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ENDÜSTRİYEL MÜŞTERİ SADAKATİ: MÜŞTERİNİN DEĞER ALGILAMASI VE DEĞER ODAKLILIK DÜZEYİNİN ROLÜ - GSM SEKTÖRÜNDEN BİR ÖRNEK -

Year 2008, Volume: 8 Issue: 30, 97 - 106, 10.06.2008
https://doi.org/10.14783/maruoneri.679657

Abstract

Bu çalışma, endüstriyel pazarlarda müşteri sadakati ile müşterinin değer algılaması arasındaki ilişkiyi analiz etmektedir. Ayrıca endüstriyel müşterinin değer algılamasının, müşterinin “değer-odaklı” olup olmaması ile ilişkisi de sorgulanmaktadır. Bu amaçla, GSM sektöründeki üç ana operatörün (Turkcell, Avea, TelsimVodafone) endüstriyel müşterilerinden oluşan 331 işletmeyi kapsayan bir anket çalışması yapılmıştır. Toplanan veriler kümeleme analizi ve ki- kare testleri yoluyla incelenmiştir. Sonuçlar, endüstriyel müşterilerin yüksek düzeyde değer algılaması ile yüksek sadakat düzeyi arasında açık bir ilişkinin varlığını göstermektedir. Ayıtı zamanda, müşterilerin değer-odaklılık düzeyi ile değer algılama düzeyleri arasında da anlamlı bir ilişki söz konusudur.

References

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  • [7] Anderson, J.C. & Narus, J.A. (1998). Business Marketing: Understand What Customers Value. Harvard Business Review, 76(6), 53-65.
  • [8] Eriksson, K. & Löfmarck-Vaghult, A. (2000). Customer Retention, Purchasing Behavior and Relationship Substance in Professional Services. Industrial Marketing Management, 19(4), 363-372.
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  • [29] Sheth, J.N. & Parvatiyar, A. (1995). The evolution of Relationship Marketing. International Business Review, 4(4), 397-418.
  • [30] Lindgreen, A. & Wynstra, F. (2005). Value in Business Markets : What do We know? Where We are Going? Industrial Marketing Management, 34(7), 732-748.
  • [31] Desphande, R. & Farley, J.U. (1998). Measuring market orientation: generalization and synthesis. Journal of Market Focused Management, 2(3), 213-232.
  • [32] Akimova, A. (2000). Development of market orientation and competitiveness of Ukrainian fırms. European Journal of Marketing, 34(9/10), 1128-1148.
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  • [34] Kurtuluş, K. (1996). Pazarlama Araştırmaları. İstanbul: İ.Ü. İşletme Fakültesi Yay. No:28.
Year 2008, Volume: 8 Issue: 30, 97 - 106, 10.06.2008
https://doi.org/10.14783/maruoneri.679657

