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Year 2014, Volume: 15 Issue: 2, 225 - 246, 13.05.2014

Yunus Güler

Abstract

The Relation Among Customer Orientation, Brand Reliability and Local Retail Loyalty The main subject of this study is the local organized retailers which are competing with national and international companies in the ever-growing and increasingly competitive retail industry. This study seeks to determine the extent to which local organized retailers can achieve local customer loyalty using variables such as customer orientation and brand reliability. The study was conducted with the participation of the three organized local food retailers in Kirikkale. Face to face survey is conducted with employees and customer of the firms. The collected data is interpreted by analyzing with statistical package program. According to the results of this study, local retail loyalty is divided into the following two sub-groups: “ethnocentrism and loyalty in favorable conditions” and “loyalty despite unfavorable conditions”. When the impact of customer orientation and brand reliability were examined, it was found that the subgroup characterized by proper and honest approaches to brand reliability shows parallelism with the “ethnocentrism and loyalty in * Yrd. Doç. Dr., Kırıkkale Üniversitesi Keskin Meslek Yüksekokulu Pazarlama ve Reklamcılık Bölümü, Kırıkkale, ybguler@hotmail.com favorable conditions factor sub-group”. It is seen that customer orientation is not related with local retail loyalty so much.

Keywords

Local Retail Loyalty Customer Orientation Brand Reliability

References

  • ALLİSON, Claire; Henry STAMMERJOHAN, Kenneth E. CLOW and Mary MCKİNLEY (2010), “Can Materialism Be Good For Local Retailers? Am Emprical Study of Trait Antecedents to Local Loyalty Behavior”, Marketing Management Journal, Vol.: 20, No:2, ss. 54-63.
  • ARIKBAY, Canan. (1996), Perakendecilikte Gelişmeler ve Yeni Yaklaşımlar, MPM Yayınları: 572, Ankara.
  • ARMAN, Harun; Abdul KASSİM, Mohd WAHİD, Aisat Oswald IGAU, Hassan, Mohammad GHOZALİ, Abdullah SWİDİ (2010), “Managing local brands in Facing challanges of Globalization: Be a Local Global Leader?”, European Journal of Social Sciences, Vol. 17, No.2, ss. 254-265.
  • AYDIN, Kenan (2010), Perakende Yönetimin Temelleri, Nobel Yayın Dağıtım, Ankara.
  • BHARDWAJ, Vertica; Kumar ARCHANA, Kim YOUN-KYUNG (2010), “Brand Analyses of U.S. Global and Local Brands in India: The Case of Levi’s”, Journal of Global Marketing, Vol.: 23, ss. 80-94.
  • BOZKURT, İzzet. (2003), “Müşteri İlişkileri Yönetimi ve Perakende Sektöründe Bir Uygulama”, YTÜ SBE (yayınlanmamış yüksek lisans tezi), İstanbul’dan aktaran Şimşek, Gülhayat. Gölbaşı., Noyan, Fatma. (2009), “Türkiye’de Cep telefonu Cihazı Pazarında Marka Sadakati İçin Bir Model Önerisi”, ODTÜ Gelişme Dergisi, ss. 151-159.
  • COLE, Henry; E. Clow KENNETH. (2011), “A Model Development of Retail Patronage Loyaty”, Journal of Business Studies Quarterly, Vol.: 2, No: 2, ss. 1-16.
  • DANIŞMAN, Ali; Ertan ERKOCAOĞLU (2008), “Pazar Yönelimi-Firma Performansı İlişkisi: İMKB ye kota Firmalar Üzerinde Bir Araştırma”, Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Sayı: 19, ss 197-221.
  • DONAVAN, D. Todd; Tom J. BROWN, John C. MOWEN (2004),“Internal Benefits Service- Worker Customer Orientation: Job Satisfaction, Commitment and Organizational Citizenship Behaviors”, Journal of Marking, Vol. 68, ss. 128-146.
