Dağıtım Kanallarında İlişkinin Kalitesi ve Sürekliliğini Etkileyen Faktörler Üzerine Bir Araştırma

Yıl 2011, Cilt: 16 Sayı: 3, 117 - 130, 01.09.2011

  Doç.dr.ramazan Kaynak Yrd.doç.dr.cüneyd İ.sarıoğlu İlay Acır

Öz

Anahtar Kelimeler

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DAĞITIM KANALLARINDA İLİŞKİNİN KALİTESİ VE SÜREKLİLİĞİNİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA

Öz

Modern dağıtım kanallarında firmalar arası ilişki kalitesi ve ilişkinin sürekliliği gittikçe önemli bir faktör haline gelmektedir. Bu çalışma ile dağıtım kanallarında ilişkinin sürekliliğine etki eden faktörleri ve ilişki kalitesinin bu süreçteki rolünü incelemek amaçlanmaktadır. İlişkinin sürekliliğine etki eden faktörler olarak, tedarikçinin iletişim yeteneği, firma itibarı, bilgi paylaşımı, güvenirliliği ve adaptasyonu alınmış ve ilişki kalitesinin ara değişken rolü araştırılmıştır. Alan araştırması sonucunda elde edilen bulgular, tedarikçinin iletişim yeteneği, bilgi paylaşımı, adaptasyonu ve firma itibarı ilişkinin sürekliliğini etkilediği, ilişki kalitesinin ara değişken etkisinin bulunmadığını göstermiştir

Anahtar Kelimeler

Dağıtım Kanalları, Tedarikçi-Müşteri İlişkileri, İlişki Kalitesi, İlişkinin Sürekliliği

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