Success Criteria Evaluation of Customer-Focused Meat Supply Chains

Öz

Food producers and retailers need to pay more attention to being customer-oriented in order to gain advantage and continue their activities in the highly competitive market. In order to improve market shares and avoid unnecessary supply chain operations, it is useful to be aware of, adopt and manage consumers' preferences and perceptions. The purpose of this study is to reveal the hierarchical structure of the success criteria of customer-focused meat supply chain management and to classify these criteria according to their impact strengths. To the aim, supply chain management related criteria affecting the meat purchase behavior of customers were compiled through literature review. Then, the relationships between these criteria were examined by Interpretive Structural Modeling and MICMAC analysis. As a result of the analyzes, a hierarchical model and dependent/independent classification are developed among the criteria that had complex relationships. According to the results obtained, it is determined that the packaging and traceability criteria are the criteria that have the highest impact power and the least impacted level from other criteria.

Müşteri Odaklı Et Tedarik Zincirlerinde Başarı Kriterlerinin Değerlendirilmesi

Öz

Gıda üreticileri ve perakendecileri rekabet yoğun modern pazarda rekabet avantajı elde edebilmek ve faaliyetlerini sürdürebilmek için müşteri odaklı olmaya daha fazla özen göstermek durumundadırlar. Tüketicilerin tercih ve algılarının farkında olabilmek, benimseyebilmek ve gerekli şekilde yönetebilmek; pazar paylarını iyileştirmek ve gereksiz tedarik zinciri operasyonlarından kaçınabilmek adına faydalıdır. Bu çalışmanın amacı, et tedarik zinciri yönetiminde müşteri odaklı olabilmek adına belirlenen başarılı kriterlerinin hiyerarşik yapısını ortaya koymak ve bu kriterleri etkileme ve etkilenme kuvvetlerine göre sınıflandırmaktır. Bu amaca yönelik literatür araştırmasıyla müşterilerin et satın alma davranışına etki eden kriterler tedarik zinciri yönetimiyle ilgili olacak şekilde derlenmiştir. Daha sonra bu kriterler arasındaki ilişkiler Yorumlayıcı Yapısal Modelleme ve MICMAC analizi ile incelenmiştir. Analizler sonucunda karmaşık ilişkilere sahip olan kriterler arasında hiyerarşik bir model geliştirilmiş ve bağımlı/bağımsız kriterler belirlenmiştir. Elde edilen sonuçlara göre ambalaj ve izlenebilirlik kriterlerinin diğer kriterleri en yüksek etkileme gücüne ve diğer kriterlerden en az etkilenme seviyesine sahip kriterler olduğu tespit edilmiştir.

Anahtar Kelimeler

• Tedarik Zinciri
• Tüketici Odaklı Lojistik
• Tüketici Davranışı
• Soğuk Zincir

Kaynakça

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