Uluslararası Endüstriyel Pazarlarda Müşteri Memnuniyeti Güven ve Sadakat İlişkileri: Dikkan Firması Örneği
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2018
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Abstract
Uluslararası endüstriyel pazarlar endüstriyel işletmelerin rekabet koşullarındaayakta kalabilmeleri için yeni stratejik hamleler ve ilişkiler geliştirmesini zorunlukılmaktadır. Her işletme için olduğu gibi endüstriyel işletmeler için de müşterimemnuniyeti ulaşılması gereken en önemli hedeftir. Müşteri memnuniyeti sayesindeendüstriyel işletmeler uluslararası endüstriyel pazarlarda bir adım öne geçebilmekte vediğer firmalarla ilişkilerini sürdürebilmektedir. Endüstriyel firmalar uluslararasıpazarlarda ilişki ağlarını geliştirebilmek için değer yaratma beklentileri karşılama vegüven sağlama konularına önem vermektedir. Bu araştırmanın amacı uluslararasıendüstriyel pazarlarda müşteri memnuniyetinin güven ve sadakat ile olan ilişkisininanaliz edilmesidir. Bu amaç doğrultusunda endüstriyel pazarlarda faaliyet gösteren birTürk firmasının uluslararası pazarlarda çalıştığı farklı şirketlerden veri toplanmıştır.Veri toplama yöntemi olarak e-posta yoluyla anket tekniği kullanılmış ve Nisan-Mayıs2017 tarihlerinde uluslararası endüstriyel pazarlardaki firmalarda çalışan yabancımüşteriler ile anket yapılmıştır. Verilerin analizinde faktör analizi ve çoklu regresyonanalizleri kullanılmıştır. Faktör analizi sonucunda araştırmada kullanılan INDSATmüşteri memnuniyeti ölçeği beş boyut altında toplanmıştır. Bu boyutlar şu şekildeisimlendirilmiştir: Teknik Servis Memnuniyeti Ürün Memnuniyeti SatışTemsilcilerinden Memnuniyet Sağlanan Bilgi ve Belgelerden Memnuniyet SiparişSürecinden Memnuniyet. Güven ve sadakat ölçekleri ise tek bir boyut altındatoplanmıştır. Hipotezleri test etmek için uygulanan regresyon analizleri sonucunda, müşteri memnuniyetinin güvenin % 55 2’sini açıkladığı sadakatin ise % 54 5’iniaçıkladığı görülmüştür. Araştırma hem endüstriyel hem de uluslararası pazarlardamemnuniyet-güven ve memnuniyet-sadakat ilişkilerini incelemesi açısından literatürekatkı sağlamıştır.
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İşletme-İktisat, İşletme, İktisat
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