Mikro Ölçekli İşletmelerde Müşterilerce Algılanan Risk, Organizasyonel Hazırlık ve Firma Rekabet Avantajının Firma İhracat Niyetine Etkisi: Türkiye, TR33 Bölgesinde Bir Araştırma

Yıl 2025, Sayı: 83, 113 - 134, 30.01.2025

Murat Öztürk

https://doi.org/10.51290/dpusbe.1531268

Öz

Araştırma kapsamında gerek devletler gerekse de mikro işletmeler için önem arz eden ihracat yapma/yapabilme konusunda ateşleyici parametre olarak kabul edilen ihracat niyetine etki eden unsurlar araştırılmak ve tespit edilmek istenmiş bu bağlamda da geçmiş literatür dikkate alınarak Müşterilerce Algılanan Risk, Organizasyonel Hazırlık ve Firma Rekabet Avantajının Firma İhracat Niyetine olan etkisi incelemeye alınmıştır. Bu bağlamda da araştırma bölgesi olarak Türkiye’de bulunan ve Afyonkarahisar, Kütahya, Manisa ve Uşak illerini barındıran TR33 bölgesi ve araştırma kitlesi olarak ise bu bölgede faaliyet gösteren mikro imalat işletmeleri seçilmiştir. Araştırma yöntemi olarak Yapısal Eşitlik Modeli (YEM) kullanılmış ve analizler için IBM SPSS V.25 ve IBM SPSS AMOS V.22 paket programları araç olarak tercih edilmiştir. Araştırma literatürde var olan bulgu ve ölçekler modifiye edilerek 5’li likert bir ölçek hazırlanmış ve araştırma bölgesinde bulunan katılımcılara ulaşılarak 198 adet veri elde edilmiştir. Araştırma sonucunda müşterilerin firmaya karşı tutumunun yanı sıra algıladıkları risk, firma çalışanlarının nezdinde organizasyonun hazırlığı ve firmanın sahip olduğu rekabet avantajı ile firmaların ihracat niyetleri arasında pozitif yönlü bir ilişki olduğu tespit edilmiştir.

Anahtar Kelimeler

Müşterilerce algılanan risk, Organizasyonel hazırlık, Rekabet avantajı, İhracat niyeti, Yapısal eşitlik modeli (YEM)

The Effect of Customer-Perceived Risk, Organizational Readiness and Competitıve Advantage on Company Export Intention in Micro-Scale Enterprises: A Study in TR33 Region in Türkiye

Öz

Within the scope of the research, it was aimed to investigate and determine the factors affecting the export intention, which is accepted as the triggering parameter in terms of exporting/being able to export, which is important for both states and micro enterprises, and in this context, the effect of Customer Perceived Risk, Organizational Readiness and Firm Competitive Advantage on Firm Export Intention was examined by considering the previous literature. In this context, the TR33 region, located in Turkiye and including Afyonkarahisar, Kutahya, Manisa and Usak provinces, was selected as the research area, and the micro manufacturing enterprises operating in this region were selected as the research population. Structural Equation Model (SEM) was used as the research method and IBM SPSS V.25 and IBM SPSS AMOS V.22 package programs were preferred as tools for the analyses. A 5-point Likert scale was prepared by modifying the findings and scales in the research literature, and 198 data were obtained by reaching the participants in the research region. As a result of the research, it has been determined that there is a positive relationship between the attitude of the customers towards the company, the risk they perceive, the preparedness of the organization in the eyes of the company employees, the competitive advantage of the company and the export intentions of the companies.

