Tedarikçi-Bayi İlişkisinin Bayi Performansına Etkisi: Türkiye'de İnşaat Malzemeleri Sektöründe Lider Firma Örneği

İşletmelerde maliyet liderliği ve müşteri değeri yaratmanın bir yolu, tedarik zincirinin etkin yönetimidir. İş süreçlerinde tüm ortaklar için sürdürülebilir rekabet avantajı yaratan tedarik zinciri yönetimi, iş ortamında uzun vadeli hedefler ve işbirliği için her bir üye için vazgeçilmez bir faaliyettir. Bu üyelerden biri ve önemli bir endüstriyel aracı olarak bayiler, tedarikçi performansı üzerinde önemli bir etkiye sahiptir. Alıcı-tedarikçi ilişkileri kapsamında, tedarikçi-bayi ilişkilerinin özellik ve niteliklerinin performans üzerindeki olumlu etkileri yapılan çalışmalarla ortaya konulmuştur. Bu çalışmanın amacı, firma ile bayi arasındaki ilişkinin bayi performansı üzerinde nasıl ve ne ölçüde etkili olduğunu ortaya koymaktır. Bu çalışmada, Türkiye'de inşaat sektöründe faaliyet gösteren yabancı sermayeli bir şirketin ilişki boyutlarının hem bayi hem de tedarikçi performansı üzerindeki etkisi güç, sadakat, güven ve yasal anlaşmalar boyutları üzerinden incelenmiştir. Bayi performansı pazar payı, karlılık, satış artışı ve müşteri memnuniyeti ile ölçülürken, tedarikçi performansı iş süreçlerindeki başarı, kalite ve memnuniyet ve yalın üretim göstergeleri ile Türkiye’nin önemli sanayi şehirlerinde faaliyet gösteren farklı büyüklükteki 106 bayiden anket ile toplanan birincil veriler aracılığıyla ölçülmüştür.

Anahtar Kelimeler:

Supplier-Dealer Relationships, Supplier Power, Commitment, Legal Agreements

The Effect of Supplier-Dealer Relationship on Dealer Performance: The Example of a Leading Firm in the Construction Materials Industry in Turkey

One way to create cost leadership and customer value in businesses is with the effective management of the supply chain. Supply chain management, which creates sustainable competitive advantage for all partners in business processes, is an essential activity for each member for long-term goals and cooperation in the business environment. As one of these members and an important industrial agent, dealers have a significant impact on supplier performance. Studies have revealed the positive effect of supplier-dealer relations in buyer-supplier relationships. The aim of this study is to reveal how and to what extent the relationship between the company and the dealer is effective on dealer performance. In this study, the effect of relationship dimensions of a foreign-owned company operating in the construction sector in Turkey on both dealer and supplier performance was examined through the dimensions of power, loyalty, trust and legal agreements. Dealer performance is measured with market share, profitability, sales growth and customer satisfaction dimensions and supplier performance with success of business processes, lean manufacturing, quality and satisfaction through primary data collected with the questionnaires from 106 different size dealers operating in major industrial cities in Turkey.

Keywords:

