Endüstriyel Pazarlarda İlişki Kalitesinin Öncülleri ve Bağlılık Üzerine Etkileri

Yıl 2019, Cilt: 18 Sayı: 4, 1432 - 1460, 18.10.2019

Canan Yılmaz Uz

https://doi.org/10.21547/jss.593651

Cited By: 1

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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