Endüstriyel Pazarlarda İlişki Kalitesinin Müşteri Sadakatine Etkisi

Abstract

Günümüzde yoğun rekabetin getirdiği pazar dinamikleri sürekli değişmekte ve işletmeler bu değişim ve gelişmeye ayak uydurabilmek ve rekabette bir adım önde olabilmek için geleneksel fiyat politikalarının yanı sıra, müşteri merkezli ve uzun dönemli ilişki kalitesini arttırmaya yönelik politikalar izlemek durumunda kalmaktadırlar. Bu durum özellikle de fiyat rekabetinin belirleyici olduğu endüstriyel pazarlarda daha da önemli hale gelmektedir. İnşaat sektörü bu anlamda rekabetin en yoğun yaşandığı sektörlerden biridir. Yapı denetim sisteminin günden güne oturmaya başlaması ve sektörde standartların oluşturulmasıyla özellikle hazır beton endüstrisindeki işletme sayısı da ciddi şekilde artmaktadır. Bu çerçevede, fiyat politikaları tek başına rekabette yeterli olmamakta, verilen hizmetin kalitesi ve müşteri ilişkilerini geliştirmek rekabet avantajı yaratan en önemli unsurlar haline gelmektedir. Bu doğrultuda çalışmanın amacı, Batıbeton Beton San. A.Ş.’nin müşterilerine yönelik ilişkilerindeki kalitesi algılamalarının, müşteri sadakati üzerindeki etkisini ölçmektir. Tanımlayıcı araştırma niteliğinde tasarlanan çalışmada, veri toplama yöntemi olarak anket tekniği kullanılmıştır. İlişki kalitesi boyutlarından bağlılık ve atmosfer müşteri sadakatini arttıran en önemli boyutlar olarak algılanırken, iletişim düzeyi de kısmi moderatör olarak değerlendirilmiştir.

Keywords

• İlişki kalitesi,müşteri sadakati,hazır beton sektörü

The Effect of Relationship Quality in B2B on Customer Loyalty

Abstract

Today, as market dynamics are constantly changing due to the intensive competition, using the pricing policies as a tool for competition in order to keep up with the change and improvements are not solely adequate. Businesses have to follow customer based policies to improve long term relationship quality. This is especially important in industrial markets where price competition is decisive. The construction sector is one of the sectors where competition is most intense. With the construction supervision system starting to settle and the standards in the sector being established, the number of enterprises in the ready-mixed concrete industry is also seriously increasing. In this framework, price policies are not solely enough for competition, improving quality of service and customer relations are becoming the most important elements that create a competitive advantage. Within this context, the aim of the study is to measure the impact of customer perceptions of relationship quality on customer loyalty of Batıbeton Beton San. A.Ş. The study is designed as a descriptive research and survey technique was used as a data collection method. While commitment and atmosphere from the relationship quality dimensions are perceived as the most important dimensions that increase customer loyalty, the level of communication is evaluated as a partial moderator.

Keywords

• Relationship quality,customer loyalty,concrete industry

References

1. Akakın, T., Kılınç C., Işık A., Zengin H. (2013). Hazır Beton Sektörü ve Beton Kullanımındaki Gelişmeler. Hazır Beton, 66-72, http://www.thbb.org/media/2088/makalethbb116.pdf
2. Arslan, M. (2012). Endüstriyel Pazarlama. İstanbul: Beta.
3. Athanasopoulou, P. (2006). Determining Relationship Quality in The Development of Business-to-Business Financial Services. Journal of Business-to-Business Marketing, 13(1), 87−120. doi:10.1300/J033v13n01_03
4. Aydin, S., Ozer, G. (2005). Customer Loyalty and the Effect of Switching Costs As a Moderator Variable. Marketing Intelligence and Planning, 23(1), 89-103. doi: http://dx.doi.org/10.1108/02634500510577492
5. Ata, U. Z., Toker A. (2012). The Effect of Customer Relationship Management Adoption in Business-to-Business Markets. Journal of Business & Industrial Marketing, 27(6), 497 – 507. doi: http://dx.doi.org/10.1108/08858621211251497
6. Boonlertvanich, K. (2011), Effect of Customer Perceived Value on Satisfaction and Customer Loyalty in Banking Service: The Moderating effect of Main-Bank Status. International Journal of Business Research, 7(6), 40-54
7. Bowen, J.T, Shoemaker, S. (2003). Loyalty: A Strategic Commitment. Cornell Hospitality Quarterly, 44(Qctober), 31-46. doi:10.1016/S0010-8804(97)83878-5
8. Brennan, R., Turnbull, P. W. (1999). Adaptive Behavior in Buyer–Supplier Relationships. Industrial Marketing Management, 28(5), pp. 481−495. doi: http://dx.doi.org/10.1016/S0019-8501(99)00057-7

