İLİŞKİ KALİTESİ VE ALGILANAN KALİTE: DEĞİŞTİRME MALİYETİ VE ALTERNATİFLERİN VARLIĞI DEĞİŞKENLERİNİN DÜZENLEYİCİ ETKİLERİ

Yıl 2013, Cilt: 6 Sayı: 11, 1 - 19, 01.06.2013

Öznur Özkan Tektaş Bahtışen Kavak

Öz

Bu çalışma, endüstriyel pazarlarda ilişki kalitesi boyutlarından güven, tatmin ve iletişim boyutlarının, müşterinin algıladığı değer üzerindeki etkilerini ve aynı zamanda tedarikçi değiştirme maliyeti ve alternatif tedarikçilerin varlığının söz konusu değişkenler üzerindeki düzenleyici etkilerini incelemektedir. Veriler, toplam 311 orta ve büyük işletme yöneticisinden anket yöntemi ile elde edilmiştir. Çoklu grup karşılaştırma analizi sonuçları, tedarikçi değiştirme maliyeti düşük olduğunda, ilişki kalitesinin algılanan değer üzerindeki etkisinin daha düşük olduğunu, alternatif tedarikçilerin varlığı durumunda ise, güven ve tatmin boyutlarının müşterinin algıladığı değer üzerindeki etkisinin daha güçlü olduğunu göstermektedir

Anahtar Kelimeler

Algılanan Değer, İlişki Kalitesi, Tedarikçi Değiştirme Maliyeti, Alternatif Tedarikçi

RELATIONSHIP QUALITY AND PERCEIVED VALUE: THE MODERATING EFFECTS OF SWITCHING COST AND AVAILABLE ALTERNATIVES

Öz

This study investigates the direct impacts of relationship quality dimensions of trust, satisfaction and commitment on customer-perceived value; and the moderating effects of supplier switching cost and availability of alternative suppliers in B2B markets. A total of 311 marketing managers from medium and large-sized firms participated in the study via questionnaire. A multi-group comparison analysis reveals that the effect of relationship quality on perceived value is weaker when switching cost is low. When there are alternative suppliers, trust and satisfaction have stronger effects on customerperceived value

Anahtar Kelimeler

Perceived Value, Relationship Quality, Supplier Switching Cost, Availability of alternatives

Kaynakça

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