ÜRETİM VE PAZARLAMA BÖLÜM ÇALIŞANLARI ARASI DAVRANIŞSAL DEĞİŞKENLERİN FİRMA PERFORMANSI ÜZERİNE ETKİSİNE İLİŞKİN YAPISAL BİR MODEL ÖNERİSİ

Yıl 2006, Sayı: 17, 21 - 38, 01.12.2006

Hasan Ayyıldız Ekrem Cengiz Talha Ustasüleyman

Öz

Bu araştırmada firmaların performanslarını etkileyen faktörlerden biri olan üretim ve pazarlama bölümleri çalışanları arası kişisel ilişkiler irdelenmiştir. Bu amaçla, bir model geliştirilmiş ve test edilmiştir. Model testi için 11 hipotez oluşturulmuş ve internet ortamından keyfi örnekleme metoduyla seçilen 123 firmaya bir anket uygulanmıştır. Model testi için yapısal eşitlik modeli kullanılmıştır. Test sonucunda çatışma, iletişim ve paylaşılan değerlerin güveni olumlu yönde etkilediği bulunmuştur. Aynı zamanda dengelenmiş güç ve paylaşılan değerlerin işbirliği ile pozitif yönde ilişkili olduğu gözlemlenmiştir. Diğer taraftan güven ve işbirliğinin de firma performansını artırdığı sonucu elde edilmiştir.

Anahtar Kelimeler

Üretim ve Pazarlama Personeli Arası Kişisel ilişkiler, Yapısal Eşitlik Modeli

A Structural Model Suggestion about the Effect of Behavioral Variables Between Manufacturing and Marketing Department Personnel on Firm’s Performance

Öz

This paper investigates interpersonal relationships between manufacturing and marketing staff affecting the effectiveness of firms’ performance. For this purpose, a model was developed and was tested with structural equation model. Test the model, 11 hypotheses were constituted and a questionnaire was conducted to 123 firms which are chosen in internet with arbitrary sampling method. Structural equation model was applied to test the model. After the test, suggested model accommodate tolerable and 9 hypotheses were accepted. As a result it was found that conflict, communication and shared values are positively related to trust. Balanced power, shared values are related to cooperation positively too. On the other hand, trust and cooperation affect performance affirmatively

Anahtar Kelimeler

Interpersonal Relationships between Manufacturing and Marketing Staff, Structural Equation Model

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