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Quality of Experience From the Viewpoint of Electronic Logistics Network

The term quality of experience (QoE) encompasses the concepts of overall level of customers pleasure on a particular service or a product. The term most commonly seen in marketing discipline and tourism discipline. This paper is a positive attempt to create consciousness on customer experience. Customer experience is not only for the hotels, stores whom welcomes customers directly but it is also important for the companies, industries who welcome and serve customers directly or indirectly. This study evaluates the perception of customer experience with taking a special project ETA (in Turkish: Elektronik Tasimacilik Agi / in English: E-Logistics Network), a subsidiary of Borusan Logistics Group, as a case study. ETA is a e-logistics platform that bring SME customers and truckers together. Since ETA has users who aren’t familiar with computers, a customer experience research on ETA gave significant opportunuties in terms of ETA’s improvement. The research took place with ETA’s four old customers, four potential customers, four old truckers and four truckers that were uncooperated. Sixteen participants were allocated into two focus groups: customers and truckers. Twenty questions were answered by sixteen participants. It was concluded that QoE practices can provide remarkable improvements for companies which wants to hear the voice of customers more clear and rescue its current systems from complexity. In this study, a literature review, customer and trucker interviews and direct observations were performed to define the opportunities for e-logistics services, mobile application and website of ETA.