Impact of relationship quality with supplier on perceived value during industrial purchasing process: An investigation on five-star hotels

Yıl 2010, Cilt: 21 Sayı: 1 - Prof. Dr. Hasan Işın Dener Özel Sayısı, 51 - 63, 01.06.2010

Özkan Öznur Tektaş Bahtışen Kavak

Öz

This study investigates the effect of relationship quality on five star hotels' managers' perceived value for the supplier firm during their purchase of industrial goods in Turkey. Confirmatory factor analysis and linear regression analysis were applied on data collected from 112 five star hotels' purchasing managers through survey method. Results indicate that relationship quality dimensions of trust, commitment, information sharing, and communication have positive and significant effects on perceived value of supplier. A relationship quality/perceived value grid was developed and some suggestions for marketing managers were presented at the last section.

Anahtar Kelimeler

five star hotels, industrial product, industrial buyer, perceived value, industrial marketing, relationship quality, supplier, tourism sector, Turkey, questionnaire, hospitality industry

Endüstriyel ürünlerin satın alınması sürecinde tedarikçi ile olan ilişki kalitesinin algılanan değer üzerindeki etkisi: Beş yıldızlı otellerde bir araştırma

Öz

Çalışmada, Türkiye'deki Turizm sektöründe faaliyet gösteren beş yıldızlı otel yöneticilerinin, üretim mallarını satın alma süreçlerinde, tedarikçileri ile olan ilişki kalitesinin, o tedarikçiyle ilgili olarak algıladıkları değer üzerindeki etkisi incelenmektedir. Bu amaçla 112 beş yıldızlı otelin satın alma yöneticilerinden anket yöntemi ile toplanan verilere doğrulayıcı faktör analizi ve doğrusal regresyon analizleri uygulanmıştır. Analizler sonucunda, ilişki kalitesi boyutlarından güven, bağlılık, bilgi paylaşımı ve iletişimin, otel yöneticilerinin algıladıkları değer üzerinde anlamlı ve olumlu etkisi tespit edilmiştir. Son kısımda, çalışmanın bulgularından faydalanılarak oluşturulan ilişki kalitesi/ algılanan değer matrisi sunulmakta ve pazarlama yöneticileri için önerilerde bulunulmaktadır.

Anahtar Kelimeler

beş yıldızlı oteller, endüstriyel ürün, endüstriyel alıcı, algılanan değer, endüstriyel pazarlama, ilişki kalitesi, tedarikçi, turizm sektörü, Türkiye, anket, konaklama sektörü

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