9. Čater T, Čater B. (2010). Product and Relationship Quality Influence on Customer Commitment and Loyalty in B2B Manufacturing Relationships, Industrial Marketing Management 39, 1321–1333. doi: http://dx.doi.org/10.1016/j.indmarman.2010.02.006
10. Chang, Y., Chen, F. (2007). Relational Benefits, Switching Barriers and Loyalty: A Study of Airline Customers in Taiwan. Journal of Air Transport Management, 13(2), 104–109. doi: http://dx.doi.org/10.1016/j.jairtraman.2006.10.001
11. Eriksson K, Vaghult LA. (2000). Customer Retention, Purchasing Behavior and Relationship Substance in Professional Services. Industrial Marketing Management, 29, 363–372. doi: 10.1016/S0019-8501(00)00113-9
12. Ford, D., Ha°kansson, H. (2006). IMP – Some Things Achieved: Much More To Do. European Journal of Marketing, 40(3/4), 248-58. doi: http://dx.doi.org/10.1108/03090560610648039
13. Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56(1), 6–21. http://www.jstor.org/stable/1252129
14. Ganesan, S. (1994). Determinants of Long-Term Orientation in Buyer-Seller Relationships. Journal of Marketing, 58(1), 1-19. http://www.jstor.org/stable/1252265
15. Gounaris, Spiros P. (2005). Trust and Commitment Influences on Customer Retention: Insights From Business-To-Business Services, Journal of Business Research, 58, 126– 140. doi: 10.1016/S0148-2963(03)00122-X
16. Griffin, J. (1996). The Internet's Expanding Role in Building Customer Loyalty. Direct Marketing, 59(7), 50-53
17. Guenzi, P., Pardo, C., Georges, L. (2007). Relational Selling Strategy and Key Account Managers’ Relational Behaviors: An Exploratory Study. Industrial Marketing Management, 36, 121–133. DOI: http://dx.doi.org/10.1016/j.indmarman.2005.03.014
18. Gümmesson, E. (2002). Relationship Marketing in the New Economy. Journal of Relationship, 1(1), 37-57. doi: http://dx.doi.org/10.1108/08876040210447315
19. Gürbüz S., Şahin F. (2015). Sosyal Bilimlerde Araştırma Yöntemleri (2. Baskı). Ankara: Seçkin.
20. Hennig-Thurau, T., Gwinner, K. P., Gremler, D. D. (2002). Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relational Quality. Journal of Service Research, 4(3), 230−247. doi: 10.1177/1094670502004003006
21. Holmlund, M. (2008). A Definition, Model, and Empirical Analysis of Business-to-business Relationship Quality, International Journal of Service Industry Management,19(1), 32−62. doi: http://dx.doi.org/10.1108/09564230810855707
22. Hunt, S.D., Arnett, D.B., Madhavaram, S. (2006). The explanatory foundations of relationship marketing theory. Journal of Business and Industrial Marketing, 21(2), 72-87. doi: 10.1108/10610420610651296
23. Huntley, J.K. (2006). Conceptualization and Measurement of Relationship Quality: Linking Relationship Quality to Actual Sales and Recommendation Intention. Industrial Marketing Management 35, 703 – 714. doi: http://dx.doi.org/10.1016/j.indmarman.2005.05.011
24. Irene G., Frasquet-Deltoro, M., Cervera-Taulet A. (2009). The Value of B2B Relationships. Industrial Management & Data Systems, 109(5), 593 – 609. doi: http://dx.doi.org/10.1108/02635570910957605
