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İLİŞKİ PAZARLAMASI BİLEŞENLERİNİN ŞİRKET PERFORMANSI ÜZERİNDEKİ ETKİLERİ: İÇECEK SEKTÖRÜNDE UYGULAMALI BİR ARAŞTIRMA

Year 2006, , 131 - 139, 10.01.2006
https://doi.org/10.14783/maruoneri.677473

Abstract

Bu çalışmada, ilişki pazarlaması bileşenleri ile şirket performansı arasındaki ilişki İncelenmektedir. Daha spesifik olarak araştırmanın amacı, ilişki pazarlaması ve Türkiye İçecek Sektörü ’ndeki uygulamalarının ampirik olarak test edilmesi ve ilişki pazarlaması bileşenleri ile şirket performansı arasındaki ilişkinin değerlendirilmesidir. İlişki pazarlaması ile şirket performansı arasındaki ilişkiyi incelemek için iki aşamalı bir araştırma tasarlanmış ve içecek sektöründe uygulanmıştır. Birinci aşamada, temel unsurların daha iyi anlaşılabilmesi için keşfedici bir araştırma yürütülmüştür. İkinci aşamada ise, Sin v.d. (2002) tarafından geliştirilmiş olan ölçek ile hipotezler test edilmiştir. Verilerin test edilebilmesi için iki ölçek kullanılmıştır. Bunlardan ilki ilişki pazarlaması ölçeği diğeri ise performans ölçeğidir. Ankette yer alan bazı değişkenler ise kontrol değişkeni olarak analizlere dahil edilmişlerdir. Bunlar, şirket türleri, çalışan sayıları ve şirketlerin yıllık satışları (milyar TL). Veriler anket formu kullanılarak yüz yüze görüşme yöntemi ile toplanmıştır. Çoklu Regresyon analizi sonuçlarına göre, ilişki pazarlaması bileşenlerinin şirket performansı üzerinde pozitif bir etkiye sahip olduğu bulunmuştur.

References

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  • [2] O’Malley, L.; Patterson, M. & Evans, M. (1997). Intimacy or Intrusion? The Privacy Dilemma for Relationship Marketing In a Consumer Markets. Journal of Marketing Management, 13(6), 541-559.
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  • [7] Anderson, E. & Weitz, B. (1989). Determinants of Continuity in Conventional Industrial Channel Dyads. Marketing Science, 8(4), 310-323.
  • [8] Easton, G. & Araujo, L. (1986). Networks, Bonding and Relationslıips In Industrial Markets. Industrial Marketing and Purclıasing, 1(1), 8-25.
  • [9] Smith, B. (1998). Buyer-Seller Relationships: Bonds, Relationship Management and Sex Type. Canadian Journal of Admiııistrative Sciences, 15(1), 76-92.
  • [10] Hakansson, H. & Snehota, I. (1995). Developing Relationships in Business Networks. London: Routledge.
  • [11] Shani, D. & Chalasani, S. (1992). Exploiting Niches Using Relationship Marketing. Journal of Business Strategy, 6(4), 43-52.
  • [12] Anderson, J. & Narus, J. (1990). A Model of Distribütör Firm and Manufacturer Firm Working Partnerships. Journal of Marketing, 54(1), 42-58.
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  • [14] Armstrong, M. (1990). Management Processes and Functions. London: Institute of Personnel Management.
  • [15] Payne, A. & Frow, P. (1999). Developing a Segmented Service Strategy: Improving Measurement in Relationship Marketing. Journal of Marketing Management, 15(8), 797- 818.
  • [16] Berry, L.; Zeithaml, V. & Parasuraman, A. (1990). Five Imperative for Improving Service Quality. Sloan Management Review, 31 (4), 29-39.
  • [17] Ellis, B. & Raymond, M. (1993). Salesforce Quality: A Framework for İmprovement. The Journal of Business & Industrial Marketing, 8(3), 17-28.
  • [18] Gouldner, A. (1960). The Norm of Reciprocity: A Preliminary Statement. American Sociological Review, 25(2), 161-179.
  • [19] Grönroos, C. (1990). The Marketing Strategy Continuum: Towards A Marketing Concept for the 1990s. Management Decision, 29(1), 9-19.
  • [20] Harris, L. (1997). A Study of Organizational Culture Factors Associated with Market Orientation. Unpublished Ph.D Thesis, Cardif Business School, University of Wales.
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  • [22] Venkatraman, N. & Ramanujam,V. (1986). Measurement of Business Performance in Strategic Research: A Comparison of Approaches. Academy of Management Review, 11(4), 801-814.
  • [23] Deshpande, R. & Farley, J. (1998). Measuring Market Orientation: Generalization and Synthesis. Journal of Market-FocusedManagement, 2(3), 213-233.
  • [24] Nunnally, J. (1967). Pschometric Theory. New York: McGraw-Hill.
  • [25] Altunışık, R.; Coşkun, R.; Bayraktaroğlu, S. & Yıldırım, E. (2004). Sosyal Bilimlerde Araştırma Yöntemleri. Sakarya Sakarya Kitabevi.
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  • [27] Tatlıdil, H. (1992). Uygulamalı Çok Değişkenli İstatistiksel Analiz. Ankara: Cem Wed Ofset.
Year 2006, , 131 - 139, 10.01.2006
https://doi.org/10.14783/maruoneri.677473

