Endüstriyel Pazarlarda İlişki Kalitesinin Öncülleri ve Bağlılık Üzerine Etkileri

Abstract

Müşterilerinin istek ve ihtiyaçlarını gidermeyi amaçlayan firmalar, rekabetçi avantaj sağlayabilmek adına daha avantajlı mal ve hizmet sunmayı hedeflerken kar etme amaçlarını da gerçekleştirmek isterler. Bu amaçların gerçekleşmesi için izlenen en etkili yollardan biri, tedarikçilerle tatmin edici ve kalıcı ilişkiler kurmaktır. İşletmelerin müşterileriyle uzun vadeli, kaliteli ilişkiler kurmaları ve bu ilişkilerin bağlılık yaratması adına stratejiler belirlemeleri gerekir. Bu ilişkileri kurup devam ettirmenin zorluğunun aşikâr olduğu bir pazarda müşteri tarafından algılanan ilişkinin kalitesine etki eden faktörlerin belirlenmesi gerekmektedir. Endüstriyel pazarlarda sunulan hizmetin kalitesinin, firma itibarının ve taraflar arasındaki güven düzeyinin endüstriyel pazarlardaki ilişki kalitesine etki ettiği düşünülmektedir. Bu faktörlerin belirlenmesi ve ortaya çıkacak sonuçların tarafların bağlılıklarına etki edip etmeyeceğinin araştırılması amaçlanmıştır. Piyasadaki aktörlerin kararını etkileyen ekonomik değerlendirme ölçütlerinden başka kıstasların olup olmadığının da belirlenmesi gerekir. Bir ilişkideki tarafların benzerlik düzeyinin, endüstriyel pazarlarda ilişkinin kalitesine ve taraflar arasındaki bağlılığa etki etme seviyesi araştırılmak istenmiştir. Araştırma verileri anket yöntemi ile toplanmış, anket uygulaması yüz yüze gerçekleştirilmiştir. Araştırmanın örneklemini İstanbul ve Ankara’daki gıda toptancıları oluşturmuştur.

Çalışmanın sonucunda endüstriyel pazarlardaki ilişki kalitesinin öncül ve ardıllarının neler olabileceği tespit edilmeye çalışılarak, benzerlik etkisinin endüstriyel pazarlardaki rolü araştırılmıştır. 

Keywords

• İlişki kalitesi,endüstriyel Pazar,benzerlik,bağlılık

Antecedents of Relationship Quality and Their Effects on Commitment In Industrial Markets

Abstract

Firms aiming to meet their customers’ needs and wants aim to provide more advantageous goods and services in order to provide competitive advantage, while also aiming to realize their profit-making objectives. One of the most effective ways to achieve these goals is to establish satisfactory and long-lasting relationships with suppliers. Businesses need to establish long-term, quality relationships with their customers and develop strategies to create loyalty. In a market where establishing and maintaining these relationships is difficult, factors affecting the quality of the relationship need to be identified. It is thought that the quality of the service provided in the industrial markets, the reputation of the company and the trust level between the parties affect the quality of the relationship in the industrial markets. Determining these factors and investigating whether the results will affect the loyalty of the parties is aimed with this study. It is necessary to determine whether there are criteria other than economic evaluation that affect the decision of the actors in the market. It was aimed to investigate the level of similarity between the parties in a relationship that affects the quality of the relationship and the loyalty between the parties in the industrial markets. The research data were collected by survey method and the questionnaire was applied face to face. The sample of the study consisted of food wholesalers in Istanbul and Ankara. As a result of the study, the role of similarity in industrial markets was investigated by determining antecedents and successors of relationship quality in industrial markets.

