Fiyat ve Verimlilik İlişkilerine Yönelik Kalitatif Bir Pilot Çalışma

Yıl 2007, Sayı: 1, 31 - 60, 01.02.2007

Göknil Nur Koçak

Öz

Verimlilik ölçümleri genellikle nesnel kriterler dikkate alınarak yapılmaktadır. Ancak hem çok yönlü verimlilik değerlendirmelerinin yapılabilmesi ve hem de uzun vadeli verimlilik sağlama güvencesi olarak, verimlilik eşitliğinin pay ve paydasında yer alan değerleri önemli ölçüde etkileyen müşteri memnuniyeti, kalite, fiyat algısı gibi soyut unsurların da dikkate alınması önerilmektedir. İşletmenin belirlediği gerçek fiyattan hareketle müşterilerin algıladığı fiyatlar, hem müşterinin o edinimden sağladığı verimi ve hem de işletme verimliliğini etkilemektedir. Verimlilik artışı sağlama çabasındaki yöneticiler, fiyat enstrümanı aracılığıyla hem müşterinin algıladığı verimi hem de işletme verimliliğini daha etkin yönetebilirler.

Anahtar Kelimeler

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Kaynakça

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