DETERMINING THE FACTORS AFFECTING COOPERATION LEVELS OF BUSINESSES WITH THEIR SUPPLIERS: AN APPLICATION ON MANUFACTURING AND SERVICE BUSINESSES IN TRB2 REGION

Yıl 2021, , 441 - 466, 29.11.2021

Özgün Cümandür Ümit Doğrul

https://doi.org/10.53092/duiibfd.984350

Cited By: 1

Öz

Today, it is important for businesses to establish long-term relationships with their customers for their sustainability. Relationship marketing activities play a key role in creating a long-term relationship. Cooperation is an essential element for the success of relationship marketing. For this reason, businesses need to constantly review the level of cooperation they have established with their suppliers. The aim of this study is to determine the effect of trust and commitment on the level of cooperation and the effect of cooperation on post-collaboration performance. In addition, the study aimed to reveal the factors affecting trust and commitment. In this context, the created questionnaires were applied to 181 companies in the TRB2 region and the hypotheses determined within the scope of the research were tested with partial least squares structural equation modeling (PLS-SEM). According to the results of the analysis, it was determined that trust and relationship commitment are two important determinants of the level of cooperation. It has been determined that the level of cooperation has a positive effect on the cooperation performance. In addition, a positive effect of termination cost and post-acquisition benefit variables on relationship commitment was revealed in the study. Relationship policies and practices and trust in healthy communication and information exchange positively; It was determined that opportunistic behaviors had a negative effect on trust. No relationship was found between the level of product prices and relationship commitment.

Anahtar Kelimeler

Relationship Marketing, Cooperation, Trust, Relationship Commitment, PLS-SEM, Relationship Marketing, Cooperation, Trust, Relationship Commitment, PLS-SEM

İŞLETMELERİN TEDARİKÇİLERİYLE OLAN İŞ BİRLİĞİ DÜZEYLERİNİ ETKİLEYEN FAKTÖRLERİN BELİRLENMESİ: TRB2 BÖLGESİNDEKİ İMALAT VE HİZMET İŞLETMELERİ ÜZERİNE BİR UYGULAMA

Öz

Günümüzde işletmelerin sürdürülebilirliği için müşterileri ile uzun dönemli ilişki kurması önemlidir. İlişkisel pazarlama faaliyetleri uzun dönemli ilişkinin yaratılmasında kilit rol oynamaktadır. İş birliği, ilişkisel pazarlamanın başarısı için önemli bir unsurdur. Bu sebeple işletmelerin tedarikçileri ile kurdukları iş birliğinin düzeyini sürekli olarak gözden geçirmesi gerekmektedir. Bu çalışmanın amacı, güven ve bağlılığın iş birliği düzeyine; iş birliğinin ise iş birliği sonrası performansa olan etkisini belirlemektir. Ayrıca çalışmada, güven ve bağlılığı etkileyen faktörleri de ortaya koymak amaçlanmıştır. Bu kapsamda, oluşturulan anketler TRB2 bölgesinde 181 firmaya uygulanmış ve araştırma kapsamında belirlenen hipotezler kısmi en küçük kareler yapısal eşitlik modellemesi (PLS-SEM) ile test edilmiştir. Analiz sonuçlarına göre güven ve ilişki bağlılığının iş birliği düzeyinin iki önemli belirleyicisi olduğu belirlenmiştir. İş birliği düzeyinin ise iş birliği performansını olumlu etkilediği tespit edilmiştir. Ayrıca çalışmada ilişkiyi sonlandırma maliyeti ve edinim sonrası fayda değişkenlerinin ilişki bağlılığı üzerinde olumlu bir etkisi ortaya konmuştur. İlişki politika ve uygulamaları ve sağlıklı iletişim ve bilgi değişiminin güveni olumlu yönde; fırsatçı davranışların ise güveni olumsuz yönde etkisi olduğu belirlenmiştir. Ürün fiyatları düzeyi ile ilişki bağlılığı arasında ilişki bulunamamıştır.