Keywords

• Relationship quality,, industrial market,similarity,commitment

References

1. Andersen, P. H. ve Kumar, R. (2006). Emotions, trust and relationship development in business relationships: A conceptual model for buyer–seller dyads. Industrial Marketing Management, 35 (4), 522-535.
2. Athanasopoulou, P. (2009). Relationship quality: a critical literature review and research agenda. European Journal of Marketing, 43, 583–610.
3. Bejou, D.; Wray, B. ve Ingram, T. (1996). Determinants of relationship quality: an artificial neural network analysis. Journal of Business Research, 36, 137–143.
4. Bennett, R. ve Gabriel, H. (2001). Reputation, trust and supplier commitment: The case of shipping company/seaport relations. The Journal of Business & Industrial Marketing, 16 (6/7), 424−438.
5. Bonoma, T. V. ve Johnston, W. J. (1978). The social psychology of buying and selling. Industrial Marketing Management, 17, 213–224.
6. Bradach, J. ve Eccles, R. (1989). Price, authority and trust: From ideal types to plural forms. Annual Review of Sociology, 15, 97–118.
7. Brewer, M. B. (1979). In-Group bias in the minimal ıntergroup situation: a cognitive- motivational analysis. Psychological Bulletin, 86 (2), 307-324.
8. Byrne, D. (1971). The Attraction Paradigm. Academic Press, New York.