Supplier-Dealer Relationships, Supplier Power, Commitment, Legal Agreements,

PDF

___

Akgünlü, H. (2015). Tedarik Zinciri Yönetiminde Güç İlişkisinin Stratejik Boyutu ve Tedarikçi Tatmini Üzerine Bir Araştırma [The Strategic Dimension of Power Relationships in Supply Chain Management and an Empirical Study on Supplier Satisfaction]. Öneri Journal, 11(44), pp. 147-172.
Akrout, H. (2015). A Process Perspective on Trust in Buyer-Supplier Relationships: ‘Calculus’ – An Intrinsic Component of Trust Evolution. European Business Review, 27(1), pp. 17–33.
Allard, C., Liljander, V., Semeijn, J., & Polsa, P. (2011). EU Deregulation and Dealer-Supplier Relations in Automotive Distribution. The Journal of Business & Industrial Marketing, 26, pp. 115-131. doi:10.1108/08858621111112294
Altunışık, R., Özdemir, Ş. & Torlak, Ö. (2006). Modern Pazarlama [Modern Marketing]. İstanbul: Değişim Publications.
Bakan, İ., Fettahlıoğlu, H. S. & Eyitmiş, A.M. (2012). Türkiye’de Dış Kaynak Kullanımında Tedarikçi Seçim Kriterleri ve Sözleşme Şartlarında Dikkat Edilen Hususlar [Supplier Selection Criteria and Rules of Contracts at Outsourcing in Turkey]. Kahramanmaraş Sütçü İmam University Journal of Economics and Management Sciences Faculty, 2(2), pp. 141-161.
Bakan, İ. & Büyükbeşe, T. (2010). Liderlik “Türleri” ve “Güç Kaynakları”na İlişkin Mevcut-Gelecek Durum Karşılaştırması [Leadership “Types” and “Power Supplies” on the Current-Prospective Status Comparison: A Case Study Based on Perceptions of Educational Institution Managers]. Karamanoğlu Mehmet Bey University Sosyal ve Ekonomik Araştırmalar Dergisi [Social and Economic Research Journal], 2, pp. 73-84.
Başkol, M. (2014). Tedarik Zinciri İlişkilerinde Başarı Faktörü Olarak Güven Unsuru: Kavramsal Bir Çalışma [Trust Element as a Success Factor in Supply Chain Relationships: A Conceptual Study]. Uluslararası Yönetim İktisat ve İşletme Dergisi [International Journal of Management Economics and Business], 10(21), pp. 129-146.
Brem, A., Maier, M. & Wimschneider, C. (2016). Competitive Advantage through Innovation: The Case of Nespresso. European Journal of Innovation Management, 19(1), pp. 133-148.
Blanchard, D. (2010). Supply Chain Management Best Practices. New Jersey: John Wiley & Sons.
Cengiz, E. & Aksoy, H. (2017). Tedarik Zinciri Elemanları Arasında Güven İlişkisi, Etik Kurallar ve Bilgi Paylaşımının Tedarik Zinciri Performansı Üzerine Etkisi [Trust Relationship, Codes of Ethics and Information Sharing between Supply Chain Components and its Effects on Supply Chain Performance]. Cumhuriyet University Journal of Economics and Management Sciences Faculty, 18(2), pp. 1-22.
Doğruer, İ. M. (2005). Üretim Organizasyonu ve Yönetimi [Production Organisation and Management]. İstanbul: Alfa.
Doney, P. M. & Cannon, J. P. (1997). An Examination of the Nature of Trust in Buyer–Seller Relationships. Journal of Marketing, 61(2), pp. 35-51.
Eckerd, A., & Girth, A. M. (2017). Designing the Buyer–Supplier Contract for Risk Management: Assessing Complexity and Mission Criticality. Journal of Supply Chain Management, 53(3), pp. 60-75.
Frazier, G.L. & Summers, J. O. (1984). Interfirm Influence Strategies and Their Application within Distribution Channels. Journal of Marketing, 48(3), pp. 43-55.
Gaski, J. F. & Nevin, J.R. (1985). The Differential Effects of Exercised and Unexercised Power Sources in a Marketing Channel. Journal of Marketing Research, 22(2), pp. 130-142.
Geyskens, I. & Steenkamp, J. B. E. (2000). Economic and Social Satisfaction: Measurement and Relevance to Marketing Channel Relationships. Journal of Retailing, 76(1), pp. 11-32.
Golara, S., & Dooley, K. (2018). The Contribution of Dealers to Competitive Advantage of Manufacturers. Available at SSRN 3206355.
Golara, S. & Dooley, K. & Mousavi, N. (2018). The Contribution of Dealers to Competitive Advantage of Manufacturers. Available at SSRN: http://dx.doi.org/10.2139/ssrn.3206355
Goodman, L. E. & Dion, P.A. (2001). The Determinants of Commitment in the Distributor-Manufacturer Relationship. Industrial Marketing Management, 30(3), pp. 287-300.
Gounaris, S. P. (2005). Trust and Commitment Influences on Customer Retention: Insights from Business-To-Business Services. Journal of Business Research, 58(2), pp. 126-140.
Hingley, M., Lindgreen, A., & Grant, D. B. (2015). Intermediaries in Power-laden Retail Supply Chains: An Opportunity to Improve Buyer–Supplier Relationships and Collaboration. Industrial Marketing Management, 50, pp. 78-84.
Hua, S., Chatterjee, S. R., & Jingliang, C. (2011). Achieving Competitive Advantage in Service Supply Chain: Evidence from the Chinese Steel Industry. Chinese Management Studies. 5(1), pp. 68-81
