Pazar Yönelimin Pazar ve Stratejik Performans Üzerindeki Etkileri: Küçük ve Orta Ölçekli Lojistik Firmaları Üzerine Ampirik Bir Araştırma

Yıl 2021, Cilt: 12 Sayı: 3, 775 - 787, 25.09.2021

Saniye Yıldırım Özmutlu

Öz

Bu çalışmanın amacı, pazar yönelimin pazar performansı ve stratejik performans üzerinde yarattığı etkileri araştırmaktır. Araştırma kapsamında, Türk lojistik sektöründe faaliyetlerine devam eden küçük ve orta ölçekli firmaların pazar yönelimi, pazar performansı ve stratejik performans değişkenleri arası ilişkileri ele alınmıştır. Bu amaç ve kapsam doğrultusunda, bir araştırma modeli oluşturularak modele bağlı hipotezler geliştirilmiştir. Geliştirilen hipotezleri test edebilmek için araştırma kapsamından rastgele örnekleme yöntemiyle firmalar seçilmiştir. Seçilen her bir firmadan bir yöneticiye ulaşılmıştır. Toplam 232 yöneticiye ulaşılarak araştırma için oluşturulan anket uygulanmıştır. Anket uygulaması sonucunda elde edilen veriler ile Yapısal Eşitlik Modellemesi yöntemi kullanılarak analizler yapılmıştır. Analiz sonuçları, pazar yönelimin pazar performansı üzerinde anlamlı bir etkide bulunduğunu ve bu durumun firmaların stratejik performanslarını güçlendirdiğini ortaya koymaktadır. Ayrıca, araştırma kapsamındaki firmaların pazar yönelimin boyutlarından özellikle müşteri yönelimine daha da yoğunlaştığı görülmüştür. Firmaların müşteri yönelimine daha da yoğunlaşması, müşteriye sağlanan hizmeti sürekli iyileştirmeye, stratejilerini müşterilerine gelişmiş değer sunma üzerine belirlemeye, öngörülen pazar payını elde etmeye ve yeni müşteri kazanımında bulunmasına katkı sağlamıştır. Ayrıca pazar yönelimin pazar performansı üzerindeki anlamlı etkisi stratejik performansa yansıtılarak, firmaların sektördeki rakiplerine göre daha fazla rekabet durumu ve pazar payı edinmelerinde ve liderlik gösteren bir konuma erişmelerinde önemli olduğu belirlenmiştir.

Anahtar Kelimeler

Pazar Yönelimi, Küçük ve Orta Ölçekli Lojistik Firmaları, Pazar Performansı, Stratejik Performans

Effects of Market Orientation on Market and Strategic Performance: An Empirical Research on Small and Medium-Sized Logistics Companies

Öz

The purpose of this study was to investigate the effects of market orientation on market performance and strategic performance. Within the scope of the research, the relationships between the variables of market orientation, market performance, and strategic performance of small and medium-sized companies operating in the Turkish logistics sector were discussed. In line with this purpose and scope, a research model was created, and hypotheses related to the model were developed. In order to test these developed hypotheses, companies within the scope of the research were selected via random sampling method. One director was contacted from each of these selected companies. A total of 232 directors were contacted, and a questionnaire, which was developed for this research, was applied to each of these directors. The data obtained through the questionnaire were analyzed using structural equation modeling. The results of the analysis revealed that market orientation had a significant effect on market performance, which in turn enhanced the strategic performance of companies. Additionally, it was observed that the companies within the scope of the research placed greater amounts of emphasis on the dimensions of market orientation, especially on customer orientation. The focus of the companies on customer orientation allowed them to continually improve the services provided to their customers, to base their strategies on providing improved values to their customers, to achieve the market share they had anticipated, and to gain new customers. Moreover, it was determined that companies were able to gain a more competitive position and a higher market share compared to their competitors in the sector and reach a leading position by reflecting the significant effects of market orientation on market performance on their strategic performance.

Anahtar Kelimeler

Market Orientation, Small and Medium-Sized Logistics Companies, Market Performance, Strategic Performance

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