Anahtar Kelimeler

Risk perceived by customers, Organizational readiness, Competitive advantage, Export intention, Structural equation modeling (SEM)

Kaynakça

• Ahmadinejad, B., Karampour, A., & Nazar, Y. (2014). A survey on interactive effect of brand image and perceived quality of service on each other; (case study: Etka chain stores). Arabian Journal of Business and Management Review (Kuwait Chapter), 3(8), 217-224.
• Akiyama, M. J., Muller, A., Huang, O., Lizcano, J., Nyakowa, M., Riback, L., & Kurth, A. (2022). Hepatitis C-related knowledge, attitudes and perceived risk behaviours among people who inject drugs in Kenya: A qualitative study. Global Public Health, 17(6), 1016-1028.
• Anand, A., Brons Kringelum, L., Oland Madsen, C., & Selivanovskikh, L. (2021). Interorganizational learning: a bibliometric review and research agenda. The Learning Organization, 28(2), 111-136.
• Apriliyanti, I. D., & Alon, I. (2017). Bibliometric analysis of absorptive capacity. International Business Review, 26(5), 896–907.
• Ashraf, M. A., & Niazi, A. (2018). Impact of brand image, service quality and trust on customer loyalty, moderating effect of perceived price fairness and the mediating effect of customer satisfaction: case study on telecommunication sector of Pakistan. Service Quality and Trust on Customer Loyalty, Moderating Effect of Perceived Price Fairness and the Mediating Effect of Customer Satisfaction: Case Study on Telecommunication Sector of Pakistan (August 20, 2018).
• Atagül E. N., Özdemir Y., Yıldırım M. ve Aytekin M. A. (2024) İşletmelerde rekabet avantajı için dinamik planlama ve iş akış yönetiminin irdelenmesi. Journal of Engineering and Basic Sciences, 2, 50-62.
• Benitez, J., Ray, G., & Henseler, J. (2018). Impact of information technology infrastructure flexibility on mergers and acquisitions. MIS quarterly, 42(1), 25-44.
• Cavusgil, S. T. (2009). International business: Strategy, management, and the new realities. Pearson Education India.
• Cavusgil, S. T., & Nevin, J. R. (1981). Internal determinants of export marketing behavior: An empirical investigation. Journal of marketing Research, 18(1), 114-119.
• Cenamor, J. (2021). Complementor competitive advantage: A framework for strategic decisions. Journal of Business Research, 122, 335–343.
• Chao, C. C., Yang, J. M., & Jen, W. Y. (2007). Determining technology trends and forecasts of RFID by a historical review and bibliometric analysis from 1991 to 2005. Technovation, 27(5), 268–279.
• Czinkota, M. R. (2007). International marketing. Cengage Learning.
• Dagnino, G. B., Picone, P. M., & Ferrigno, G. (2021). Temporary Competitive Advantage: A state-of-the-art literature review and research directions. International Journal of Management Reviews, 23(1), 85–115.
• Danvila-del-Valle, I., Est´evez-Mendoza, C., & Lara, F. J. (2019). Human resourcestraining: A bibliometric analysis. Journal of Business Research, 101, 627–636.
• Demirağ, F., & Söylemez, C. (2023). Tüketicilerin affetme davranışı ve kişisel yeniliğin hizmet çıktısı olarak değiştirme niyetine etkisi: Online yemek satış siteleri üzerine bir uygulama. İktisadi İdari ve Siyasal Araştırmalar Dergisi, 8(22), 795-807. https://doi.org/10.25204/iktisad.1329765
• Drnevich, P. L., Mahoney, J. T., & Schendel, D. (2020). Has strategic management research lost its way. Strategic Management Review, 1(1), 1119–1127.
• Eloranta, V., & Turunen, T. (2015). Seeking competitive advantage with service infusion: A systematic literature review. Journal of Service Management, 26(3), 394–425.
• Fishbein, M., & Ajzen, I., 1977. Belief, Attitude, Intention, and Behavior: An introduction to Theory and Research.
• Forlani, D., Parthasarathy, M., & Keaveney, S. M. (2008). Managerial risk perceptions of international entry‐mode strategies: The interaction effect of control and capability. International Marketing Review, 25(3), 292-311.
