Endüstriyel Pazarlamada Müşteri Tatmini ve Ölçümü: Bir Kavramsallaştırma Çabası

Pazarlama alanında pazara ve müşteriye odaklı yaklaşımların geniş kabul görmesiyle birlikte müşteri tatmini kavramına olan ilgi artarak sürmektedir. Endüstriyel pazarlarda firmalararasi ilişkiler, tüketici pazarlarına göre çoğu durumda daha yakın, yoğun, uzun dönemli ve sosyal yönleri olan kapsamlı bir alışveriş ortamı içerirler. Endüstriyel pazarların kendine özgü bu şekilde bir alış-veriş ortamı oluşturması, endüstriyel tatmin kavramının oluşumu, anlaşılması ve ölçülmesi bakımından tüketici tatmininden ayrışan önemli farkları da beraberinde getirmektedir. Çalışmada endüstriyel müşteri tatmini kavramına ilişkin uygun ve güçlü bir tanıma ulaşılmaya çalışılmaktadır. Endüstriyel müşteri tatmini kavramı; müşterinin alışveriş değişkenlerini etkileyebildiği bir ortamda, tedarikçinin ilişki süresince gösterdiği ekonomik ve sosyal değişkenlere ilişkin performansın, belli müşteri örgüt üyeleri tarafından karmaşık bir bilgi işleme süreci halinde biriktirilmesi ve değerlendirilmesi sonucunda oluşan bir çıktıdır. Bir ölçümleme süreci olarak ele alındığında ise, Müşteri Tatmini Ölçümü (MTÖ), analitik, davranışsal ve örgütsel boyutları olan ve bu boyutlar arasında bir uyumun gerektiği karmaşık bir süreçtir. Bu yönleriyle çalışma, endüstriyel müşteri tatmini olgusu ve ölçümü konusunda kapsamlı bir kavramsallaştırma çabası içermektedir.

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