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PurposeThis paper seeks to provide new solutions to cargo companies’ service quality efforts by integrating different scientific methodologies.Design/methodology/approachStrengths and weaknesses of logistics services of a well known cargo company in Turkey are defined by using a service quality scale (SERVQUAL), service quality attributes are categorized using the Kano model in order to see how well these attributes are able to satisfy customer needs, and findings are transferred to quality function deployment (QFD).FindingsThe findings of the Kano model show that ten of the 27 service quality attributes can be categorized as “attractive”, implying the maximum effect on consumer satisfaction. Through the customer priority level of QFD, the three most important service quality attributes are found to be: VIP Service, informing customers about delivery time before sending, and taking deliveries from customers’ addresses. Also, strengthening information technology infrastructure is the most important technical requirement to focus with the highest technical importance level.Research limitations/implicationsThe study involves only one cargo company, it concerns just Trabzon city center branch offices and its sample includes only individual customers instead of individual and institutional customers together.Practical implicationsOffering a case study, the paper presents a guide for cargo companies to employ different scientific methodologies in their service quality development efforts.Originality/valueIntending to offer scientific approaches to cargo companies as a tool of development in their practical procedures, the paper tries to bridge the current gap between academicians and practitioners and adds to the relatively limited theoretical literature.

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PurposeIn response to global competitive challenges, universities recently started developing better strategies for branding. Branding has been used as a differentiation strategy for higher education institutions. As the number of universities (public and private) has increased, so has the competition for students, the universities in Turkey have faced similar challenges. The main objective of this study is to investigate, from the students' perspective, the role of interactions of brand equity dimensions in creating a strong university brand.Design/methodology/approachCompiling from the literature, the study used a survey instrument to collect data at a comprehensive public university in Turkey. To assure representation of students across the campus, the sample included students at freshmen, sophomore, junior, senior and graduate levels from all major colleges.FindingsBased on 1,300 usable surveys from students across all colleges of a major state university, the PLS-SEM model revealed significant relationships among the brand equity dimensions of brand awareness, perceived quality, brand association, learning environment, emotional environment, brand trust, brand loyalty and university reputation. These brand dimensions collectively and/or individually influence the students' university learning experiences that may result in creating strong university brand equity.Research limitations/implicationsThe study was conducted at a government-owned university in Turkey capturing only students' perceptions. Future research could benefit from perceptions of other stakeholders like faculty, staff, alumni, and parents and testing the relationships for different types of universities. This study discusses the implications for developing university branding strategies.Originality/valueThe study empirically tests the validity and effects of the university brand equity dimensions with Turkish university students using structural equation modeling (SEM). It confirms that the measures of brand equity dimensions are also applicable in a different country.

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