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Öğrenme Yönlülüğün Müşteri Yönlülük Üzerine Etkileri

Year 2008, Issue: 30, 169 - 192, 01.07.2008

Yrd. doç. Dr. Atılhan Naktiyok Araş. Gör. M. Kürşat Timuroğlu

Abstract

Bu araştırmada; öğrenme yönlülüğün müşteri yönlülük üzerine etkileri sorgulanmaktadır. Çalışmada; öğrenme yönlülük, müşteri yönlülük ve bunlar arasındaki ilişki açıklanmış, buna ek olarak işletmeler üzerinde uygulamalı bir araştırma yapılmıştır. Öğrenme yönlülük ve müşteri yönlülüğün, iş hayatındaki yeri ve önemi anlatılmış, konu tüm boyutları ile ortaya konulmuştur. Araştırma sonuçları, önceki çalışmaları ve bu araştırmanın temel amacını destekler biçimde öğrenme yönlülük ile müşteri yönlülük arasında pozitif yönlü ve anlamlı bir ilişki olduğunu göstermektedir

Keywords

Anahtar kavramlar: Öğrenme yönlülük Müşteri yönlülük

References

  • AKARSU, Timur; (2004), “Bilgi Yönetimi, Strateji ve CRM”, CRMpro Dergi- si, Kasım Sayısı, ss.6-7.
  • ALDERSON, A. D. ve Fahir İZ; (1978), The Oxford English-Turkish Dictionary, İkinci Baskı, ABC Kitabevi, İstanbul, 620s.
  • ARICIOĞLU, M. Atilla; (2003), “Rekabet Yönetime Neler Öğretir?”, Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 10, ss. 227-237.
  • BAKER, William E. ve James M. SİNKULA; (1999), “The Synergistic Effect of Market Orientation and Learning Orientation on Organizational Performance”, Journal of the Academy of Marketing Science, 27(4), ss. 411-427
  • BRANNBACK, Malin; (1999), “The Concept of Customer-Orientation and Its Implication for Competence Development”, Turku School of Economics and Business Administration Department of Marke- ting Technical Reports, 1, ss. 1-18.
  • CALANTONE, Roger J.; S. Tamer ÇAVUŞGİL ve Yushan ZHAO; (2002), “Learning orientation, firm innovation capability, and firm performance”, Industrial Marketing Management, 31, ss. 515- 524.
  • CAMPBELL, Alexandra J.; (2003), “Creating customer knowledge competence: managing customer relationship management programs strategically”, Industrial Marketing Management, 32, ss. 375– 383.
  • CHENHALL, Robert H.; (2005), “Integrative strategic performance measurement systems, strategic alignment of manufacturing, learning and strategic out comes: an exploratory study”, Accounting, Organizations and Society, 30, ss. 395–422.
  • DAY, George S.; (2006), “Aligning the Organization with the Market”, MITSloan Management Review, 48(1), ss. 40-50.
  • EMDEN, Zeynep; Atilla YAPRAK ve S. Tamer ÇAVUSGİL; (2005), “Learning from experience in international alliances: antecedents and firm performance implications”, Journal of Business Research, 58, ss. 883– 892.
  • ERDİL, Sabri; Oya ERDİL ve Halit KESKİN; (2005), “The Relatıonshıps Between Market Orıentatıon, Fırm Innovatıveness and Innovatıon Performance”, Journal of Global Business and Technology, 1(1), ss. 1-11.
  • EREN, Erol; (2001), Örgütsel Davranış ve Yönetim Psikolojisi, Yedinci Bas- kı, Beta Yayınevi, İstanbul, 622s.
  • GEL, Oğuz C.; (2003), CRM Yolculuğu, 2. Baskı, Sistem Yayıncılık, İstanbul, 220s.
  • GUENZİ, Paolo ve Gabriele TROİLO; (2007), “The joint contribution of mar- keting and sales to the creation of superior customer value”, Journal of Business Research, 60, ss. 98–107.