• Gamble, J., Thompson, A., & Peteraf, M. (2014). Essentials of strategic management 4e. McGraw Hill.
• Gerdsri, N., Kongthon, A., & Vatananan, R. S. (2013). Mapping the knowledge evolution and professional network in the field of technology roadmapping: A bibliometric analysis. Technology Analysis & Strategic Management, 25(4), 403–422.
• Gist, M. E., & Mitchell, T. R. (1992). Self-efficacy: A theoretical analysis of its determinants and malleability. Academy of Management review, 17(2), 183-211.
• Golovko, E., & Valentini, G. (2011). Exploring the complementarity betweeninnovation and export for SMEs’ growth. Journal of International Business Studies, 42(3), 362-380.
• Griffith, D. A., Cavusgil, S. T., & Xu, S. (2008). Emerging themes in international business research. Journal of international business studies, 39, 1220-1235.
• Gunasekaran, A., Subramanian, N., & Papadopoulos, T. (2017). Information technology for competitive advantage within logistics and supply chains: A review. Transportation Research Part E: Logistics and Transportation Review, 99, 14–33.
• Haddoud, M. Y., Jones, P., & Newbery, R. (2021). Export intention in developing countries: A configuration approach to managerial success factors. Journal of Small Business Management, 59(1), 107-135.
• Hessels, J., & Terjesen, S. (2010). Resource dependence and institutional theory: An integrated approach to understanding small firms' internationalization. International Business Review, 19(4), 285-292. https://doi.org/10.1016/j.ibusrev.2009.08.001
• Hornibrook, S. A., & Fearne, A. (2003). Managing perceived risk as a marketing strategy for beef in the UK foodservice industry. International Food and Agribusiness Management Review, 6(3).
• Jaffe, E. D., & Pastemak, H. (1994). An attidudinal model to determine the export intention of non-exporting, small manufacturers. International Marketing Review, 11(3), 17-32.
• Jones, R. A., Jimmieson, N. L., & Griffiths, A. (2005). The impact of organizational culture and reshaping capabilities on change implementation success: The mediating role of readiness for change. Journal of management studies, 42(2), 361-386.
• Johanson, J., & Vahlne, J. E. (2017). The internationalization process of the firm - A model of knowledge development and increasing foreign market commitments. In International business (pp. 145-154). Routledge.
• Kosat, A. (2024). Marka güveni ve marka imajının müşterilerin memnuniyetlerine etkileri psikolojik iyi oluşun düzenleyici görevi. Doğuş Üniversitesi Dergisi, 25(2), 273-294. https://doi.org/10.31671/doujournal.1391647
• Kryscynski, D., Coff, R., & Campbell, B. (2021). Charting a path between firm-specific incentives and human capital-based competitive advantage. Strategic Management Journal, 42(2), 386–412.
• Lieberman, M. (2021). Is Competitive Advantage Intellectually Sustainable?. Strategic Management Review, 2(1), 29–46.
• Linz, C., Müller-Stewens, G., & Zimmermann, A. (2017). Radical business model transformation: Gaining the competitive edge in a disruptive world. Kogan Page Publishers.
• Lokuge, S., Sedera, D., Grover, V., & Dongming, X. (2019). Organizational readiness for digital innovation: Development and empirical calibration of a construct. Information & management, 56(3), 445-461.
• Meyer, J. P., & Herscovitch, L. (2001). Commitment in the workplace: Toward a general model. Human resource management review, 11(3), 299-326.
• Morgan, R. E., Katsikeas, C. S., & Chien, C. S. (2015). Export Intention and Export Development: The Influences of Export Stimuli. In Proceedings of the 1997 World Marketing Congress (pp. 162-162). Springer International Publishing.
• Morgan, R. E., & Katsikeas, C. S. (1997). Export stimuli: Export intention compared with export activity. International Business Review, 6(5), 477-499.
