DAĞITIM KANALLARINDA ÜRETİCİ - BAYİ İLİŞKİLERİNDE BAĞIMLILIK KAVRAMI VE BAĞIMLILIĞIN İŞBİRLİĞİ, BAĞLILIK VE MEMNUNİYET ÜZERİNE ETKİLERİ

Öz

Bu makalede dağıtım kanalı içerisinde yer alan üretici firmalar ile aracıları arasındaki karşılıklı iş ilişkileri sonucunda ortaya çıkan bağımlılık kavramının önemi üzerinde durulmaktadır. Bağımlılık kavramının unsurları özgün yatırımlar, yerine konulabilirlik ve önem ve bunların üretici-bayi ilişkilerine olan etkisi tartışılmaktadır. Ayrıca bağımlılığın önemli çıktıları olan üç değişken bağlılık, işbirliği davranışı ve memnuniyet ile arasındaki bağlantı ayrıntılı olarak incelenmektedir. Makalenin teorik bölümünde ortaya atılan hipotezler, Türkiye'de faaliyet gösteren 192 otomobil bayisine yapılan anket çalışması ile test edilmekte ve sonuçların tartışılması ile makale sona ermektedir.

Anahtar Kelimeler

• Dağıtım Kanalları, Bağımlılık, Bağlılık, İşbirliği, Memnuniyet

Öz

in this study, we focus on the construct of dependence in \vorking relationships between manufacturer firms and their distributors. We discuss the three facets of the dependence construct transaction investments, replacability and importance and their specific effects on manufacturer-distributor relationships. Specifically, the links between dependence and some important relational outcomes commitment, cooperation and satisfaction are investigated in detail. The hypotheses developed in the conceptual section of the study are tested using survey data collected from 192 automobile dealers in Turkey. Several implications of the study finding are presented.

Anahtar Kelimeler

• Distribution Channels, Dealer Dependence, Commitment, Cooperation, Satisfaction

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