  • HALSEY, William D.; (1988), Macmillan Contemporary Dictionary, Birinci Baskı, ABC Kitabevi, İstanbul, 1158s.
  • HARRİS, Eric G.; John C. MOWEN ve Tom J. BROWN; (2005), “Re- examining Salesperson Goal Orientations: Personality Influencers, Customer Orientation, and Work Satisfaction”,Journal of the Academy of Marketing Science, 33(1), ss. 19-35.
  • HULT, Tomas M.; David J. KETCHEN ve Taco H. REUS; (2001),“Organizational learning capacity and internal customer orientation within strategic sourcing units”,Journal of Quality Management, 6, ss.173–192
  • HULT, Tomas M.; Ernest L. NİCHOLS; Larry C. GİUNİPERO ve Robert F. HURLEY; (2000), “Global organizational learning in the supply chain: A low versus high learning study”, Journal of International Marketing, 8(3), ss. 61-83
  • HULT, Tomas M. ve O. C. FERRELL; (1997), “A Global Learning Organization Structure and Market Information Processing”, Journal of Business Research, 40, ss. 155-166.
  • HULT, Tomas M.; O. C. FERRELL ve Robert F. HURLEY; (2002), “Global organizational learning effects on cycle time performance”, Journal of Business Research, 55, ss. 377-387.
  • İSTANBUL SANAYİ ODASI, İnternet Adresi: http://www.iso.org.tr/en/ 500buyuk_2.asp, Erişim Tarihi: 14.06.2007.
  • JIMENEZ, Daniel ve Juan G. NAVARRO; (2006), “The performance effect of organizational learning and market orientation”, Industrial Marke- ting Management, 36, ss. 1-15.
  • JUDD, Vaughan C.; (2003), “Achieving a customer orientation using people - power, the 5th P”, European Journal of Marketing, 37(10), ss. 1301-1313.
  • KLIMECKI, Ruediger ve Hermann LASSLEBEN; (1998), “Modes of Organizational Learning”, Management Learning, 29(4), ss. 405- 430.
  • KOBİFİNANS, İnternet Adresi: http://www.kobifinans.com.tr/bilgi_merkezi/ 020708 /13408, Erişim Tarihi: 21.06.2007.
  • KOÇ, Umut; (2004), “Komplekslik Yaklaşımı ve Bilgi Yönetimi”, 3. Ulusal Bilgi, Ekonomi ve Yönetim Kongresi, Eskişehir, 25–26 Kasım 2004, Osmangazi Üniversitesi Yayınları No: 108, 419 – 432.
  • KOÇEL, Tamer; (2005), İşletme Yöneticiliği, 10. Baskı, Arıkan Basımevi, İstanbul, 760s.
  • KOZLU, Cem M.; (1998), Uluslararası Pazarlama, 6. Baskı, Türkiye İş Ban- kası Kültür Yayınları, Tisamat Basım, Ankara, 282s.
  • KYRİAKOPOULOS, Kyriakos ve Christine MOORMAN; (2004), “Tradeoffs in marketing exploitation and exploration strategies: The overlooked role of market orientation”, International Journal of Research in Marketing, 21, ss. 219–240.
  • LAMM, Rolene ve Lewis RAMON, (1999), “The Interpersonal Relationship in Doctoral Supervison”, Paper Presented at Aare-Nzare Conference, Melbourne, ss. 13.
  • LIU, Sandra S.; Xueming LUO ve Yi-Zheng SHİC; (2002), “Integrating customer orientation, corporate entrepreneurship, and learning orientation in organizations -in-transition: an empirical study”, International Journal of Research in Marketing, 19, ss. 367-382.
  • MEHTA, Rajiv; Pia POLSA; Jolanta MAZUR; Fan XİUCHENG ve Alan J. DUBİNSKY (2006), “Strategic alliances in international distribution channels”, Journal of Business Research, 59, ss. 1094–1104.