25. Kumar V., Shahb, D. (2004). Building and Sustaining Profitable Customer Loyalty for the 21st Century. Journal of Retailing, 80, 317–330. doi: http://dx.doi.org/10.1016/j.jretai.2004.10.007
26. Leonidou, L. C., Barnes, B. R., Talias, M. A. (2006). Exporter Importer Relationship Quality: The Inhibiting Role of Uncertainty, Distance, and Conflict. Industrial Marketing Management, 35, 576–588. doi: http://dx.doi.org/10.1016/j.indmarman.2005.06.012
27. Leuthesser, L. (1997). Supplier Relational Behaviour: An Empirical Assessment, Industrial Marketing Management, 26(3), 245-54. doi: 10.1016/S0019-8501(96)00092-2
28. Leverin, A., Liljander, V. (2006). Does Relationship Marketing Improve Customer Relationship Satisfaction and Loyalty. International Journal of Bank Marketing, 24(4), 232-251. doi: http://dx.doi.org/10.1108/02652320610671333
29. Lin, C.P., Ding, C.G. (2006). Evaluating Group Differences in Gender During The Formation o Relationship Quality and Loyalty in ISP Service. Journal of Organizational and End User Computing, 18(2), 38-62. doi: 10.4018/978-1-59904-295-4.ch014
30. Liu, Y., Li, Y., Zhang, L. (2010). Control Mechanisms Across A Buyer–Supplier Relationship Quality Matrix.Journal of Business Research 63, 3–12. doi: http://dx.doi.org/10.1016/j.jbusres.2009.01.005
31. Madupalli R., Pannirselvam G., Williams C. (2014). Quality of Business to Business Relationships: Impact of Customer-Supplier Differences, Academy of Marketing Studies Journal, 18(2), 149-160.
32. Mitręga M., Katrichis J. (2010). Benefiting from Dedication and Constraint in Buyer–Seller Relationships, Industrial Marketing Management, 39, 616–624. doi: http://dx.doi.org/10.1016/j.indmarman.2009.05.004
33. Mohr, J., Spekman, R., (1994). Characteristics of Partnership Success: Partnership Attributes, Communication Behavior and Conflict Resolution Techniques. Strategic Management Journal, 15, 135–152. doi: 10.1002/smj.4250150205
34. Moliner, J. S., Moliner M., Sánchez-Garcia T. J. (2013). Relationship Quality in Business To Business: A Cross-Cultural Perspective From Universities. Marketing Intelligence &Planning, 31(3), 196 – 215. doi: http://dx.doi.org/10.1108/02634501311324573
35. Morgan RM, Hunt SD, (1994). The Commitment–Trust Theory of Relationship Marketing. Journal of Marketing 58, 20–38. doi: 10.2307/1252308
36. Nyaga, G. N., Whipple J. M.(2011). Relationship Quality and Performance Outcomes: Achieving a Sustainable Competitive Advantage. Journal of Business Logistics, 32(4), 345–360. doi: 10.1111/j.0000-0000.2011.01030.x
37. ÖZTÜRK, E. (2005). Çoklu Doğrusal Regresyon Modeli, SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Şeref Kalaycı (Ed.). Ankara: Asil. Panayides, P. M. (2002). Identification of Strategic Groups Using Relationship Marketing Criteria: A Cluster Analytic Approach in Professional Services. The Service Industries Journal, 22(2), 149−166. doi: 10.1080/714005071
38. Peng LY, Wang Q. (2006). Impact of Relationship Marketing Tactics (RMTs) on Switchers and Stayers in a Competitive Service Industry. Journal of Marketing Management, 22, 25-59. doi: 10.1362/026725706776022263