Anahtar Kelimeler

ilişkisel pazarlama, işbirliği, güven, ilşkisel bağlılık, PLS-SEM

Kaynakça

• Anderson, E. & Weitz, B. (1992). The Use of Pledges to Build and Sustain Commitment in Distribution Channels. Journal of Marketing Research, 29, 18-34.
• Anderson, J.C. & Narus, J.A. (1990). A model of distributor firm and manufacturer firm working partnership. Journal of Marketing, 54(1), 42-58.
• Ariani, D.W., (2015). Relationship model of personality, communication, student engagement, and learning satisfaction. Business Management and Educucation, 13(2), 175–202.
• Barry, J. M. & Doney, P. M. (2011). Cross-Cultural Examination of Relationship Quality. Journal of Global Marketing, 24(4), 305-323.
• Baxter, R. & Matear, S. (2004). Measuring Intangible Value in Business to Business Buyer – Seller Relationships: An Intellectual Capital Perspective. Industrial Marketing Management, 3(6), 491-500.
• Bei, L. T., & Chiao, Y. C. (2001). An integrated model for the effects of perceived product, perceived service quality, and perceived price fairness on consumer satisfaction and loyalty. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 14, 125-140.
• Berry, L. L. (1995). Relationship marketing of services--growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23 (4), 236-245.
• Bove, L.L., Pervan, S.J., Beatty, S.E. & Shiu, E. (2009). Service worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research, 62, 698–705.
• Brass, D., Galaskiewicz, J., Greeve, H. R., & Tsai, W. (2004). Taking stock ofnetworks and organizations: A multilevel perspective. Academy of Manage-ment Journal, 47(6), 795–817.
• Brito, L. A. L., Brito, E. P. Z., & Hashiba, L. H. (2014). What type of cooperation with suppliers and customers leads to superior performance? Journal of Business Research, 67, 952–959.
• Chen, H. & Hu H. (2010). The effect of relational benefits on perceived value in relation to customer loyalty: An empirical study in the Australian coffee outlets industry. International Journal of Hospitality Management, 29, 405-412.
• Chin, W. W. (1998). The partial least squares approach to structural equation modeling, modern business research methods. Lawrence Erlbaum Associates, Mahwah, NJ.
• Chou, S. & Chen, C.W. (2018). The influences of relational benefits on repurchase intention in service contexts: the roles of gratitude, trust and commitment. Journal of Business & Industrial Marketing, 33(5), 680-692.
• Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2. ed). Hillsdale, NJ. Lawrence Earlbaum Associates
• Conze, O., Bieger, T., Laesser, C. & Riklin, T. (2010). Relationship intention as a mediator between relational benefits and customer loyalty in the tour operator industry. Journal of Travel & Tourism Marketing, 27, 51-62.2
• Cui, Y., Mou, J., Cohen, J., Liu, Y. & Kurcz, K. (2020). Understanding consumer intentions toward cross-border m-commerce usage: A psychological distance and commitment-trust perspective. Electronic Commerce Research and Applications, 39, 1-10.
• Dagger, T.S., David, M.E. & Ng, S. (2011). Do relationship benefits and maintenance drive commitment and loyalty?. Journal of Services Marketing, 25(4), 273 281.
• Denize, S. & Young, L. (2007). Concerning trust and information. Industrial Marketing Management, 36(7), 968-982.
• Doney, P.M. & Cannon, J.P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), 35-51.
• Dwyer, F. R., Schurr, P. H. & Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51(2), 11-27.
• Fontenot, J. R. (2001). Defining, Examining and Exploring the Benefits of Business-to- Business Relationship Marketing. (Doktora tezi, New Mexico State University, New Mexico).
• Fontenot, J. R. & Wilson, E. J. (1997). Relational Exchange: A review of selected models for a prediction matrix of relationship activities. Journal of Business Research, 39, 5-12.
• Fornell, C. & Larcker, D. F. (1981). Evaluating Structural Equations Modelswith Unobservable Variables and Measurement Error. Journal of Marketing Research, 18, 39- 50.
• Fredendall, L. D., Hopkins, C. D., & Bhonsle, A. (2005). Purchasing's internal service performance: Critical external and internal determinants. Journal of Supply Chain Management, 41(2), 26–38.
• Friman, M., Garling, T., Millet, B., Mattsson, J. & Johnston, R. (2002). An analysis of international business‐to‐business relationships based on the commitment‐trust theory. Industrial Marketing Management, 31(5), 403‐409.
• Giovanis, A., Athanasopoulou, P., & Tsoukatos, E. (2015). The role of service fairness in the service quality–relationship quality– customer loyalty chain: An empirical study. Journal of Service Theory and Practice, 25(6), 744-776.
• Gundlach, G.T. & Murphy, P.E. (1993). Ethical and legal foundations of relational marketing exchanges. Journal of Marketing, 57(4). 35-46.
• Gundlach, G.T., Achrol, R.S. & Mentzer, J.T. (1995). The structure of commitment in exchange. Journal of Marketing, 59 (January), 78–92.
