Yükseköğretim Kurumlarının Sürdürülebilir Rekabet Avantajı Elde Edebilmelerinde İlişkisel Pazarlamanın Rolü: Kaynak Avantajı Teorisi Bağlamında Nicel Bir İnceleme

Yıl 2021, Cilt: 5 Sayı: 3, 1493 - 1516, 30.09.2021

Fatih Şahin , Ercan Taşkın

https://doi.org/10.29023/alanyaakademik.872888

Cited By: 1

Öz

Bu araştırmanın amacı güncel gelişmeler kapsamında yükseköğretim kurumlarının pazarlama faaliyetlerine yönelik ihtiyaçlarını ortaya koymak ve kaynak avantajı teorisi kapsamında iş birliklerinin başarısına ve yükseköğretim kurum performansına etki eden faktörleri yetkinlik temelli, kaynak temelli ve ilişkisel pazarlama bütünleşik modeli ile incelemektir. Yükseköğretim kurumlarının iş birliği başarısı ve kurum performansları üzerindeki etkisi olan faktörler kaynak avantajı teorisinin öne sürdüğü bütünleşik model kullanılarak "Bölgesel Kalkınma Odaklı İhtisaslaşma" projesi kapsamında yer alan kurumlardan birisi olan Uşak Üniversitesi özelinde incelenmiştir. Araştırmada kullanılan veriler Uşak Üniversitesi'nde çalışmakta olan toplam 513 akademik ve idari personelden elde edilmiştir. Araştırmanın varsayımlarının analizinde yapısal eşitlik modellemesi kullanılmıştır. Elde edilen bulgulara göre uzun dönemli ilişkiler kapsamında oluşturulan iş birlikleri, ortaklık yetkinlikleri ve özgün kaynakların rekabette konum avantajı elde edebilmede önemli bir rolü olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

Yükseköğretim Pazarlaması, İlişkisel Pazarlama, Kaynak Avantajı Teorisi, Yetkinlikler, Kaynaklar

Gaining Sustainable Competitive Advantage Through Relationship Marketing in Higher Education Institution: A Quantitative Analysis in the Resource Advantage Theory Context

Öz

The aim of this study is to reveal the needs of higher education institutions for marketing activities within the scope of current developments and to examine the factors affecting the success of cooperation and higher education institution performance within the scope of resource advantage theory with an integrated model of competency-based, resource-based and relational marketing. The factors that have an effect on the cooperation success of higher education institutions and their performance have been examined with the integrated model proposed within the scope of resource advantage theory in the context of Uşak University that one of the members of "Regional Development Oriented Mission Differentiation and Specialization Programme". The data used in this study was obtained from a total of 513 academic and administrative staff working at Uşak University. Structural equation modeling was employed to analyze the assumptions of the research. The findings show that the cooperation, partnership competencies, and original resources created within the scope of long-term relationships play a significant role in gaining a competitive position advantage.

Anahtar Kelimeler

Higher Education Marketing, Relationship Marketing, Resource Advantage Theory, Competences, Resources

Kaynakça

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