39. Raza, A., Rehman Z. (2012). Impact of Relationship Marketing Tactics on Relationship Quality and Customer Loyalty: A Case Study of Telecom Sector of Pakistan. African Journal of Business Management, 6(14), 5085-5092. doi: 10.5897/AJBM11.3022
40. Rauyruen, P., Miller, K. E. (2007). Relationship Quality As a Predictor of B2B Customer Loyalty. Journal of Business Research, 60, 21–31. doi: http://dx.doi.org/10.1016/j.jbusres.2005.11.006
41. Roberts, K., Varki, S. and Brodie, R. (2003). Measuring The Quality of Relationships in Consumer Services: An Empirical Study. European Journal of Marketing, 13(1/2), 169-196. doi: http://dx.doi.org/10.1108/03090560310454037
42. Russo, I., Confente I., Gligor D.M. and Autry C.W. (2015). To Be Or Not To Be (Loyal): Is There a Recipe For Customer Loyalty in The B2B Context?. Journal of Business Research, 1-19. doi: http://dx.doi.org/10.1016/j.jbusres.2015.07.002
43. Sahay, B.S. (2003). Understanding Trust in Supply Chain Relationship. Industrial Management & Data Systems, 103(8), 553-563. doi: http://dx.doi.org/10.1108/02635570310497602
44. Sharma S., Durand R., Oded Gur-Arie. (1981). Identification and Analysis of Moderator Variables. Journal of Marketing Research, 18, 291-300, http://www.jstor.org/stable/3150970
45. Sindhav, B.G., Lusch, R.F. (2008). An Identification-Based Model of Supplier-Retailer Communication. Journal of Marketing Channels, 15(4), 281-314. doi: 10.1080/10466690802063978
46. Spreng, R. A., MacKenzie S. B., Olshavsky R.W. (1996). A Reexaminaition of the Determinants of Consumer Satisfaction, Journal of Marketing, 60, pp.15-32, http://www.jstor.org/stable/1251839
47. Su, Q., Song, Y., Li, Z., Dang, J. (2008). The Impact of Supply Chain Relationship Quality on Cooperative Strategy. Journal of Purchasing & Supply Management, 14, 263-272. doi: http://dx.doi.org/10.1016/j.pursup.2008.08.002
48. Svensson, G. (2004). Vulnerability in Business Relationships: The Gap Between Dependence and Trust. Journal of Business & Industrial Marketing, 19(7), 469-483. doi: http://dx.doi.org/10.1108/08858620410564418
49. THBB (Türkiye Hazır Beton Birliği). (2015), 2013 - 2014 Yılı Hazır Beton Sektörü İstatistikleri, THBB Yayınları http://www.thbb.org/media/74449/2013-2014-hazır-beton-sektoru-verileri22062015.pdf [15.01.2016]
50. Ulaga, W. (2003), Capturing Value Creation in Business Relationships: A Customer Perspective, Industrial Marketing Management, 32(8), pp.677−693. doi: http://dx.doi.org/10.1016/j.indmarman.2003.06.008
51. Veloutsou, C, Daskou, S., Daskou, A. (2004). Are the Determinants of Bank Loyalty Brand Specific?. Journal of Financial Services Marketing, 9(2), 113-125. doi:10.1057/palgrave.fsm.4770146
52. Woo, K. S., Ennew, C. T. (2004). Business-to-Business Relationship Quality: An IMP İnteraction-Based Conceptualization and Measurement, European Journal of Marketing, 38(9/10), 1252−1271. doi: http://dx.doi.org/10.1108/03090560410548960
53. Song, Y., Su, Q., Liu, Q., and Wang, T. (2012). Impact of Business Relationship Functions on Relationship Quality and Buyer's Performance. Journal of Business & Industrial Marketing, 27(4), 286-298. doi: http://dx.doi.org/10.1108/08858621211221661