  • HUANG, Chiung-En; Hu YANG-CHİH (2009), “A Study On The Influence Of Service Personnel’s Customer Orientation On Securities Industury Performance-Knowledge Integration As A Mediator Variable”, Fourth International Conference on Computer Sciences and Convergence Information Technology, 2009, Seoul, ss.539-542.
  • ERDİL, Sabri, Yeşim UZUN (2009), Marka Olmak, Beta Yayınları, İstanbul.
  • ESKİLER, Ersin; Müjdat ÖZMEN ve Cevahir UZKURT (2011), “Bilgi Yönetimi Pazar Odaklılık ve Pazarlama Yeniliği İlişkisi : Mobilya Sektöründe Bir Araştırma”, Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Sayı: 6, No: 1, ss. 31-69.
  • FRED, M. Jones (1959), Retail Merchandising, Second Printing, Richard D. Irwin Inc., Homewoodıllionis.
  • HESLOP, Louise. A, Nicolas PAPADOPOULOS (1993), But Who Knows Where or When: Reflections on the Images of Countries and Their Products, In Product-Country Images: Impactand Role in International Marketing”, Edit. Nicolas Papadopoulosand and Louise A. Heslop, International Business Press, New York.
  • HOZİER, C.George; E. Donald STEM (1985), “General Retail Patronage Loyalty as a Determinant of Consumer Outshopping Behavior”, Journal of the Academy of Marketing Science, Vol.: 13, No: 1, 32-46.
  • HUANG, Xiaoshang (2008), Study on Brand Loyalty in Chinese Local Fashion Brand in China: Focus on Business Attire, A Dissertation Presented in Part Considerateion for the deree of MA Marketing, University of Nottingham
  • İSLAMOĞLU, Ahmet. Hamdi. (2002), Pazarlama İlkeleri, Beta Yayınları, İstanbul.
  • SMİTH J. Garry, Donald P. ROY(2011), A Framework for Developing Customer Orientation in Ticket Sales Organizations, Sport Marketing Quarterly, , 20,93-102, West Virginia University.
  • JAWORSKİ, Bernard; Ak KOHLİ(1990), “Market Orientation: The Construct, Researchro Positions And Manager Alimplications”, Journal of Marketing, Vol.:54, ss. 1-18.
  • HESS, Jeffrey (1995), “Construction and Assessment of a Scale to Measure, Consumer Trust", Edit. Sternand, B. B., Zinkhan, G. M., AMA Educator's Proceedings, Vol.:6, ss.20-26’den aktaran Bearden, William, Netemeyer, Richard. (1999), Handbook of Marketing Scales, Multi Item Measures for Marketing and Consumer Behavior Research, Sage Publicaitons, California.
  • JEKANOWSKİ, Mark; Daniel R. WİLLİAMS ve A. Schiek WİLLİAM (2000), “Consumers’ Willingness to Purchase Locally Produced Agricultural Products: An Analysis of an India Survey”, Agricultural and Resource Economics Review, 29/8, ss. 43-53.
  • KATHLEEN, Seiders, Douglas, TİGERT (2001), Impact of Market Entryand Competitivestructure on Storeswitching/Store Loyalty’den aktaran, Levy, M., Weitz, A. B., Reteling Management, McGraw-HillCompanies Inc., International Edition, New York.
  • KHARE, Arpita (2012), “Moderating Effect of Age and Gender on Consumer Style Inventory in Predicting Indian Consumers ‘LocalRetailerLoyatly’ ”, The International Review of Retail, Distribution and Consumer Research, Vol. : 22, No: 2, ss. 223-239
  • KRYTALLİS, Athanassios; George CHRYSSOCHOİDİS (2006), “Does the Country of Origin of Food Products Influence Consumer Evaluations? An Empirical Examination of Ham and Cheese”, Paper prepared for presentation at the 98th EAAE Seminar, 2006, Chania, Crete, Greece, ss.1-20.
  • LEVY, Micheal, A. Barton WEİTZ (2001), Reteling Management, McGraw-HillCompanies İnc, İnternational Edition, New York.
  • LEWİNSON, M.Dale, (1991), Retailing,Mcmillan Publishing Company, New York.
  • MİCHAELS, Ronald E; Ralph L. DAY. (1985), "Measuring Customer Orientation of Sales People: A Replication with Industrial Buyers", Journal of Marketing Research, Vol.:22, No:4, ss.443-446.