• Nayak, B., Bhattacharyya, S. S., & Krishnamoorthy, B. (2022). Exploring the black box of competitive advantage–An integrated bibliometric and chronological literature review approach. Journal of Business Research, 139, 964-982.
• Okafor, A., Adeleye, B. N., & Adusei, M. (2021). Corporate social responsibility and financial performance: Evidence from US tech firms. Journal of cleaner production, 292, 126078.
• Park, Y., Fujimoto, T., & Hong, P. (2012). Product architecture, organizational capabilities and IT integration for competitive advantage. International Journal of Information Management, 32(5), 479-488.
• Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. Free Press.
• Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Hong Thuy, T. T., & Merani, S. H. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention: The mediating and moderating roles of trust and perceived risk in online shopping. Cogent Business & Management, 8(1), 1869363.
• Rafferty, A. E., & Simons, R. H. (2006). An examination of the antecedents of readiness for fine-tuning and corporate transformation changes. Journal of business and psychology, 20, 325-350.
• Reid, S. D. (1981). The decision-maker and export entry and expansion. Journal of international business studies, 12, 101-112.
• Samoggia, A., Grillini, G., & Del Prete, M. (2021). Price fairness of processed tomato agro-food chain: The Italian consumers’ perception perspective. Foods, 10(5), 984.
• Sigalas, C. (2015). Competitive advantage: the known unknown concept. Management Decision, 53(9), 2004-2016.
• Sigalas, C., & Pekka-Economou, V. (2013). Revisiting the concept of competitive advantage: Problems and fallacies arising from its conceptualization. Journal of Strategy and Management, 6(1), 61-80.
• Simbolon, F. P., Handayani, E. R., & Nugraedy, M. (2020). The Influence of Product Quality, Price Fairness, Brand Image, and Customer Value on Purchase Decision of Toyota Agya Consumers: A Study of Low Cost Green Car. Binus Business Review, 11(3), 187-196.
• Singh, S. K., Chen, J., Del Giudice, M., & El-Kassar, A. N. (2019). Environmental ethics, environmental performance, and competitive advantage: Role of environmental training. Technological Forecasting and Social Change, 146, 203-211.
• Stone, R. N., & Gronhaug, K. (1993). Perceived risk: Further considerations for the marketing discipline. European Journal of marketing, 27(3), 39-50.
• Teece, D. J. (2020). Fundamental issues in strategy: Time to reassess. Strategic Management Review, 1(1), 103-144.
• Tho, N. X., Lai, M. T., & Yan, H. (2017). The effect of perceived risk on repurchase intention and word–of–mouth in the mobile telecommunication market: A case study from Vietnam. International Business Research, 10(3), 8-19.
• Webster, J., & Watson, R. T. (2002). Analyzing the past to prepare for the future: Writing a literature review. MIS Quarterly, 26(2), 13–23.
• Weeks, W. A., Roberts, J., Chonko, L. B., & Jones, E. (2004). Organizational readiness for change, individual fear of change, and sales manager performance: An empirical investigation. Journal of Personal Selling & Sales Management, 24(1), 7-17.
• Weiner, B. J. (2020). A theory of organizational readiness for change. In Handbook on implementation science (pp. 215-232). Edward Elgar Publishing.
• Wu, C. C., Liao, S. H., Chen, Y. J., & Hsu, W. L. (2011). Service quality, brand image and price fairness impact on the customer satisfaction and loyalty. In 2011 IEEE international conference on industrial engineering and engineering management (pp. 1160-1164). IEEE.
• Yen, H. R., Wang, W., Wei, C. P., Hsu, S. H. Y., & Chiu, H. C. (2012). Service innovation readiness: dimensions and performance outcome. Decision Support Systems. 53, 813–824.
• Zhong, Y., & Moon, H. C. (2020). What drives customer satisfaction, loyalty, and happiness in fast-food restaurants in China? Perceived price, service quality, food quality, physical environment quality, and the moderating role of gender. Foods, 9(4), 460.