9. Cannon, J. P. Ve Perreault, W. D. (1999). Buyer–seller relationships in business markets. Journal of Marketing Research, 36 (11), 439−460.
10. Chen, C. C. ve Otubanjo, O. (2013). A functional perspective to the meaning of corporate reputation. The Marketing Review, 13 (4), 329-345.
11. Crosby, L., Evans, K., Cowles, D. (1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of Marketing, 54 (July), 68-81.
12. Doney, P. M. ve Cannon, J. P. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of Marketing, 61 (2), 35−51.
13. Dowling, G. (2006). Reputation risk: It is the board’s ultimate responsibility. Journal of Business Strategy, 27 (2), 59-68.
14. Dwyer, F. R.; Schurr, P. H. ve Oh, S. (1987). Developing buyer–seller relationships. Journal of Marketing, 51 (April), 11−27.
15. Dwyer, S., Orlando R. ve Shepherd, C. D. (1998). An exploratory study of gender and age matching in the salesperson-prospective customer dyad: testing similarity-performance predictions. Journal of Personal Selling & Sales Management, 18 (November), 55-69.
16. Dyer, J. ve Singh, H. (1998). The relational view: Cooperative strategy and sources of interorganizational competitive advantage. The Academy of Management Review, 23 (4), 660−679.
17. Dyer, J., ve Chu, W. (2003). The role of trustworthiness in reducing transaction costs and improving performance: Empirical evidence from the United States, Japan, and Korea. Organization Science, 14 (1), 57−68.
18. Erdem, T. ve Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7 (2), 131−157.
19. Evans, J. R., ve Laskin, R. L. (1994). The relationship marketing process: A conceptualization and application. Industrial Marketing Management, 23 (5), 439-452.
20. Fawcett, S. E. ve Magnan, G. M. (2002). "The rhetoric and reality of supply chain integration",International Journal of Physical Distribution & Logistics Management, 32 (5), 339 – 361.
21. Fombrun, C. J. (1996). Reputation: Realizing value from the corporate image. Boston: Harvard Business School Press.
22. Fombrun, C. J. ve Shanley, M. (1990). What's in a name? Reputation building and corporate strategy. Academy of Management Journal, 33(2), 233−258.
23. Freedman, J. L.; Sears, D. O. ve Carlsmith, J. M. (2003). Sosyal Psikoloji (Çev: Ali Dönmez), İmge Kitabevi, 4. Baskı.
24. García, J. B. D.; Puente, E. D. Q. Ve Esteban, J. M. D. (2013). The ımpact of corporate reputation on firm risk: a panel data analysis of spanish quoted firms, British Journal of Management, 24, 1–20.
25. Gustafsson, A., Johnson, M. D. ve Roos, I. (2005). The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention. Journal of Marketing, 69 (4), 210–218.
26. Gulati, R. ve Nickerson, J. A. (2008). Interorganizational trust, governance choice, and exchange performance. Organization Science, 19 (5), 688–708.
27. Gummesson, E. (1987). The new marketing; developing long-term interactive relationships, Long Range Planning, 20 (4), 10-20.
28. Gundlach, G., Achrol, R. ve Mentzer, J. (1995). The structure of commitment in exchange. Journal of Marketing, 59 (1), 78−92.
29. Helm, S. ve Garnefeld, I. ve Tolsdorf J. (2009). Perceived corporate reputation and consumer satisfaction – An experimental exploration of causal relationships. Australasian Marketing Journal, 17, 69–74.
30. Hendrick, C. ve Page, H.A. (1970). Self-Esteem, Attitude Similarity, and Attraction. Journal of Personality, 38, (December), 588–601.
31. Hodges, L. A. and Byrne, D. (1972). Verbal dogmatism as a potentiator of ıntolerance. Journal of Personality and Social Psychology, 21 (March), 312–317.
32. Homans, G. C. (1961), Social Behaviour: Its Elementary Forms. New York: Harcourt, Brace and World.
33. Hsu, Ker-Tah., 2012. The Advertising Effect of Corporate Social Responsibility on Corporate Reputation and Brand Equity: Evidence from the life insurance industry in Taiwan. Journal of business ethics, 109, pp. 189-201.
34. Huang, Y. ve Wilkinson, I. F. (2013). The dynamics and evolution of trust in business relationships, Industrial Marketing Management, 42 (3), 455-465.
35. İslamoğlu, H., ve Alnıaçık, Ü., (2013) Sosyal Bilimlerde Araştırma Yöntemleri, SPSS uygulamalı", Beta yayın, İstanbul.
36. Jeng, S. P. (2011). Effects of corporate reputations, relationships and competing suppliers' marketing programmes on customers' cross-buying intentions. The Service Industries Journal, 28 (1), 15-26.
37. Johnson, D. ve Grayson, K. (2005). Cognitive and affective trust in service relationships. Journal of Business Research, 58 (4), 500–507.
38. Kalmijn, M. (1998). Intermarriage and homogamy: causes, patterns, trends. Annual Review of Sociology, 24, 395–421.
39. Kaynak, Ramazan; Sarıoğlu, Cüneyd İ; Acır, İlay, (2011), “Dağıtım Kanallarında İlişkinin Kalitesi ve Sürekliliğini Etkileyen Faktörler Üzerine Bir Araştırma”, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Yıl: 2011, C: 16, S: 3, Isparta.
40. Kingshott, R. P. J. (2006). The impact of psychological contracts upon trust and commitment within supplier–buyer relationships: A social exchange view. Industrial Marketing Management, 35, 724−739.
41. Kumar, N., Scheer, L. K. ve Steenkamp, J. E. M. (1995). The effects of perceived interdependence on dealer attitudes. Journal of Marketing Research, 32 (3), 348−356.
42. Kumar, N. (1996). The power of trust in manufacturer–retailer relationships. Harvard Business Review (November–December), 92–106.
43. Linville P. ve Jones, E. (1980). Polarized Apprasial of Outgroup members. Journal of Personality and Social Psychology, 38, 689-703.
44. McAllister, D. J. (1995). Affect- and cognıtıon-based trust as foundatıons for ınterpersonal cooperatıon ın organızatıons, Academy of Management Journal, 38 (1), 24-59.
