DOES THE EFFECT OF RELATIONSHIP QUALITY ON CUSTOMER-PERCEIVED VALUE VARY DEPENDING ON COMPANY SIZE?

Bu çalışmada, alıcı ve tedarikçi firmalar arasındaki ilişki kalitesinin, müşterinin algıladığı değer üzerindeki etkisinin firma büyüklüğüne bağlı olarak değişiklik gösterip göstermediği incelenmektedir. Çalışmada kullanılan veri, toplam 373 küçük, orta ve büyük işletmeden anket yöntemi ile toplanmıştır. Uygulanan bir dizi regresyon analizi sonuçları, ilişki kalitesi boyutlarının (güven, bağlılık, tatmin, bilgi paylaşımı ve iletişim), değer yaratma üzerindeki etkilerinin firma büyüklüklerine göre farklılaştığını ortaya koymaktadır. Sonuçlara göre, küçük ölçekli firmalarda yalnızca bağlılık boyutu müşterinin algıladığı değer üzerinde anlamlı bir etkiye sahiptir. Orta ölçekli firmalarda, küçük firmalardan farklı olarak, güven ve tatmin de değer yaratan ilişki kalitesi boyutları olarak tespit edilmiştir. Etkili iletişim sadece büyük ölçekli firmalar için anlamlı bir değer yaratama unsuru iken, bilgi paylaşımının algılanan değer üzerinde anlamlı bir etkisi tespit edilmemiştir.     

İlişki Kalitesinin Müşterinin Algıladığı Değer Üzerindeki Etkisi Firma Büyüklüğüne Göre Değişmekte midir?

Bu çalışmada, alıcı ve tedarikçi firmalar arasındaki ilişki kalitesinin, müşterinin algıladığı değer üzerindeki etkisinin firma büyüklüğüne bağlı olarak değişiklik gösterip göstermediği incelenmektedir. Çalışmada kullanılan veri, toplam 373 küçük, orta ve büyük işletmeden anket yöntemi ile toplanmıştır. Uygulanan bir dizi regresyon analizi sonuçları, ilişki kalitesi boyutlarının (güven, bağlılık, tatmin, bilgi paylaşımı ve iletişim), değer yaratma üzerindeki etkilerinin firma büyüklüklerine göre farklılaştığını ortaya koymaktadır. Sonuçlara göre, küçük ölçekli firmalarda yalnızca bağlılık boyutu müşterinin algıladığı değer üzerinde anlamlı bir etkiye sahiptir. Orta ölçekli firmalarda, küçük firmalardan farklı olarak, güven ve tatmin de değer yaratan ilişki kalitesi boyutları olarak tespit edilmiştir. Etkili iletişim sadece büyük ölçekli firmalar için anlamlı bir değer yaratama unsuru iken, bilgi paylaşımının algılanan değer üzerinde anlamlı bir etkisi tespit edilmemiştir. 

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Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi-Cover
  • Yayın Aralığı: Yılda 4 Sayı
  • Başlangıç: 1983
  • Yayıncı: Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dekanlığı