İşletme performansının ve website kullanımının pazar odaklılığa etkisi: KOBİ'lere yönelik bir uygulama
Küçük Resim Yok
Tarih
2010
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Niğde Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Günümüzde bir çok isletme farklilik yaratarak, pazarda rakiplerinin önüne geçmeyeçalismaktadir. Bu baglamda müsterilerin, ihtiyaç, istek ve arzulari belirlenerek gelistirilenstratejiler isletmeleri amaçlarina ulastiracaktir. Isletmeler müsterilerinin istek ve ihtiyaçlari ileilgili bilgileri çesitli yollardan toplamaktadirlar. H la gelisen ve çagimizin en önemlibuluslarindan biri olan internet ve websiteleri müsterilerle iletisimin, günün her saatindekesintisiz olarak gerçeklestirilebilmesini saglamaktad Iletisim sayesinde isletmeler gereklibilgileri toplayarak nasil bir strateji izleyeceklerini belirlemeye çalismaktadirlar.Bu çalisma ile pazar odakliligin ve internet kullaniminin isletme performansina olan etkisiarastirilmaktadir. Isletmelerin pazar odaklilik faaliyetlerini ne ölçüde önemsedikleri, rakipfaaliyetlerine karsi tepkileri, çalisanlarini ne kadar önemsedikleri ve internet hakkinda kidüsüncelerinin isletme performansi üzerinde, herhangi ir etkisinin olup olmadigi ölçülmeyeçalisilmistir. Bu amaçla küçük ve orta ölçekli isletmeler üzerinde arastirma yapilmistir.Arastirma sonuçlari, çesitli açilardan incelenerek degerlendirilmistir.Küçük ve orta ölçekli isletmeler üzerinde yapilan arastirma sonucunda, pazar odaklilik,isletme performansi üzerinde istatistiksel olarak anlamli bir farklilik olusturmadigibelirlenmistir. Website sahibi isletmelerin, website sahibi olmayan isletmelere göre genelperformanslari daha yüksektir. Interneti sik kullananan isletmelerin performansi, internetiseyrek kullanan isletmelerden daha yüksektir. Ayrica interneti si kullanan isletmelerininternete daha kisa sürede uyum sagladiklari belirlenmistir. Pazar odaklilik, website sahipligive internet kullanim sikligi isletmelerin pazarlama k larina katki saglamaktadir.Pazar yönelimi, müsteri yönelimi, firma performansi, kültürü,internet adatosyonu
Recently, many enterprises try to gain advantage over by making differences. Inthis context, strategies based on customer needs and requirements wil be effective.Enterprises collect data regarding to customer needs from various ways. Internet and websiteswhich evolve at the pace of light, make the continuous communication between enterprisesand customers possible at any time. So that enterprises try to define the strategies that theyfollow.In this research the effect of market orientation and usage on business performancewas covered. How market oriented activities were considered important by enterprises, thereactions against competitor strategies, the place of in business and considerationsabout internet, affected business performance was tried to be measured. So the study scopedon SME?s. Research results were assessed from different perpectives.The research results showed that market orientation did not make a statistically significantdifference on business performance. SME?s that have a and use internet effectivelyhave a better business performance compared to the others. Also SME?s that use internetfrequently adopt themselves easier to the digital world. Market orientation, website ownershipand frequency of internet usage contribute in marketing decision processes.Market orientation, customer orientation, business performance, organizationculture, internet adoption
Recently, many enterprises try to gain advantage over by making differences. Inthis context, strategies based on customer needs and requirements wil be effective.Enterprises collect data regarding to customer needs from various ways. Internet and websiteswhich evolve at the pace of light, make the continuous communication between enterprisesand customers possible at any time. So that enterprises try to define the strategies that theyfollow.In this research the effect of market orientation and usage on business performancewas covered. How market oriented activities were considered important by enterprises, thereactions against competitor strategies, the place of in business and considerationsabout internet, affected business performance was tried to be measured. So the study scopedon SME?s. Research results were assessed from different perpectives.The research results showed that market orientation did not make a statistically significantdifference on business performance. SME?s that have a and use internet effectivelyhave a better business performance compared to the others. Also SME?s that use internetfrequently adopt themselves easier to the digital world. Market orientation, website ownershipand frequency of internet usage contribute in marketing decision processes.Market orientation, customer orientation, business performance, organizationculture, internet adoption
Açıklama
Sosyal Bilimler Enstitüsü, İşletme Ana Bilim Dalı, Üretim Yönetimi ve Pazarlama Bilim Dalı
Anahtar Kelimeler
İşletme, Business Administration