  • MORGAN, Robert E. ve Christopher R. TURNELL; (2001), “Market-Based Organızatıonal Learnıng: Busıness Performance Gaıns In Fınancıal Servıces Organızatıons”, School of Management and Business, Aberystwyth University of Wales, Research Paper No: 2001-11, ss.1-40.
  • MOURITSEN, Jan; (1997), “Margınalızıng The Customer: Customer Orıentatıon, Qualıty And Accountıng Performance”, Scandinavian Journal of Management, 13(1), ss. 5-18
  • NGUYEN, Tho D.; Nigel J. BARRETT ve Richard FLETCHER; (2006), “Information internalisation and internationalisation—Evidence from Vietnamese firms”, International Business Review, 15, ss. 682-701
  • ODABAŞI, Yavuz; (2004), Satışta ve Pazarlamada Müşteri İlişkileri Yöne- timi, 4. Baskı, Sistem Yayıncılık, İstanbul, 225s.
  • PANAYİDES, Photis M.; (2007), “The impact of organizational learning on relationship orientation, logistics service effectiveness and performance”, Industrial Marketing Management, 36, ss. 68-80
  • SADLER-SMITH, Eugene; (2006), Learning and Development for Managers, Blackwell Publishing, Oxford, 470s.
  • SADLER-SMITH, Eugene; David SPİCER ve Ian CHASTON; (2001), “Learning Orientations and Growth in Smaller Firms”, Long Range Planning, 34, ss. 139-158.
  • SANZO, Maria Jose; Maria Leticia SANTOS; Rodolfo VAZQUEZ ve Luis Ignacio ALVAREZ; (2003), “The effect of market orientation on buyer–seller relationship satisfaction”, Industrial Marketing Management, 32, ss. 327– 345.
  • SCHLOSSER, Francine K. ve Rod B. MCNAUGHTON; (2007), “Individual- level antecedents to market-oriented actions”, Journal of Business Research, 60(5), ss. 1-9.
  • SENGE, Peter; (1993), Beşinci Disiplin, Çev.: A. İldeniz, A. Doğukan, Yapı Kredi Yayınları, İstanbul, 431s.
  • SEYİDOĞLU, Halil; (1999), Ekonomi ve İşletmecilik Terimleri, Güzem Can Yayınları, İstanbul, 356s.
  • SİNKULA, James M.; William E. BAKER ve Thomas NOORDEWİER; (1997), “A framework for market-based organizational learning: Linking values, knowledge, and behavior”, Journal of Academy of Marketing Science, 25(4), ss. 305-318.
  • SLATER, Stanley F. ve John C. NARVER; (1995), “Market orientation and the learning organization”, Journal of Marketing, 59(3), ss. 63-74.
  • STRONG, Carolyn A. ve Lloyd C. HARRIS; (2004), “The drivers of customer orientation: an exploration of relational, human resource and procedural tactics”, Journal Of Strategıc Marketıng, 12, ss. 183- 204.
  • SURVEYSYSTEM, http://www.surveysystem.com/sscalc.htm, Erişim Tarihi: 10.07.2007
  • UZKURT, Cevahir ve Ömer TORLAK; (2006), “Pazar Odaklı Öğrenme Kültü- rünün Müşteri Değeri Yönelimi Üzerine Etkisi”, 5. Orta Anadolu İşletmecilik Kongresi, ss. 64-73
  • ÜLGEN, Hayri ve S. Kadri MİRZE; (2004), İşletmelerde Stratejik Yönetim, 3. Baskı, Literatür Yayıncılık, İstanbul, 650s.
  • VİJANDE, Maria Leticia Santos; Maria Jose Sanzo PEREZ, Luis I. Alvarez GONZALEZ “Organizational learning and market orientation: interface and effects on performance”, Industrial Marketing Management, 34, ss. 187– 202
  • Vazquez-CASİELLES; (2005),
  • ZEHİR, Cemal ve M. Şule EREN; (2007), “Field Research on Impacts of Some Organizational Factors on Corporate Entrepreneurship and Business Performance in the Turkish Automotive Industry”, Journal of American Academy of Business, 10(2), ss. 170-176.