• Ha, J., Karande, K. & Singhapakdi, A. (2004). Importers’ relationships with exporters: does culture matter?. International Marketing Review, 21(4/5), 447-461.
• Hair J. F. vd. (2017). Multivariate Data Analyis (8. Ed). Pearson Education International, Londra.
• Hair, J.F., Ringle, C.M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silverbullet. Journal of Marketing Theory and Practice, 19(2), 139-151.
• Hair, J.F., Sarstedt, M., Hopkins, L. & Kuppelwieser, V. (2014). Partial Least Squares Structural Equation Modeling (PLS-SEM): An Emerging Tool for Business Research. European Business Review. 26. 106-121.
• Hakansson, H. & Snehota, I. (1982). Developing Relationships in Business Markets. Routledge, London.
• Han, H. & Hyun, S.S. (2012). An extension of the four-stage loyalty model: the critical role of positive switching barriers. Journal of Travel & Tourism Marketing, 29(1), 40-56.
• Hausman, A., & Johnston, W. J. (2010). The impact of coercive and non-coercive forms oinfluence on trust, commitment, and compliance in supply chains. Industrial Marketing Management, 39(3), 519–526.
• Hennig-Thurau, T., Gwinner, K. & Gremler, D. (2002). Understanding relationship marketing outcomes: an integration of relationship benefits and relationship quality. Journal of Service Research, 4(3), 230-47.
• Henseler, J., Ringle, C. & Sinkovics, R. (2009). The Use of Partial Least Squares Path Modeling in International Marketing. Advances in International Marketing, 20, 277-319.
• Høgevold, N., Svensson, G. and Otero-Neira, C. (2020). Trust and commitment as mediators between economic and non-economic satisfaction in business relationships: a sales perspective. Journal of Business & Industrial 35(11), 1685-1700.
• Islam, S.R. (2019). Influence of price and distributive fairness on micro finance customers’ relationship commitment: PLS-SEM analysis. International Journal of Science and Management Studies, 2(5), 77-85.
• Ivens, B. S. (2005). Flexibility in industrial service relationships: The construct, antecedents, and performance outcomes. Industrial Marketing Management, 34(6), 566-576.
• Jacob, F. & Ehret, M. (2006). Self-protection vs opportunity seeking in business buying behavior: an experimental study. Journal of Business & Industrial Marketing, 21(2), 106-17.
• Jap, S. D. & Ganesan, S. (2000). Control mechanisms and the relationship life cycle: Implications for safeguarding specific investments and developing commitment. Journal of Marketing Research, 37(2), 227−245.
• Jena, S., Guin, K.K. & Dash, S.B. (2011). Effect of relationship building and constraint-based factors on business buyers’ relationship continuity intention A study on the Indian steel industry. Journal of Indian Business Research, 3(1), 22-42.
• Jeong, Miyoung & Haemoon Oh. (2017). Business-to-business social exchange relationship beyond trust and commitment. International Journal of Hospitality Management 65, 115-124.
• Jineldin, M. & Jonsson, P. (2000). An examination of the main factors affecting trust/commitment in supplier‐dealer relationships: an empirical study of Swedish wood industry. The TQM Magazine, 12(4), 245‐266.
• Jones, M. A., Reynolds, K. E., Mothersbaugh, D. L. & Beatty, S. E. (2007). The positive and negative effects of switching costs on relational outcomes. Journal of Service Research, 9(4), 335–355.
• Khandelwal, U. & Bajpai, N. (2012). Price fairness and its linear dependence on consumer attitude: a comparative study in metro and non metro city. European Journal of Business and Management, 4(10), 94-102.
• Kim, S., Kim, N. W., Pae, J. H. & Yip, L. (2013). Cooperate “and” compete: Coopetition strategy in retailer-supplier relationships. Journal of Business & Industrial Marketing, 28(4), 263-275.
• Kumar, V. & Reinartz, W. (2016). Creating enduring customer value. Journal of Marketing, 80, 36–68.
• Lages, Luis Filipe, Andrew Lancastre & Carmen Lages (2008). The B2B-RELPERF scale and scorecard: Bringing relationship marketing theory into business-to-business practice. Industrial Marketing Management, 37(6), 686-697.
• Lancastre, A. ve Lages, L. F. (2006). The relationship between buyerand a B2B e- marketplace: Cooperation determinants in an electronic market context. Industrial Marketing Management, 35, 774-789.
• Lee, C. H. & Ha, B.C. (2018). The impact of buyersupplier relationships’ social capital on bi-directional information sharing in the supply chain. Journal of Business & Industrial Marketing, 33(3), 325 336.
• Lin, S.Y. (2013). The influence of relational selling behavior on relationship quality: the moderating effect of perceived price and customers’ relationship proneness. Journal of Relationship Marketing, 12(3), 204-222.
• Liu, W.L. (2010). The impacts of supply chain relational benefit on inter-organizational knowledge sharing: cross validation of SEM. Chiao Da Management Review, 30(2), 25-59.