Abstract

References

  • [1] Homburg, C. & Pflesser, C. (2000). A Multiple-layer Model of Market-oriented Organizational Culture: Measurement Issues and Performance Outcomes. Journal of Marketing Research, 37(4), 449-462.
  • [2] Mucuk, İ. (2006). Pazarlama İlkeleri. 15. Basım. İstanbul: Türkmen Kitabevi.
  • [3] Doyle, P. (2003). Değer Temelli Pazarlama. (Çev.: Barış, G.). İstanbul: MediaCat Yay.
  • [4] Kavak, B. (1999). Endüstriyel Mal Satmalma Kararını Etkileyen Dışsal ve İçsel Faktörlerin KOBİ’ler için Ampirik Olarak Değerlendirilmesi. 4. Ulusal Pazarlama Kongresi. Hatay.
  • [5] Karafakioğlu, M. (2005). Pazarlama İlkeleri. İstanbul: Literatür Yayınları.
  • [6] Ulağa, W. & Chacour, S. (2001). Measuring customer- perceived value in business markets. Industrial Marketing Management, 30(6), 525-540.
  • [7] Anderson, J.C. & Narus, J.A. (1998). Business Marketing: Understand What Customers Value. Harvard Business Review, 76(6), 53-65.
  • [8] Eriksson, K. & Löfmarck-Vaghult, A. (2000). Customer Retention, Purchasing Behavior and Relationship Substance in Professional Services. Industrial Marketing Management, 19(4), 363-372.
  • [9] Wilson, D.T. & Jantrania, S. (1994). Understanding the Value of a Relationship. Asia-Australia Marketing Journal, 2(1), 55-66.
  • [10] Churchill, H.L. (1942). How to Measure Brand Loyalty. Advertising and Selling, 35, 24.
  • [11] Barton, S.G. (1946). The Movement of Branded Goods to the consumer. In (Ed.: Blankenship, A.D.). How to Conduct Consumer and Opinion Research. New York: Harper & Bros., 58-70.
  • [12] Miles, L.D. (1961). Techniques of Value Analysis and Engineering. New York: McGraw Hill.
  • [13] Hunt, S.D. (2000). A General Theory of Competition, Thousand Oaks, CA: Sage Publication.
  • [14] Holbrook, M.B. (1994). The nature of customer value, In (Eds.: Trust, R.T. & Oliver, R.L.). Service Quality: New directions in Theory and Practice. Thousand Oaks, CA: Sage Publication, 21-71.
  • [15] Flint, D.J.; Woodruff, R.B. & Gardial, S.F. (1997). Customer value change in Industrial Marketing Relationships: A Cali for New Strategies and Research. Industrial Marketing Management, 26(2), 163-175.
  • [16] Kotler, P. (2000). Marketing Management. Millenium Ed. Upper Saddle River, NJ: Prentice Hail
  • [17] Dodds, W.B. & Monroe, K.B. (1985). The effect of brand and price information on subjective product evaluations. Advances in Consumer Research, 12, (Eds.: Hirschman, E.C. & Holbrook, M.B.). Provo, UT: Association for Consumer Research, 85-90.
  • [18] Anderson, J.C. (1995). Relationships in Business Markets: Exchanges Episodes, Value Creation, and Their Empirical Assessment. Journal of the Academy of Marketing Science, 23(4), 346-350.
  • [19] Woodruff, R.B. (1997). Customer Value: The Next Source of Competitive Advantage. Journal of the Academy of Marketing Science, 25(2), 139-153.
  • [20] Kortge, G.D. & Okonkwo, P.A. (1993). Perceived value approach to pricing. Industrial Marketing Management, 22(2), 133-140.
  • [21] Eren, E. (2004). Örgütsel Davranış ve Yönetim Psikolojisi. 8. Bası. İstanbul: Beta Yayınları.
  • [22] İslamoğlu, A.H. (2002). Pazarlama İlkeleri. İstanbul: Beta Yayınları.
  • [23] Jaworski, B.J. & Kohli, A.K. (1993). Market Orientation: Antecedents and Consequences. Journal of Marketing, 57(3), 53-60.
  • [24] Bloemer, J. & de Ruyter, K. (1998). On the Relationship Between Store Image, Store Satisfaction and Store Loyalty. European Journal of Marketing, 22(2), 499-513.
  • [25] Zeithaml, V.A.; Berry, L.L. & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46.
  • [26] Meyer, J.P. & Ailen, N.J. (1984). Testing the ‘side-bet’ theory of organizational commitment: some methodological considerations, Journal of Applied Psychology, 69(3), 372-378.
  • [27] Bettencourt, L. (1997). Customer voluntary performance: customers as partners in service delivery, Journal of Retailing 73(3), 383-406.
  • [28] Zeithaml, V. (2000). Service Quality, Profıtability, and the Economic Worth of Customers: What We Know and What We Need to Leam. Journal of the Academy of Marketing Science, 28(1), 67-85.
  • [29] Sheth, J.N. & Parvatiyar, A. (1995). The evolution of Relationship Marketing. International Business Review, 4(4), 397-418.
  • [30] Lindgreen, A. & Wynstra, F. (2005). Value in Business Markets : What do We know? Where We are Going? Industrial Marketing Management, 34(7), 732-748.
  • [31] Desphande, R. & Farley, J.U. (1998). Measuring market orientation: generalization and synthesis. Journal of Market Focused Management, 2(3), 213-232.
  • [32] Akimova, A. (2000). Development of market orientation and competitiveness of Ukrainian fırms. European Journal of Marketing, 34(9/10), 1128-1148.
  • [33] Nakip, M. (2006). Pazarlama Araştırmaları. Ankara: Seçkin Yayınları.
  • [34] Kurtuluş, K. (1996). Pazarlama Araştırmaları. İstanbul: İ.Ü. İşletme Fakültesi Yay. No:28.
There are 34 citations in total.

Details

Primary Language Turkish
Journal Section Eski Sayılar
Authors

Hüseyin Kanıbir

Sima Nart This is me

Publication Date June 10, 2008
Published in Issue Year 2008 Volume: 8 Issue: 30

Cite

APA Kanıbir, H., & Nart, S. (2008). ENDÜSTRİYEL MÜŞTERİ SADAKATİ: MÜŞTERİNİN DEĞER ALGILAMASI VE DEĞER ODAKLILIK DÜZEYİNİN ROLÜ - GSM SEKTÖRÜNDEN BİR ÖRNEK -. Öneri Dergisi, 8(30), 97-106. https://doi.org/10.14783/maruoneri.679657

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Öneri

Marmara UniversityInstitute of Social Sciences

Göztepe Kampüsü Enstitüler Binası Kat:5 34722  Kadıköy/İstanbul

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