Year 2008, Issue: 30, 169 - 192, 01.07.2008

Yrd. doç. Dr. Atılhan Naktiyok Araş. Gör. M. Kürşat Timuroğlu

Abstract

References

  • AKARSU, Timur; (2004), “Bilgi Yönetimi, Strateji ve CRM”, CRMpro Dergi- si, Kasım Sayısı, ss.6-7.
  • ALDERSON, A. D. ve Fahir İZ; (1978), The Oxford English-Turkish Dictionary, İkinci Baskı, ABC Kitabevi, İstanbul, 620s.
  • ARICIOĞLU, M. Atilla; (2003), “Rekabet Yönetime Neler Öğretir?”, Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 10, ss. 227-237.
  • BAKER, William E. ve James M. SİNKULA; (1999), “The Synergistic Effect of Market Orientation and Learning Orientation on Organizational Performance”, Journal of the Academy of Marketing Science, 27(4), ss. 411-427
  • BRANNBACK, Malin; (1999), “The Concept of Customer-Orientation and Its Implication for Competence Development”, Turku School of Economics and Business Administration Department of Marke- ting Technical Reports, 1, ss. 1-18.
  • CALANTONE, Roger J.; S. Tamer ÇAVUŞGİL ve Yushan ZHAO; (2002), “Learning orientation, firm innovation capability, and firm performance”, Industrial Marketing Management, 31, ss. 515- 524.
  • CAMPBELL, Alexandra J.; (2003), “Creating customer knowledge competence: managing customer relationship management programs strategically”, Industrial Marketing Management, 32, ss. 375– 383.
  • CHENHALL, Robert H.; (2005), “Integrative strategic performance measurement systems, strategic alignment of manufacturing, learning and strategic out comes: an exploratory study”, Accounting, Organizations and Society, 30, ss. 395–422.
  • DAY, George S.; (2006), “Aligning the Organization with the Market”, MITSloan Management Review, 48(1), ss. 40-50.
  • EMDEN, Zeynep; Atilla YAPRAK ve S. Tamer ÇAVUSGİL; (2005), “Learning from experience in international alliances: antecedents and firm performance implications”, Journal of Business Research, 58, ss. 883– 892.
  • ERDİL, Sabri; Oya ERDİL ve Halit KESKİN; (2005), “The Relatıonshıps Between Market Orıentatıon, Fırm Innovatıveness and Innovatıon Performance”, Journal of Global Business and Technology, 1(1), ss. 1-11.
  • EREN, Erol; (2001), Örgütsel Davranış ve Yönetim Psikolojisi, Yedinci Bas- kı, Beta Yayınevi, İstanbul, 622s.
  • GEL, Oğuz C.; (2003), CRM Yolculuğu, 2. Baskı, Sistem Yayıncılık, İstanbul, 220s.
  • GUENZİ, Paolo ve Gabriele TROİLO; (2007), “The joint contribution of mar- keting and sales to the creation of superior customer value”, Journal of Business Research, 60, ss. 98–107.
  • HALSEY, William D.; (1988), Macmillan Contemporary Dictionary, Birinci Baskı, ABC Kitabevi, İstanbul, 1158s.
  • HARRİS, Eric G.; John C. MOWEN ve Tom J. BROWN; (2005), “Re- examining Salesperson Goal Orientations: Personality Influencers, Customer Orientation, and Work Satisfaction”,Journal of the Academy of Marketing Science, 33(1), ss. 19-35.
  • HULT, Tomas M.; David J. KETCHEN ve Taco H. REUS; (2001),“Organizational learning capacity and internal customer orientation within strategic sourcing units”,Journal of Quality Management, 6, ss.173–192
