Nurhan PAPATYA, Gürcan PAPATYA, AHMET BUĞRA HAMŞIOĞLU

İşletmelerde Stratejik Yönlülük Boyutları ile Hizmet Yenilik Yeteneği ve Pazar Performansı Arasındaki İlişki: Bir Araştırma

Amaç – Makalenin amacı Antalya ili üretim işletmelerinde stratejik yönlülük boyutları ile hizmet yenilik yeteneği ve pazar performansı arasındaki ilişkiyi belirlemektir. Yöntem – Makalede, kullanılan ölçekler şu şekildedir: Müşteri yönlülük ölçeği Despande ve Farley (1998); rakip yönlülük ölçeği Narver ve Slater (1990) ile Olson vd. (2005); maliyet yönlülük ölçeği Olson vd. (2005) ile Homburg vd (1999); hizmet yenilik yeteneği ölçeği Grawe vd. (2009) ve pazar performansı da, Claycomb vd. (1999) ile Jaworski ve Kohli (1993) tarafından yapılan makaleden yararlanılarak oluşturulmuştur. Araştırmanın ana kütlesi Antalya ilinde faaliyet gösteren ve Ticaret ve Sanayi Bakanlığı’na kayıtlı 879 işletme olarak belirlenmiş; araştırma, katılmayı kabul eden 180 işletme ile görüşülerek gerçekleştirilmiştir. Elde edilen verilere kısmi en küçük kareler yöntemi ve model testi uygulanmış, elde edilen bulgular değerlendirilmiş ve yorumu yapılmıştır. Bulgular – Stratejik yönlülük boyutları (müşteri yönlülük, rakip yönlülük, maliyet yönlülük), hizmet yenilik yeteneği ve pazar performansı arasında ilişkilerin analizinde; stratejik yönlülük boyutlarının hizmet yenilik yeteneğini doğrudan ve pozitif yönde etkilediği görülmüştür. Ayrıca hizmet yenilik yeteneğinin pazar performansını doğrudan ve pozitif yönde etkilediği ve oluşturulan araştırma hipotezleri ve modeli tam olarak doğrulandığı izlenmiştir. Tartışma – Bu araştırmada stratejik yönlülük boyutları, hizmet yenilik yeteneği ve pazar performansı Türkiye ve Antalya ili özelinde ampirik olarak incelemiş ve elde edilen bulgular tartışılmıştır.

The Relationship Between Strategic Orientation Dimensions and Service Innovation Capability and Market Performance in Businesses: A Research

Purpose – The aim of the article is to determine the relationship between strategic orientation dimensions and service innovation capability and market performance in Antalya province production business. Design/methodology/approach – The scales used in the article are as follows: Customer orientation scale Despande and Farley (1998); the competitor orientation scale Narver and Slater (1990) and Olson et al. (2005); cost- orientation scale Olson et al. (2005) and Homburg et al (1999); service innovation capability scale Grawe et al. (2009) and market performance Claycomb et al. (1999) and Jaworski and Kohli (1993). The main mass of the research was determined as 879 business operating in Antalya and registered with the Ministry of Trade and Industry. The research was conducted by interviewing 180 businesses that agreed to participate. Partial least squares method and model test were applied to the obtained data, the obtained findings were evaluated and interpreted. Findings – In the analysis of the relationship between strategic orientation dimensions (customer orientation, competitor orientation, cost orientation), service innovation capability and market performance; it was observed that the strategic orientation dimensions affect service innovation capability directly and positively. Furthermore, it was determined that service innovation capability has a direct and positive effect on market performance. This result fully confirms the research hypotheses and model created. Discussion – In this study, the relationship between strategic orientation dimensions, service innovation capability and market performance empirically examined for Turkey and Antalya province in particular and the findings were discussed.

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