Abstract

References

  • [1] Harker, M. (1999). Relationship Marketing Defined? An Examination of Current Relationship Marketing Definitions. Marketing Intelligence & Planning, 17(1), 13- 20.
  • [2] O’Malley, L.; Patterson, M. & Evans, M. (1997). Intimacy or Intrusion? The Privacy Dilemma for Relationship Marketing In a Consumer Markets. Journal of Marketing Management, 13(6), 541-559.
  • [3] Morgan, R.M. & Hunt, S.D. (1994). The Commitment- Trust Theory of Relationship Marketing. Journal of Marketing, 58(13), 20-39.
  • [4] Bennett, R. (1996). Relationship Formation and Governance in Consumer Markets: Transactional Analysis versus the Behaviorist Approach. Journal of Marketing Management, 12(12), 417-437.
  • [5] Sin, L.; Tse, A.; Yau, O.; Lee, J.. & Chow, R. (2002). The Effect of Relationship Marketing Orientation on Business Performance in A Service-Oriented Economy. Journal of Services Marketing, 16(7), 656-676.
  • [6] Callaghan, M.; McPhail, J. & Yau, O. (1995). Dimensions of a Relationship Marketing Orientation: An Empirical Exposition. Proceedings of the Seventh Biannual World Marketing Congress, 7(2), 10-65.
  • [7] Anderson, E. & Weitz, B. (1989). Determinants of Continuity in Conventional Industrial Channel Dyads. Marketing Science, 8(4), 310-323.
  • [8] Easton, G. & Araujo, L. (1986). Networks, Bonding and Relationslıips In Industrial Markets. Industrial Marketing and Purclıasing, 1(1), 8-25.
  • [9] Smith, B. (1998). Buyer-Seller Relationships: Bonds, Relationship Management and Sex Type. Canadian Journal of Admiııistrative Sciences, 15(1), 76-92.
  • [10] Hakansson, H. & Snehota, I. (1995). Developing Relationships in Business Networks. London: Routledge.
  • [11] Shani, D. & Chalasani, S. (1992). Exploiting Niches Using Relationship Marketing. Journal of Business Strategy, 6(4), 43-52.
  • [12] Anderson, J. & Narus, J. (1990). A Model of Distribütör Firm and Manufacturer Firm Working Partnerships. Journal of Marketing, 54(1), 42-58.
  • [13] Hutt, M. & Speh, T. (1995). Business Marketing Management. 5th Ed. Chicago: Dryden Press.
  • [14] Armstrong, M. (1990). Management Processes and Functions. London: Institute of Personnel Management.
  • [15] Payne, A. & Frow, P. (1999). Developing a Segmented Service Strategy: Improving Measurement in Relationship Marketing. Journal of Marketing Management, 15(8), 797- 818.
  • [16] Berry, L.; Zeithaml, V. & Parasuraman, A. (1990). Five Imperative for Improving Service Quality. Sloan Management Review, 31 (4), 29-39.
  • [17] Ellis, B. & Raymond, M. (1993). Salesforce Quality: A Framework for İmprovement. The Journal of Business & Industrial Marketing, 8(3), 17-28.
  • [18] Gouldner, A. (1960). The Norm of Reciprocity: A Preliminary Statement. American Sociological Review, 25(2), 161-179.
  • [19] Grönroos, C. (1990). The Marketing Strategy Continuum: Towards A Marketing Concept for the 1990s. Management Decision, 29(1), 9-19.
  • [20] Harris, L. (1997). A Study of Organizational Culture Factors Associated with Market Orientation. Unpublished Ph.D Thesis, Cardif Business School, University of Wales.
  • [21] Churchill, G. (1983). Marketing Research: Methodological Foundations. 3rd Ed. New York: The Dryden Press.
  • [22] Venkatraman, N. & Ramanujam,V. (1986). Measurement of Business Performance in Strategic Research: A Comparison of Approaches. Academy of Management Review, 11(4), 801-814.
  • [23] Deshpande, R. & Farley, J. (1998). Measuring Market Orientation: Generalization and Synthesis. Journal of Market-FocusedManagement, 2(3), 213-233.
  • [24] Nunnally, J. (1967). Pschometric Theory. New York: McGraw-Hill.
  • [25] Altunışık, R.; Coşkun, R.; Bayraktaroğlu, S. & Yıldırım, E. (2004). Sosyal Bilimlerde Araştırma Yöntemleri. Sakarya Sakarya Kitabevi.
  • [26] Nunnally, J. (1978). Pschometric Theory. 2nd Ed. New York: McGraw Hill.
  • [27] Tatlıdil, H. (1992). Uygulamalı Çok Değişkenli İstatistiksel Analiz. Ankara: Cem Wed Ofset.
There are 27 citations in total.

Details

Primary Language Turkish
Journal Section Eski Sayılar
Authors

Selin Küçükkancabaş

Ayşe Akyol This is me

Berk M. Ataman This is me

Publication Date January 10, 2006
Published in Issue Year 2006

Cite

APA Küçükkancabaş, S., Akyol, A., & Ataman, B. M. (2006). İLİŞKİ PAZARLAMASI BİLEŞENLERİNİN ŞİRKET PERFORMANSI ÜZERİNDEKİ ETKİLERİ: İÇECEK SEKTÖRÜNDE UYGULAMALI BİR ARAŞTIRMA. Öneri Dergisi, 7(25), 131-139. https://doi.org/10.14783/maruoneri.677473

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Öneri Dergisi

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