... a i where a 1, a 2,... a i and b 1, b 2... b j are the components studied the requirements and indicators, which are characterized by different distress communications: strong, medium, weak. A similar connections matrix is built for establishing mutual influence of quality indices on each other. In this case, the matrix should fill only the lower part of the triangle, separated from the upper diagonal, held at the intersection of matching quality (Table 2). This is because if the previous one input matrix diagram is claims another entrance is quality indicators, now the quality indicators will be against quality.

4 WSEI Scientific Journal series: ECONOMICS, 7(2/2013) 134 Zeszyty Naukowe WSEI seria: EKONOMIA, 7(2/2013) Tab. 2. Matrix of Connections of Quality Indices Quality indices b 1 b 1 b 2 b 3... b j b 2 b 3... b j This approach to assessing the quality of services, based on establishing the relationship between the demands of stakeholders in the enterprise and service quality indicators considering their mutual influence on each other, allows to make decisions about the quality of services on the basis of determining the degree of fulfillment of requirements by minimum set of characteristics to be measured and monitored during the service. Algorithm of decision about the quality of services aimed at the implementation of the proposed method consists of two parts: sampling quality indices for a given service parameters; decision making about the quality of services based on the identified quality indicators that do not meet the specified range of values (the NZD quality indicators). Expectations of consumers are formed on the basis of their existing experience and information derived from direct (personal) or mass (non-personal) information channels. On its basis the consumers choose the manufacturer and after their service provision compare their understanding of the service provided to their expectations. If the idea of the service provided does not meet expectations, customers lose to the company any interest, but if meets or exceeds their expectations, they re turning to this service provider. Customer is always striving for a matching price and quality of services. It should be noted that, as a rule, the buyer of services rarely complains about her higher price than the buyer of materialized product. If he considers the price too high, he simply refuses to buy this service. Dissatisfaction with the service tends to large losses in market share. Therefore, the service provider must know as accurately as possible the needs and expectations of their target consumers. The main goal of any organization is a long-term balanced satisfaction of the interests not only of the final users, but also stakeholders of the enterprise. Often these include customers, suppliers, staff, owners and society.

5 Liubov Lipych, Olga Ivankiv Formation of matrix of interconnections of service quality indices based on the In Section of ISO 9000:2008 stakeholder is understood as a person or a group of individuals interested in performance or success of organization. The concept of the right activities and, moreover, the success is different in each stakeholder. Each of these participants pursues its own goals. From the standpoint of the consumer company is a manufacturer. It is necessary to build a mutually beneficial relationship with it. Thus user is not interested in the internal problems of organization, an outcome is important for him. The consumer believes that the service producer have established good working relationships with its suppliers, employees, owners and society (Fig. 1). Fig. 1. Company in terms of stakeholders [2] a) the system consumer company b) the system provider company c) the system owner company d) the system staff company For vendor the company providing services is a consumer. Its demands should be performed and needs should be met. But this supplier is generally believed that the service producer as a consumer has a problem with their customers, employees, owners and society (Fig. 1b). For the owner the company can be organized in different ways: as a property complex, as a legal entity, as equity. In any of them, he charges the enterprise. When he needs to interact with the company, it appears to him as a working group, staff. And the owner of this interaction has to decide on the required level of competence, and improve staff satisfaction and engagement. This owner rightly

6 136 WSEI Scientific Journal series: ECONOMICS, 7(2/2013) Zeszyty Naukowe WSEI seria: EKONOMIA, 7(2/2013) believes that it is his issue, how to build cooperation with other companies, customers, suppliers and society (Fig. 1c). In terms of personnel for the word company may be many different realities: a source of existence, interesting work, good staff, opportunities for professional growth and so on. But in this case organization faces the worker when it delivers its needs. In case of conflict all the other qualities recede into the background and the organization for the employee is the owner who has to ensure normal working conditions and decent pay. Thus staff is inclined to believe that forming relationships with customers, suppliers, owners and society is an enterprise task (Fig. 1g). Society as a concerned party is represented in a variety of organizations and government agencies that enterprise or results of its operations have an impact. The main objective of the society is to regulate the enterprise in the field of health and safety and environmental protection. The attitude of the stakeholders determines the place of the enterprise on the market. That relationship among the stakeholders are related to the quality of products or services. In the model of stakeholders the driving force of business and the mechanism of their movement come to the forefront That is, the parties do not have the duty to be interested in. Customers, suppliers, owners (investors), staff and society can be indifferent or even negative to a particular company. According to international standards of quality management, a business that wants a long time to be in the market should by all means seek commitment of stakeholders, ensuring continuous improvement of satisfaction. Ideally, the company operates in a harmonious environment of stakeholders. That is this interest is balanced and does not create distortions. It is important to note that stakeholders are the only source of life force for the company. And if any interest is not sufficient, it has to compensate by the other [3]. In order to harmonize and satisfy the interests of all stakeholders for public utility Lutskvodokanal we developed a matrix of interconnections of customer s requirements, public, staff and owners of the company by the method as described above.

7 Liubov Lipych, Olga Ivankiv Formation of matrix of interconnections of service quality indices based on the Tab. 3. Matrix of Interconnections of Stakeholders of CE Lutskvodokanal Requirements Requirements of consumers and society Water Quality 24h delivery Quality of equipment for water supply Affordable price Execution of contract Flexibility of service Integrity of services Highly qualified staff Confidence in the Company Compliance with legislation Requirements of staff and owners Wage increases Staff Motivating Schedule Profession and career Social package Work security Increase the volume of work Cost Reduction The growth of profits Thus, the activities and success of the organization are determined by the attitude of stakeholders to it. That is, the activities of the company must include specific mechanisms for monitoring and meeting the needs of stakeholders. To monitor the degree of satisfaction, it is necessary first to identify the needs and expectations of each stakeholder group. Bibliography 1. Барабанова О. А., Васильев В. А., Москалев П. В. Семь инструментов управления качеством. Бенчмаркинг. Развертывание функции качества. -М.: Изд-во «МАТИ» РГТУ им. К.Э.Циолковского, 2003, 48с. 2. Брандин В. А. Бизнес-модель XXI века глазами заинтересованных сторон. КОМПАС промышленной реструктуризации. Апрель, с Гончаров В. В. Менеджмент в рамках основных фаз управленческого цикла. М: Изд-во МНИИПУ, с. 4. Семь инструментов качества в Японской экономике. М.: Изд-во стандартов., с.