  • HULT, Tomas M.; Ernest L. NİCHOLS; Larry C. GİUNİPERO ve Robert F. HURLEY; (2000), “Global organizational learning in the supply chain: A low versus high learning study”, Journal of International Marketing, 8(3), ss. 61-83
  • HULT, Tomas M. ve O. C. FERRELL; (1997), “A Global Learning Organization Structure and Market Information Processing”, Journal of Business Research, 40, ss. 155-166.
  • HULT, Tomas M.; O. C. FERRELL ve Robert F. HURLEY; (2002), “Global organizational learning effects on cycle time performance”, Journal of Business Research, 55, ss. 377-387.
  • İSTANBUL SANAYİ ODASI, İnternet Adresi: http://www.iso.org.tr/en/ 500buyuk_2.asp, Erişim Tarihi: 14.06.2007.
  • JIMENEZ, Daniel ve Juan G. NAVARRO; (2006), “The performance effect of organizational learning and market orientation”, Industrial Marke- ting Management, 36, ss. 1-15.
  • JUDD, Vaughan C.; (2003), “Achieving a customer orientation using people - power, the 5th P”, European Journal of Marketing, 37(10), ss. 1301-1313.
  • KLIMECKI, Ruediger ve Hermann LASSLEBEN; (1998), “Modes of Organizational Learning”, Management Learning, 29(4), ss. 405- 430.
  • KOBİFİNANS, İnternet Adresi: http://www.kobifinans.com.tr/bilgi_merkezi/ 020708 /13408, Erişim Tarihi: 21.06.2007.
  • KOÇ, Umut; (2004), “Komplekslik Yaklaşımı ve Bilgi Yönetimi”, 3. Ulusal Bilgi, Ekonomi ve Yönetim Kongresi, Eskişehir, 25–26 Kasım 2004, Osmangazi Üniversitesi Yayınları No: 108, 419 – 432.
  • KOÇEL, Tamer; (2005), İşletme Yöneticiliği, 10. Baskı, Arıkan Basımevi, İstanbul, 760s.
  • KOZLU, Cem M.; (1998), Uluslararası Pazarlama, 6. Baskı, Türkiye İş Ban- kası Kültür Yayınları, Tisamat Basım, Ankara, 282s.
  • KYRİAKOPOULOS, Kyriakos ve Christine MOORMAN; (2004), “Tradeoffs in marketing exploitation and exploration strategies: The overlooked role of market orientation”, International Journal of Research in Marketing, 21, ss. 219–240.
  • LAMM, Rolene ve Lewis RAMON, (1999), “The Interpersonal Relationship in Doctoral Supervison”, Paper Presented at Aare-Nzare Conference, Melbourne, ss. 13.
  • LIU, Sandra S.; Xueming LUO ve Yi-Zheng SHİC; (2002), “Integrating customer orientation, corporate entrepreneurship, and learning orientation in organizations -in-transition: an empirical study”, International Journal of Research in Marketing, 19, ss. 367-382.
  • MEHTA, Rajiv; Pia POLSA; Jolanta MAZUR; Fan XİUCHENG ve Alan J. DUBİNSKY (2006), “Strategic alliances in international distribution channels”, Journal of Business Research, 59, ss. 1094–1104.
  • MORGAN, Robert E. ve Christopher R. TURNELL; (2001), “Market-Based Organızatıonal Learnıng: Busıness Performance Gaıns In Fınancıal Servıces Organızatıons”, School of Management and Business, Aberystwyth University of Wales, Research Paper No: 2001-11, ss.1-40.
  • MOURITSEN, Jan; (1997), “Margınalızıng The Customer: Customer Orıentatıon, Qualıty And Accountıng Performance”, Scandinavian Journal of Management, 13(1), ss. 5-18
  • NGUYEN, Tho D.; Nigel J. BARRETT ve Richard FLETCHER; (2006), “Information internalisation and internationalisation—Evidence from Vietnamese firms”, International Business Review, 15, ss. 682-701