45. McGuire, W. J. (1968). The nature of attitudes and attitude change, in the handbook of social psychology, L. Gardner and G. Aronson, eds. Reading, MA: Addison-Wesley.
46. McKnight, D. H.; Choudhury, V. ve Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: A trust building model. The Journal of Strategy Information Systems, 11, 297–323.
47. McPherson, M.; Smith-Lovin, L.; Cook, J. M. (2001). Birds of a feather: homophily in social networks. Annual Review of Sociology, 27, 415–444.
48. Mollenhorst, G.; Volker, B. ve Flap, H. (2008). Social contexts and personal relationships: The effect of meeting opportunities on similarity for relationships of different strength, Social Networks (30), 60–68.
49. Montoya, R. M., Horton, R. S. ve Kirchner, J. (2008). Is actual similarity necessary for attraction? A meta-analysis of actual and perceived similarity. Journal of Social and Personal Relationships, 25, 889-922.
50. Moorman, C., Zaltman, G. ve Deshpande, R. (1992). Relationship between providers and users of market research: the dynamics of trust within and between organizations. Journal of Marketing Research, 29 (3), 314–328.
51. Moorman, C., Deshpande, R. ve Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57 (January), 81–101.
52. Morgan, R., ve Hunt, S. (1994). The commitment – trust theory of relationship marketing. Journal of Marketing, 58, 20–38.
53. Narayandas, D. ve Rangan, V. K. (2004). Building and sustaining buyer–seller relationships in mature industrial markets. Journal of Marketing, 68 (3), 63−77.
54. Ndubisi, N. O. (2007). Relationship quality antecedents: the Malaysian retail banking perspective. International Journal of Quality & Reliability Management, 24 (8), 829-845. Newcomb, T.M., 1961. The Acquaintance Process. Holt, Rinehard & Winston, New York.
55. Palmatier, R. W., Dant, R. P. ve Grewal, D. (2007). A comparative longitudinal analysis of theoretical perspectives of inter-organizational relationship performance. Journal of Marketing, 71, 172–194.
56. Petrof, J.V. (1998). Relationship marketing-the emperor in used clothes, Business Horizons, 41 (2), 79-82.
57. Poppo, L. ve Zenger, T. (2002). Do formal contracts and relational governance function as substitutes or complements? Strategic Management Journal, 23 (8), 707−725.
58. Ravald, A. ve Grönroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30 (2), 19 - 30.
59. Reagor, P. A. ve Clore, G. L. (1970). Attraction, test anxiety, and similarity-dissimilarity of test performance. Psychonomic Science, 18, 219-220.
60. Rindova, V. P, Williamson, I. O.; Petkova, A. P.; Sever, J. M. (2005). Being good or being known: an empirical examination of the dimensions, antecedents, and consequences of organizational reputation, Academy of Managemen Journal, 48 (6), 1033-1049.
61. Rubin, J. Z. ve Brown, B. R. (1975). The Social Psychology of Bargaining and Negotiations, New York: Academic Press.
62. Ruyter, K., Moorman, L. ve Lemmink, J. (2001). Antecedents of commitment and trust in customer–supplier relationships in high technology markets. Industrial Marketing Management, 30 (3), 271–286.
63. Sabel, C. (1993). Studied trust: Building new forms of cooperation in a volatile economy. Human Relations, 46(9), 1133–1170.
64. Scheer, L. ve Stern, L. W. (1992). The effect of influence type and performance outcomes on attitude toward the influencer. Journal of Marketing Research, 29 (1), 128–142.
65. Schlenker, B. R., Helm, B., & Tedeschi, J. T. (1973). The effects of personality and situational variables on behavioral trust. Journal of Personality and Social Psychology, 25(3), 419-427.
66. Seppanen, R., Blomqvist, K. ve Sundqvist, S. (2007). Measuring inter-organizational trust: A critical review of the empirical research in 1990–2003. Industrial Marketing Management, 36 (2), 249–265.
67. Shapiro, C. (1983). Premiums for high quality products as returns to reputations. Quarterly Journal of Economics, XVIII (4), 659–679.
68. Sharma, N. ve Patterson,P. G. (1999) "The impact of communication effectiveness and service quality on relationship commitment in consumer, professional services", Journal of Services Marketing, 13 (2), 151 – 170.
69. Smith, J. B. (1998). Buyer-seller relationships: Similarity, relationship management, and quality. Psychology & Marketing, 15 (1), 3-21.
70. Suh, T. ve Houston, M. B. (2010). Distinguishing supplier reputation from trust in buyer–supplier relationships, Industrial Marketing Management, 39, 744–751.
71. Uhrich, S. ve Benkenstein, M. (2011). Physical and social atmospheric effects in hedonic service consumption: customer’s roles at sporting events. The Service Industries Journal, 1–17.
72. Venetis, K. A. ve Ghauri, P. N. (2004). Service quality and customer retention: building long-term relationships", European Journal of Marketing, 38 (11-12), 1577-1598.
73. Wiertz, C., De Ruyter, K.; Keen, C. ve Streukens, S. (2004). Cooperating for service excellence in multichannel service systems: An empirical assessment. Journal of Business Research, 57 (4), 424−436.
74. Wildman, J. L. (2007). The effects of ethnıc dıversıty, perceıved sımılarıty, and trust on collaboratıve behavıor and performance. B.S., University of Central Florida, A Master Thesis, Department of Psychology.
75. Wong, Y. H., Hung, H. ve Chow, W. (2007). Mediating effects of relationship quality on customer relationships: an empirical study in Hong Kong. Marketing Intelligence & Planning, 25 (6), 581-596.
76. Zaheer, A., McEvily, B. ve Perrone, V. (1998). Does trust matter? Exploring the effects of interorganizational and interpersonal trust on performance. Organization Science, 9 (2), 141−159.
77. Zeithaml, V. A. ve Binter, M. J. (1996). Service marketing. New York: The McGraw-Hill Companies, INC.