THE EFFECT OF DYNAMIC CAPABILITIES ON THE MARKET AND CUSTOMER PERFORMANCE: A QUANTITATIVE RESEARCH IN THE SERVICE SECTOR

Year 2019, Volume: 10 Issue: 24, 349 - 363, 30.07.2019

Saniye Yıldırım Özmutlu , Esin Can

https://doi.org/10.21076/vizyoner.549579

Cited By: 1

Abstract

In today’s world, firms are in constant competition to serve more customers, and to achieve more market share than their competitors. The fact that firms have permanent advantages in the competition process requires more competence than their competitors. What is important is that firms can restructure their capabilities according to the dynamism of the market and become sensitive to market conditions. In this process, it is necessary for both firms and managers to be aware of their capabilities and to reach the source of achieving a sustainable competitive advantage. In this study; primarily, the distinction between the capabilities of organizations and whether they should be evaluated as dynamic or operational is presented by literature support. The aim of the study is to determine how view of dynamic capabilities contribute to market performance and customer performance. In addition, a quantitative research on logistics firms, which has a major role in the service sector, is revealed. The independent variable of the research is dynamic capabilities, dependent variable is customer and market performance. In the research model, the impact of the variables on the logistics sector is tried to be demonstrated by a quantitative study. In this study, survey method is used. The data is collected by applying a questionnaire to 122 managers working in the logistics sector in province of Istanbul in the Marmara region with random. Data is analyzed by using SPSS statistical package program. As a result of the analysis, it is determined that dynamic capabilities have a significant effect on customer and market performance.

Keywords

Dynamic Capability, Operational Capability, Market Performance, Customer Performance

DİNAMİK YETENEKLERİN PAZAR VE MÜŞTERİ PERFORMANSINA ETKİSİ: HİZMET SEKTÖRÜNDE NİCEL BİR ARAŞTIRMA

Abstract

Günümüz dünyasında firmalar rakiplerinden daha fazla müşteriye hizmet vermek ve rakiplerinden daha fazla pazar payı elde edebilmek amacıyla sürekli rekabet hali içerisindedirler. Firmaların rekabet sürecinde kalıcı avantajlar elde edebilmesi rakiplerine nazaran daha fazla yeteneğe sahip olmasını gerektirmektedir. Önemli olan firmaların sahip oldukları yeteneklerini pazarın dinamizmine göre yeniden yapılandırabilmesi ve pazarın koşullarına duyarlı hale getirebilmesidir. Bu süreçte firmaların ve yöneticilerin yeteneklerinin farkına varabilmeleri ve sürdürülebilir rekabet avantajı elde edebilmenin kaynağına ulaşabilmeleri gereklidir. Çalışmada; öncelikli olarak, organizasyonların sahip oldukları yeteneklerin dinamik mi yoksa operasyonel mi olarak değerlendirilmesi gerektiğinin ayrımı literatür desteğiyle ortaya konulmuştur. Bu bağlamda; dinamik yetenekler görüşünün firmaların pazar ve müşteri performanslarına nasıl katkıda bulunduklarını belirleyerek, hizmet sektöründe ağırlıklı rolü olan lojistik firmaları üzerinde yapılan nicel bir araştırma ile ortaya koymaktır. Araştırmanın bağımsız değişkenini dinamik yetenekler, bağımlı değişkenini müşteri ve pazar performansı oluşturmaktadır. Araştırma modelinde, değişkenler arasında bağlantı kurularak lojistik sektörü üzerindeki etkisi nicel bir çalışma ile ortaya konulmaya çalışılmıştır. Çalışmada, anket yöntemi kullanılmıştır. Tesadüfi örnekleme yöntemi ile Marmara bölgesinde İstanbul ilinde yer alan ve lojistik sektöründe yönetici olarak çalışan 122 yöneticiye anket uygulanarak veriler elde edilmiştir. Veriler, SPSS istatistik paket programı kullanılarak analiz edilmiştir. Yapılan analizler sonucunda, dinamik yeteneklerin müşteri ve pazar performansı üzerinde anlamlı bir etkisinin olduğunu göstermektedir.

Keywords

Dinamik Yetenek, Operasyonel Yetenek, Pazar Performansı, Müşteri Performansı

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