  • ODABAŞI, Yavuz; (2004), Satışta ve Pazarlamada Müşteri İlişkileri Yöne- timi, 4. Baskı, Sistem Yayıncılık, İstanbul, 225s.
  • PANAYİDES, Photis M.; (2007), “The impact of organizational learning on relationship orientation, logistics service effectiveness and performance”, Industrial Marketing Management, 36, ss. 68-80
  • SADLER-SMITH, Eugene; (2006), Learning and Development for Managers, Blackwell Publishing, Oxford, 470s.
  • SADLER-SMITH, Eugene; David SPİCER ve Ian CHASTON; (2001), “Learning Orientations and Growth in Smaller Firms”, Long Range Planning, 34, ss. 139-158.
  • SANZO, Maria Jose; Maria Leticia SANTOS; Rodolfo VAZQUEZ ve Luis Ignacio ALVAREZ; (2003), “The effect of market orientation on buyer–seller relationship satisfaction”, Industrial Marketing Management, 32, ss. 327– 345.
  • SCHLOSSER, Francine K. ve Rod B. MCNAUGHTON; (2007), “Individual- level antecedents to market-oriented actions”, Journal of Business Research, 60(5), ss. 1-9.
  • SENGE, Peter; (1993), Beşinci Disiplin, Çev.: A. İldeniz, A. Doğukan, Yapı Kredi Yayınları, İstanbul, 431s.
  • SEYİDOĞLU, Halil; (1999), Ekonomi ve İşletmecilik Terimleri, Güzem Can Yayınları, İstanbul, 356s.
  • SİNKULA, James M.; William E. BAKER ve Thomas NOORDEWİER; (1997), “A framework for market-based organizational learning: Linking values, knowledge, and behavior”, Journal of Academy of Marketing Science, 25(4), ss. 305-318.
  • SLATER, Stanley F. ve John C. NARVER; (1995), “Market orientation and the learning organization”, Journal of Marketing, 59(3), ss. 63-74.
  • STRONG, Carolyn A. ve Lloyd C. HARRIS; (2004), “The drivers of customer orientation: an exploration of relational, human resource and procedural tactics”, Journal Of Strategıc Marketıng, 12, ss. 183- 204.
  • SURVEYSYSTEM, http://www.surveysystem.com/sscalc.htm, Erişim Tarihi: 10.07.2007
  • UZKURT, Cevahir ve Ömer TORLAK; (2006), “Pazar Odaklı Öğrenme Kültü- rünün Müşteri Değeri Yönelimi Üzerine Etkisi”, 5. Orta Anadolu İşletmecilik Kongresi, ss. 64-73
  • ÜLGEN, Hayri ve S. Kadri MİRZE; (2004), İşletmelerde Stratejik Yönetim, 3. Baskı, Literatür Yayıncılık, İstanbul, 650s.
  • VİJANDE, Maria Leticia Santos; Maria Jose Sanzo PEREZ, Luis I. Alvarez GONZALEZ “Organizational learning and market orientation: interface and effects on performance”, Industrial Marketing Management, 34, ss. 187– 202
  • Vazquez-CASİELLES; (2005),
  • ZEHİR, Cemal ve M. Şule EREN; (2007), “Field Research on Impacts of Some Organizational Factors on Corporate Entrepreneurship and Business Performance in the Turkish Automotive Industry”, Journal of American Academy of Business, 10(2), ss. 170-176.
There are 52 citations in total.

Details

Primary Language Turkish
Journal Section Makaleler
Authors

Yrd. doç. Dr. Atılhan Naktiyok This is me

Araş. Gör. M. Kürşat Timuroğlu This is me

Publication Date July 1, 2008
Published in Issue Year 2008 Issue: 30

Cite

APA Naktiyok, Y. . . . . . D. . A., & Timuroğlu, A. . G. . . M. . K. (2008). Öğrenme Yönlülüğün Müşteri Yönlülük Üzerine Etkileri. Erciyes Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi(30), 169-192.

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