• Marios, D. S., & Cinà, V. Z. (2013). Electronic word-of-mouth and online reviews in tourism services: the use of twitter by tourists. Electronic Commerce Research, 13(1), 103–124
• Matute‐Vallejo, J., Bravo, R., & Pina, J. M. (2011). The influence of corporate social responsibility and price fairness on customer behaviour: Evidence from the financial sector. Corporate Social Responsibility and Environmental Management, 18(6), 317-331.
• Matzler, K., Strobl, A., Thurner, N. & Fu¨ller, J. (2015). Switching experience, customer satisfaction, and switching costs in the ICT industry. Journal of Service Management, 26(1), 117-136.
• Mohr, J. & Nevin, J. (1990). Communication strategies in marketing channels: a theoretical perspective. Journal of Marketing, 50(4), 36-51.
• Mohr, J. J. & Spekman, R. E. (1994). Characteristics of partnership success: Partner shipattributes, communication behavior, and conflictre solution techniques. Strategic Management Journal, 15(2),135-152.
• Moorman, C., Zaltman, G. & Deshpande, R. (1992). Relationship between providers and users of marketing research: the dynamics of trust within and between organisations. Journal of Marketing Research, 29(3), 314-29.
• Morgan, R.M. & Hunt, S.D. (1994). The commitment‐trust theory of relationship marketing. Journal of Marketing, 58(3), 20‐38.
• Mukherjee, A. & Nath, P. (2003). A model of trust in online relationship banking. International Journal of Bank Marketing, 21(1), 5-15.
• Mukherjee, A. & Nath, P. (2007). Role of electronic trust in online retailing: A re examination of the commitment‐trust theory. European Journal of Marketing, 41(9/10), 1173-1202.
• Mungra, Y. & Yadav, P.K. (2019). The mediating effect of satisfaction on trust-commitment and relational outcomes in manufacturer-supplier relationship. Journal of Business & Industrial Marketing, 35(2), 219-230.
• Namkung, Y., Jang, S., Almanza, B. & Ismail, J. (2009). Identifying the underlying structure of perceived service fairness in restaurants. International Journal of Contemporary Hospitality Management, 21(4), 375-392.
• Nunnally, J. C. (1978). Psychometric theory. New York: Mc Graw-Hill.
• Nyaga, G.N., Whipple, J.M. & Lynch, D.F. (2010). Examining supply chain relationships: do buyer and supplier perspectives on collaborative relationships differ?. Journal of Operation Management, 28, 101–114.
• Öztürk, O. vd. (2018). Instagram ve Sosyal Ticaret Bir Model Önerisi PLS-SEM Uygulamalı. Bursa: Dora Yayınları.
• Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136–153.
• Palmatier, R.W., Jarvis, C.B., Bechkoff, J.R. & Kardes, F.R. (2009). The role of customer gratitude in relationship marketing. Journl of Marketing, 73, 1–18.
• Patterson, P. & Smith, T. (2001). Modelling relationship strength across service types in a South-east Asian context. International Journal of Service Industry Management, 12(2), 90-113.
• Ryu, K. & Han, H. (2010). Influence of the quality of food, service, and physical environment on customer satisfaction and behavioral intention in quick-casual restaurants: moderating role of perceived price. Journal of Hospitality & Tourism Research, 34(3), 310-329.
• Shergill MCom G. S. & Li, B. (2005). Internet banking–an empirical ınvestigation of a trust and loyalty model for new zealand banks. Journal of Internet Commerce, 4(4), 101-118.
• Sheth, J. N. & Parvatiyar, A. (2000). Handbook of relationship marketing, Sage Publications, Thousands Oaks, CA.
• Sirdeshmukh, J., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66, 15−37.
• Tareque Aziz, M., & Azila Mohd Noor, N. (2013). Evaluating the effect of cost related factors on relationship quality: An investigation of retailer-supplier relationship in Bangladesh. International Journal of Retail & Distribution Management, 41(7), 545-558.
• Vasel, P. & Zabkar, V. (2010). Comprehension of relationship quality in the retail environment. Managing Service Quality, 20(3), 213‐235.
• Vasudevan, H., Gaur, S.S. & Shinde, R.K. (2006). Relational switching costs, satisfaction and commitment: A study in the Indian manufacturing context. Asia Pacific Journal of Marketing and Logistics, 18(4), 42-353.
• Weitz, B. A. & Bradford, K. D. (1999). Personel selling and sales management: A relationship marketing perspective. Academy of Marketing Science, 27(2), 241.
• Wonglorsaichon, P. (2002). The study of relationship betweentrust, relationship commitment, relationship satisfaction and long-termorientation in the Thai automobile tire industry. (Doktora tezi, Nova Southeastern University, Florida).
• Wu, M., Weng, Y. & Huang, I. (2012). A study of supply chain partnerships based on the commitment‐trust theory. Asia Pacific Journal of Marketing and Logistics, 24(4), 690-707.
• Yoon, S.J. (2002). The antecedents and consequences of trust in online-purchase decisions. Journal of Interactive Marketing, 16(2), 47-63.
• Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. The Journal of Marketing, 52(3), 2-22.