  • NAKTİYOT, Atılhan (2003), “Yönetici Değerleri Ve Pazar Yönlülük Bir Uygulama”, Erciyes Üniversitesi İİBF Dergisi, Sayı 20, Ocak-Haziran 2003, ss. 95-116.
  • NARVER, John C; Stanley SLATER (1996), “The Effect of a Market Orientation on Business Profitability”, Journal of Marketing, Vol.: 54, ss. 20-35.
  • NİJSSEN, J. Edwin; P. Susan DOUGLAS (2011), “Consumer World-Mindednessand Attitudes Toward Product Positioning in Advertising: An Examination of Global Versus Foreign Versus Local Positoning”, Journal of International Marketing, Vol.: 19, No:3, ss. 113-133.
  • NOBLE, Stephanie M; David A. GRİFFİTH and Mavis T. ADJEİ (2006), “Drivers of Local Merchang Loyaty: Understanding the Influence of Gender and Shopping Motives”, Journal of Retailing, Vol.: 82, No: 3, ss. 177-188.
  • ÖZDEMİR, Şuayip (2006), Müşteri Odaklı Mağaza Yönetimi, Nobel Yayın Dağıtım, Ankara.
  • PETERSAND Thomas, Robert. H. WATERMAN (1982), Insearch Of Excellence: Lessons From America's Best-Run Companies, Harper&Row, New York.
  • PORTER, Micheal (1996), What is Strategy, Harward Business Review, ss.61-80.
  • RAJAGURU, Rajesh; Margeret. J. MATANDA (2011), “Functional Attribute and Shopping Value: Supermarket vs Local Market”, International Journal of Global Business, Vol.: 4, No: 2, ss. 15-27.
  • SAXE, Robert; Barton. A. WEİTZ, (1982)“The SOCO Scale: A Measure of the Customer Orientation of Salespeople,”Journal of Marketing Research, Vol.: 19, ss. 343-351.
  • SEZER, Özcan (2012) “,Kamu Hizmetlerinde Müşteri (Vatandaş) Odaklılık: Türkiye’de Kamu Hizmeti Anlayışı Açısından Bir Değerlendirme”, Uluslararası Yönetim İktisat ve İşletme Dergisi, Cilt: 4 Sayı: 8, ss. 147-172.
  • SHAPİRO, Benson. P. (1988), “What The Hell İs 'Market-Oriented'”, Harvard Business Review, Vol.: 66, ss. 19-25.
  • SİNG, Ramendra; Abraham KOSHY (2011), “SALCUSTOR: A Multidimensional Scale for Salespersons’Customer Orientation and Implications for Customer-Oriented Selling: Empirical Evidence From India”, Journal of Global Marketing, Vol.: 24, ss. 201–215.
  • STONE, Gregory P. (1954). “City Shoppersand Urban Identification: Observations on the Social Psychology of City Life” The American Journal of Sociology, vol. 60, no.1, ss. 36-45.
  • TEK, Ömer. Baybars, Engin ÖZGÜL, (2008), Modern Pazarlama İlkeleri, Birleşik Matbaacılık, İzmir.
  • TOPALOĞLU, Servet (2008), Perakendede Diriliği Kaybetmeden İrileşmek, Hayat Yayınları, İstanbul.
  • Türkiye Perakendecilik Meclisi Sektör Raporu (2012), TOBB Yayınları, Ankara.
  • UZUNOĞLU, Ebru (2007), “Müşteri Odaklı Pazarlama Anlayışına Gore Değer Yaratma: Bir Model Olarak Değer İletim Sistemi”, Eskişehir Osmangazi Üniversitesi İİBF Dergisi, vol.2, no.1, ss. 11-29.
  • VARİNLİ, İnci; Eyüp YARAŞ ve Ahmet BAŞALP (2009), “Satış Elemanlarının Duygusal Zekâsının Bir Göstergesi Olarak Algılanan Performans, Satış Ve Müşteri Odaklılık”, C.Ü. İktisadi ve İdari Bilimler Dergisi, Cilt: 10, Sayı: 1, ss. 159-174.
  • YANG, Zhang; Xu ZHANG, Da-hai DONG (2006), “A Reexamination of Customer Orientation and Business Performance: From a Cultural Perspective”, Management Science and Engineering ICMSE '06 International Conference, 5-7 Oct. 2006, Lille, ss. 1355 – 1359.
  • ZHANG ,Yinlong; Adwait KHARE (2009), “The Impact of Accessible Identities on the Evaluation of Global versus Local Products”, Journal of Consumer Research, Vol.: 36, ss. 524-537.
  • ORTH, Ulrich R.; Firbasova ZUZANA (2002), “Ethnocentrism and Consumer Evaluations of Czech Made Yoghurt”, Agriculture Economy, Vol. 48, No. 4, ss. 175-181.

