Endüstriyel Pazarlarda İlişki Kalitesinin Öncülleri ve Bağlılık Üzerine Etkileri

Öz

Müşterilerinin istek ve ihtiyaçlarını gidermeyi amaçlayan firmalar, rekabetçi avantaj sağlayabilmek adına daha avantajlı mal ve hizmet sunmayı hedeflerken kar etme amaçlarını da gerçekleştirmek isterler. Bu amaçların gerçekleşmesi için izlenen en etkili yollardan biri, tedarikçilerle tatmin edici ve kalıcı ilişkiler kurmaktır. İşletmelerin müşterileriyle uzun vadeli, kaliteli ilişkiler kurmaları ve bu ilişkilerin bağlılık yaratması adına stratejiler belirlemeleri gerekir. Bu ilişkileri kurup devam ettirmenin zorluğunun aşikâr olduğu bir pazarda müşteri tarafından algılanan ilişkinin kalitesine etki eden faktörlerin belirlenmesi gerekmektedir. Endüstriyel pazarlarda sunulan hizmetin kalitesinin, firma itibarının ve taraflar arasındaki güven düzeyinin endüstriyel pazarlardaki ilişki kalitesine etki ettiği düşünülmektedir. Bu faktörlerin belirlenmesi ve ortaya çıkacak sonuçların tarafların bağlılıklarına etki edip etmeyeceğinin araştırılması amaçlanmıştır. Piyasadaki aktörlerin kararını etkileyen ekonomik değerlendirme ölçütlerinden başka kıstasların olup olmadığının da belirlenmesi gerekir. Bir ilişkideki tarafların benzerlik düzeyinin, endüstriyel pazarlarda ilişkinin kalitesine ve taraflar arasındaki bağlılığa etki etme seviyesi araştırılmak istenmiştir. Araştırma verileri anket yöntemi ile toplanmış, anket uygulaması yüz yüze gerçekleştirilmiştir. Araştırmanın örneklemini İstanbul ve Ankara’daki gıda toptancıları oluşturmuştur.

Çalışmanın sonucunda endüstriyel pazarlardaki ilişki kalitesinin öncül ve ardıllarının neler olabileceği tespit edilmeye çalışılarak, benzerlik etkisinin endüstriyel pazarlardaki rolü araştırılmıştır. 

Anahtar Kelimeler

• İlişki kalitesi,endüstriyel Pazar,benzerlik,bağlılık

Antecedents of Relationship Quality and Their Effects on Commitment In Industrial Markets

Öz

Firms aiming to meet their customers’ needs and wants aim to provide more advantageous goods and services in order to provide competitive advantage, while also aiming to realize their profit-making objectives. One of the most effective ways to achieve these goals is to establish satisfactory and long-lasting relationships with suppliers. Businesses need to establish long-term, quality relationships with their customers and develop strategies to create loyalty. In a market where establishing and maintaining these relationships is difficult, factors affecting the quality of the relationship need to be identified. It is thought that the quality of the service provided in the industrial markets, the reputation of the company and the trust level between the parties affect the quality of the relationship in the industrial markets. Determining these factors and investigating whether the results will affect the loyalty of the parties is aimed with this study. It is necessary to determine whether there are criteria other than economic evaluation that affect the decision of the actors in the market. It was aimed to investigate the level of similarity between the parties in a relationship that affects the quality of the relationship and the loyalty between the parties in the industrial markets. The research data were collected by survey method and the questionnaire was applied face to face. The sample of the study consisted of food wholesalers in Istanbul and Ankara. As a result of the study, the role of similarity in industrial markets was investigated by determining antecedents and successors of relationship quality in industrial markets.

Anahtar Kelimeler

• Relationship quality,, industrial market,similarity,commitment

Kaynakça

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