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

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

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