ÜRÜN İNOVASYON UYGULAMALARININ ÜRÜN PAZAR PERFORMANSI ÜZERİNDEKİ ETKİSİNDE ÜRÜN KALİTESİNİN ARACI ROLÜ

Year 2019, Volume: 18 Issue: 71, 1409 - 1428, 15.07.2019

Bülent Yıldız , Mehmet Seyhan

https://doi.org/10.17755/esosder.525913

Cited By: 1

Abstract

Günümüz rekabet
ortamında imalat firmaları pazardaki ürünlerinin performansını artırabilmek
için ürün inovasyonu uygulamaları ile ürün kalitesine gerekli önemi vermelidir.
Gerek yeni ürün geliştirme faaliyetleri, gerekse mevcut ürünlerde yapılacak
yenilikler ve ürün kalitesindeki iyileştirmeler pazar rekabeti için hayati önem
taşımaktadır. Bu çalışmada ürün inovasyonu uygulamalarının pazar performansı
üzerindeki etkisinde ürün kalitesinin aracılık rolü araştırılmıştır. Bu amaçla
Gaziantep’de faaliyet göstermekte olan 129 imalat firmasından anket ile
toplanan veriler analiz edilmiştir. Yapısal eşitlik modelinin analizi
neticesinde ürün inovasyon uygulamalarının ürün pazar performansı ile ürün
kalitesini pozitif yönde anlamlı olarak etkilediği bulgusuna ulaşılmıştır. Ürün
kalitesinin de ürün pazar performansını pozitif yönde anlamlı olarak etkilediği
tespit edilmiştir. Ayrıca ürün inovasyon uygulamalarının ürün pazar performansı
üzerindeki etkisinde ürün kalitesinin kısmi aracılık rolü bulunduğu bulgusu
elde edilmiştir. 

Keywords

Ürün inovasyon uygulamaları, Ürün kalitesi

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