Pazar Yönelimi-Firma Performansı İlişkisi: İMKB’ye Kote Firmalar Üzerinde Bir Araştırma

Bu çalışmada, firmaların rekabetinde önemli bir etken olarak görülen pazar yöneliminin temel boyutu olan müşteri odaklılığın firma performansı üzerindeki etkisi incelenmektedir. İMKB firmaları üzerinde yapılan araştırmada, pazar yöneliminin temel boyutu olarak müşteri odaklılığın satışlarda büyüme ve karlılığa göre finansal performans göstergeleri üzerinde nasıl bir etkide bulunduğu anlaşılmaya çalışılmıştır. Korelasyon ve regresyon analizi yapılarak elde edilen araştırma sonuçlarına göre, müşteri odaklılığın satışlarda büyüme düzeyini önemli ölçüde etkilediği, ancak karlılık göstergeleri üzerinde istatistiksel olarak anlamlı bir etkisinin bulunmadığı görülmüştür. Araştırma sonuçları, çeşitli açılardan tartışılmıştır.

This study investigates the impact of customer orientation as a core dimension of market orientation, considered to be a key for competitiveness, on firm performance. The study specifiacally focuses on how customer orientation as a central dimension of market orientation has an impact on the financial performance of firms in terms of sales growth and profitability. The research findings conducted on IMKB firms indicates customer orientation to have a significant impact on sales growth but not on financial profitability. The implications of the research findings are discussed in different respects.

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