Jain, M., Khalil, S., Johnston, W. J. & Cheng, J. M. S. (2014). The Performance Implications of Power-Trust Relationship: The Moderating Role of Commitment in The Supplier-Retailer Relationship. Industrial Marketing Management, 43(2), pp. 312-321.
Jap, S. D. & Ganesan, S. (2000). Control Mechanisms and the Relationship Life Cycle: Implications for Safeguarding Specific Investments and Developing Commitment. Journal of Marketing Research, 37(2), pp. 227-245.
Jokela, P., & Söderman, A. (2017). Re-examining the link between fairness and commitment in buyer-supplier relationships. Journal of Purchasing and Supply Management, 23(4), pp. 268-279.
Kim, K.T., Lee, J.S., & Lee, S.Y. (2017). The Effects of Supply Chain Fairness and the Buyer’s Power Sources on the Innovation Performance of the Supplier: A Mediating Role of Social Capital Accumulation. Journal of Business and Industrial Marketing. 32 (7), pp. 987-997. https://doi.org/10.1108/JBIM-06-2016-0134.
Kotabe, M. & Murray, J. Y. (1990). Linking Product and Process Innovations and Modes of International Sourcing in Global Competition: A Case of Foreign Multinational Firms. Journal of International Business Studies, 21(3), pp. 383-408.
Leonidou, L. C., Talias, M. A. & Leonidou, C. N. (2008). Exercised Power as a Driver of Trust and Commitment in Cross-Border Industrial Buyer–Seller Relationships. Industrial Marketing Management, 37(1), pp. 92-103.
Lewis, M., Brandon‐Jones, A., Slack, N., & Howard, M. (2010). Competing through operations and supply. International Journal of Operations & Production Management. 30, pp. 1032-1058.
İlban, M. O. & Kaşlı, M. (2013). Jenerasyon Y Tüketicileri için Bağlılık Modeli: Havayolu Şirketleri Üzerine bir Araştırma [A Model of Commitment for Generation Y: A Survey on Airline Companies]. Istanbul University Journal of the School of Business, 42(1), pp. 133-152.
İslamoğlu, A. H. (2011). Pazarlama Yönetimi [Marketing Management]. İstanbul: Beta Publication.
Lu, D. (2011). Fundamentals of Supply Chain Management. Bookboon.
Mello, M. H., Strandhagen, J. O., & Alfnes, E. (2015). Analyzing the factors affecting coordination in engineer-to-order supply chain. International Journal of Operations & Production Management, (35)7, pp. 1005-1031.
Nevins, J. L. & Money, R. B. (2008). Performance Implications of Distributor Effectiveness, Trust, and Culture in Import Channels of Distribution. Industrial Marketing Management, 37(1), pp. 46-58.
Özarallı, N. & Uslu, T. (2009a). Kamu ve Özel Sektörde Bilgi Paylaşımı ve İletişim Kanallarının İncelenmesi [Information and Communication Technology in Public and Private Sector]. International 7th Knowledge, Economy & Management Congress Proceedings, Yalova University-İstanbul University, FSM-Istanbul, ISBN: 978-9944-0203-5-0, pp. 1528-1541.
Özarallı, N. & Uslu, T. (2009b) İletişim, Güven ve Örgüte Bağlılık Üzerine Bir Araştırma [A Study on Communication, Trust and Organizational Commitment]. 17th National Management and Organization Congress, May 21-23, Eskişehir, Turkey
Pai, F. Y. (2015). How supplier exercised power affects the cooperative climate, trust and commitment in buyer-supplier relationships. International Journal of Business Excellence, 8(5), pp. 662-673.
Patrucco, A. S., Moretto, A., Luzzini, D., & Glas, A. H. (2020). Obtaining supplier commitment: antecedents and performance outcomes. International Journal of Production Economics, 220, p. 449.
Partovi, F. Y. (2006). An Analytic Model for Locating Facilities Strategically. Omega, 34(1), pp. 41-55.
Pelton, L. E., Strutton, D. & Lumpkin, J. R. (1997). Marketing Channels. A Relationship.
Porter, M. E. (2000). Rekabet Stratejisi: Sektör ve Rakip Analizi Teknikleri [Competitive Strategy: Techniques for Analyzing Industries and Competitors]. G. Ulubilgen (Translated by). Sistem Publications.
Ramaseshan, B., Yip, L. S. & Pae, J. H. (2006). Power, Satisfaction, and Relationship Commitment in Chinese Store-Tenant Relationship and their Impact on Performance. Journal of Retailing, 82(1), pp. 63-70.
Rhim, H., Ho, T. H. & Karmarkar, U. S. (2003). Competitive Location, Production, and Market Selection. European Journal of Operational Research, 149(1), pp. 211-228.
Söderlund, M. & Julander, C. R. (2003). The Variable Nature of Services: An Empirical Examination of Trust and its Effects on Customers' Satisfaction Responses to Poor and Good Service. Total Quality Management & Business Excellence, 14(3), pp. 291-304.
Yılmaz, M. K., Erciş, A. & Sevtap, Ü. (2009). Kanal Üyelerinin Ekonomik-Sosyal Tatmin, Güven ve Bağlılık İlişkisinin Belirlenmesi: Doğu Anadolu Bölgesi’nde Beyaz Eşya Sektöründeki Bayiler Üzerine bir Araştırma [Determination of Economical-Social Satisfaction, Trust and Loyalty Relations of Channel Members: A Research Conducted over Dealers of White Goods Located in Eastern Anatolia]. Ankara University School of Social Sciences Journal, 65(02), pp. 239-269.