Tedarikçi Firmaların; Servis Performansı, İletişimi, Tedarikçi, Satış Desteği Davranışlarının Satıcı İşletme Maliyet ve Finansal Performansı Üzerine Etkisi /Beyaz Eşya ve Ev Mobilyası İşletmelerinde Bir Uygulama

Akademik literatür ve iş pratiği alcı-satıcı ilişkilerinde değer oluşturmanın artan önemine işaret etmektedirler. Değer oluşturmanın bir aracı olarak, ticari değişimde maliyetleri düşürmenin bir yol olduğunu söyleyebiliriz. Bu çalışmada hedeflenen; tedarikçi işletmelerin davranışlarının, satıcı firmalar açısından önemini belirtmek ve bu davranışların satıcının finansal açıdan performansını nasıl etkilediğini araştırmaktır. Bu çalışmada 382 satıcı firma örneklem kütlesi olarak seçilmiştir. Amaçlanan tedarikçi firmanın sağladığı; servis performansı, haberleşme seviyesi, satış desteğinin satıcının maliyetlerini ve finansal performansını ne yönde etkilediğinin araştırılmasıdır. Çalışma sonucunda görülmüştür ki; tedarikçi firma satıcıyla ne kadar çok haberleşirse, hizmet etkinliğini satıcıyı da kapsar şekilde artırırsa, servis performansını ne kadar çok artırırsa, ürün tanıtım ve satış desteğini ne kadar çok artırırsa bütün bu davranışlar satıcı için birer maliyet avantajı olacağından satıcının maliyetleri düşecek ve dolayısıyla finansal performansları artacaktır.

Anahtar Kelimeler:

Marmara Bölgesi

In literature and business practice are directing increased attention to the importance of creating value in buyer – supplier relationship.We can say one method for creating value and increased to financial performance is to reduce costs in commercial exchange. The overall purpose of this research was to analyze internal communication patterns, between supplier and buyer of service performance initiatives, supplier management strategies supported factors, internal performance in organizations providing high levels of service quality to their external customers. Data was collected from 382 purchasing executives of reseller - agent organizations. The results indecate that increased communication frequency, increased service performance, support factors of the suppliers facilities to the buyers location lower firm costs and increased financial performance.

Keywords:

Marmara Region,

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