DAĞITIM KANALLARINDA PERFORMANS, SADAKAT ve BENZERLİK ARASI İLİŞKİLER: ÖRGÜTSEL YETENEKLERİN DÜZENLEYİCİ ROLÜ

Yıl 2017, Cilt: 14 Sayı: 38, 185 - 211, 28.07.2017

Hanifi Murat Mutlu

Öz

Bu çalışmanın ana amacı,
dağıtım kanallarında, güven, memnuniyet, özgün yatırımların sadakat ve
performans üzerine etkilerinin incelenmesidir. Ayrıca çalışma kaynak
bağımlılığı görüşüne (KBG) dayalı olarak, örgütsel yeteneklerin sadakat-performans/benzerlik-performans
arası ilişkilerdeki düzenleyici rolünü de araştırmaktadır. Dolayısıyla
çalışmada hem doğrudan hem de dolaylı ilişkilere yönelik hipotezler test
edilmektedir. Hipotez testleri için, kolayda örneklem metodu kullanılarak ve
hazırlanan bir anket vasıtasıyla akaryakıt istasyonlarında yapılan görüşmelerle
veri toplanmıştır. Çalışmada regresyon ve korelasyon analizleri uygulandı.
Analiz sonuçları değişkenler arası güçlü ilişkilere işaret etmektedir. Çalışma,
elde edilen sonuçların teorik ve yönetimsel bulgularının tartışılması ile son
bulmaktır.

Anahtar Kelimeler

Performans, Sadakat, Benzerlik, Örgütsel yetenek

THE RELATINSHIPS AMONG PERFORMANCE, LOYALTY AND SIMILARITY IN DISTRIBUTION CHANNELS: THE MODERATING EFFECT ORGANIZATIONAL CAPABILITY

Öz

Main
aim of this study is to investigate the effects of trust, satisfaction,
transaction spesific investments and similarity on loyalty and firm performance
in distribution channels. Therefore, based on resource dependence theory, the
study was also explored the moderating effect of organizational capability on
the relationships between loyalty-performance/similarity-performance. The study tested the hypotheses and investigated both direct
and indirect effects among the research variables. For testing our hypotheses, questionnaires
were given to gas station firms by face to face. We used convenience sampling
method. The research hypotheses were tested by correlation and regression
analyses. The results indicated that there were strong relationships among the
research variables. Finally, theoretical and managerial implications of the
study findings are discussed.

Anahtar Kelimeler

Keyword: Performance, Loyalty, Similarity, Organizational Capability

Kaynakça

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