Endüstriyel Pazarlarda İlişki Kalitesinin Müşteri Sadakatine Etkisi

Yıl 2017, Cilt: 24 Sayı: 1, 169 - 184, 21.04.2017

Keti Ventura Arınç Küçük

https://doi.org/10.18657/yonveek.307524

Öz

Günümüzde yoğun rekabetin getirdiği pazar dinamikleri sürekli değişmekte ve işletmeler bu değişim ve gelişmeye ayak uydurabilmek ve rekabette bir adım önde olabilmek için geleneksel fiyat politikalarının yanı sıra, müşteri merkezli ve uzun dönemli ilişki kalitesini arttırmaya yönelik politikalar izlemek durumunda kalmaktadırlar. Bu durum özellikle de fiyat rekabetinin belirleyici olduğu endüstriyel pazarlarda daha da önemli hale gelmektedir. İnşaat sektörü bu anlamda rekabetin en yoğun yaşandığı sektörlerden biridir. Yapı denetim sisteminin günden güne oturmaya başlaması ve sektörde standartların oluşturulmasıyla özellikle hazır beton endüstrisindeki işletme sayısı da ciddi şekilde artmaktadır. Bu çerçevede, fiyat politikaları tek başına rekabette yeterli olmamakta, verilen hizmetin kalitesi ve müşteri ilişkilerini geliştirmek rekabet avantajı yaratan en önemli unsurlar haline gelmektedir. Bu doğrultuda çalışmanın amacı, Batıbeton Beton San. A.Ş.’nin müşterilerine yönelik ilişkilerindeki kalitesi algılamalarının, müşteri sadakati üzerindeki etkisini ölçmektir. Tanımlayıcı araştırma niteliğinde tasarlanan çalışmada, veri toplama yöntemi olarak anket tekniği kullanılmıştır. İlişki kalitesi boyutlarından bağlılık ve atmosfer müşteri sadakatini arttıran en önemli boyutlar olarak algılanırken, iletişim düzeyi de kısmi moderatör olarak değerlendirilmiştir.

Anahtar Kelimeler

İlişki kalitesi, müşteri sadakati, hazır beton sektörü

The Effect of Relationship Quality in B2B on Customer Loyalty

Öz

Today, as market dynamics are constantly changing due to the intensive competition, using the pricing policies as a tool for competition in order to keep up with the change and improvements are not solely adequate. Businesses have to follow customer based policies to improve long term relationship quality. This is especially important in industrial markets where price competition is decisive. The construction sector is one of the sectors where competition is most intense. With the construction supervision system starting to settle and the standards in the sector being established, the number of enterprises in the ready-mixed concrete industry is also seriously increasing. In this framework, price policies are not solely enough for competition, improving quality of service and customer relations are becoming the most important elements that create a competitive advantage. Within this context, the aim of the study is to measure the impact of customer perceptions of relationship quality on customer loyalty of Batıbeton Beton San. A.Ş. The study is designed as a descriptive research and survey technique was used as a data collection method. While commitment and atmosphere from the relationship quality dimensions are perceived as the most important dimensions that increase customer loyalty, the level of communication is evaluated as a partial moderator.

Anahtar Kelimeler

Relationship quality, customer loyalty, concrete industry

Kaynakça

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