KANAL ÜYELERİNİN EKONOMİK-SOSYAL TATMİN, GÜVEN VE BAĞLILIK İLİŞKİSİNİN BELİRLENMESİ: DOĞU ANADOLU BÖLGESİ'NDE BEYAZ EŞYA SEKTÖRÜNDEKİ BAYİİLER ÜZERİNE BİR ARAŞTIRMA

Mal ve hizmetlerin hedef pazarlara ulaştırılmasını sağlayan kanal üyeleri, hem üretici işletmelerin pazarlama hedeflerine ulaşmalarında hem de alıcıların ihtiyaç duyduğu mal ve hizmetlerin temin edilmesinde önemli bir role sahiptir. Geleneksel anlayışta kanal üyeleri üretici işletmelerden bağımsız kuruluşlar olarak değerlendirilmiştir. Fakat rekabetin artması ve pazarlama anlayışındaki yeni gelişmelerin etkisiyle işletmeler, aracılarla daha yakın ilişkiler kurmak ve uzun vadeli işbirliğine girmenin üstün avantajlar yarattığını fark etmişlerdir. Bu araştırma, Doğu Anadolu Bölgesi’ndeki beyaz eşya bayileri üzerinde yürütülmüştür. Araştırma sonucunda bayilerin üretici firmaya bağlılıklarını belirlemede ekonomik tatmin düzeylerinin ve üretici firmanın yardımseverliğine yönelik düşüncelerinin direkt, sosyal tatmin düzeylerinin ve üretici firmanın güvenilirliğinin dolaylı bir etkide bulunduğu belirlenmiştir.

Anahtar Kelimeler:

Kanal üyeleri, ekonomik-sosyal tatmin, güven, bağlılık, beyaz eşya sektörü

KANAL ÜYELERİNİN EKONOMİK-SOSYAL TATMİN, GÜVEN VE BAĞLILIKİLİŞKİSİNİN BELİRLENMESİ:DOĞU ANADOLU BÖLGESİ'NDE BEYAZ EŞYA SEKTÖRÜNDEKİ BAYİİLER ÜZERİNE BİR ARAŞTIRMA

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