MÜŞTERİ ODAKLILIK, MARKA GÜVENİLİRLİĞİ VE YEREL PERAKENDE SADAKATİ İLİŞKİSİ

Year 2014, Volume: 15 Issue: 2, 225 - 246, 13.05.2014

Yunus Güler

Abstract

Büyüyen ve rekabetin arttığı perakendecilik sektöründe, ulusal ve uluslararası firmalara karşı mücadele etmeye çalışan yerel organize perakendeciler bu çalışmanın temel konusunu oluşturmaktadır. Araştırma ile yerel organize gıda perakendecilerinin özellikle müşteri odaklılık ve marka güvenilirliği gibi değişkenlerle yerel perakende sadakatini ne düzeyde sağlayabilecekleri incelenmeye çalışılmıştır. Araştırma Kırıkkale İlindeki 3 yerel organize gıda perakendecisine ulaşılarak gerçekleştirilmiştir. Çalışmada işletme çalışanları ve müşterileri ile yüz yüze anket gerçekleştirilmiştir. Elde edilen veriler istatistik paket programı ile analize tabi tutularak bulgular yorumlanmıştır. Araştırma sonuçlarına göre yerel perakende sadakati, “etnosentrizm ve olumlu durumlardaki sadakat” ve “olumsuzluklara rağmen sadakat” şeklinde iki ayrı alt faktör grubuna ayrılmaktadır. Müşteri odaklılık ve marka güvenilirliğinin sadakat üzerine etkisi incelendiğinde, özellikle marka güvenilirliğine yönelik doğru ve dürüst yaklaşımlardan oluşan alt faktör grubunun yerel perakende sadakatinin “etnosentrizm ve olumlu durumlardaki sadakat” alt faktör grubu ile paralellik gösterdiği ortaya konulmaktadır. Müşteri odaklılık kavramının ise yerel perakende sadakati ile çok fazla ilişkili olmadığı görülmektedir. 

 Anahtar kelimeler: Yerel Perakende Sadakati, Müşteri Odaklılık, Marka Güvenilirliği

 

Keywords

Yerel Perakende Sadakati Müşteri Odaklılık Marka Güvenilirliği

References

  • ALLİSON, Claire; Henry STAMMERJOHAN, Kenneth E. CLOW and Mary MCKİNLEY (2010), “Can Materialism Be Good For Local Retailers? Am Emprical Study of Trait Antecedents to Local Loyalty Behavior”, Marketing Management Journal, Vol.: 20, No:2, ss. 54-63.
  • ARIKBAY, Canan. (1996), Perakendecilikte Gelişmeler ve Yeni Yaklaşımlar, MPM Yayınları: 572, Ankara.
  • ARMAN, Harun; Abdul KASSİM, Mohd WAHİD, Aisat Oswald IGAU, Hassan, Mohammad GHOZALİ, Abdullah SWİDİ (2010), “Managing local brands in Facing challanges of Globalization: Be a Local Global Leader?”, European Journal of Social Sciences, Vol. 17, No.2, ss. 254-265.
  • AYDIN, Kenan (2010), Perakende Yönetimin Temelleri, Nobel Yayın Dağıtım, Ankara.
  • BHARDWAJ, Vertica; Kumar ARCHANA, Kim YOUN-KYUNG (2010), “Brand Analyses of U.S. Global and Local Brands in India: The Case of Levi’s”, Journal of Global Marketing, Vol.: 23, ss. 80-94.
  • BOZKURT, İzzet. (2003), “Müşteri İlişkileri Yönetimi ve Perakende Sektöründe Bir Uygulama”, YTÜ SBE (yayınlanmamış yüksek lisans tezi), İstanbul’dan aktaran Şimşek, Gülhayat. Gölbaşı., Noyan, Fatma. (2009), “Türkiye’de Cep telefonu Cihazı Pazarında Marka Sadakati İçin Bir Model Önerisi”, ODTÜ Gelişme Dergisi, ss. 151-159.
  • COLE, Henry; E. Clow KENNETH. (2011), “A Model Development of Retail Patronage Loyaty”, Journal of Business Studies Quarterly, Vol.: 2, No: 2, ss. 1-16.
  • DANIŞMAN, Ali; Ertan ERKOCAOĞLU (2008), “Pazar Yönelimi-Firma Performansı İlişkisi: İMKB ye kota Firmalar Üzerinde Bir Araştırma”, Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Sayı: 19, ss 197-221.
  • DONAVAN, D. Todd; Tom J. BROWN, John C. MOWEN (2004),“Internal Benefits Service- Worker Customer Orientation: Job Satisfaction, Commitment and Organizational Citizenship Behaviors”, Journal of Marking, Vol. 68, ss. 128-146.
  • HUANG, Chiung-En; Hu YANG-CHİH (2009), “A Study On The Influence Of Service Personnel’s Customer Orientation On Securities Industury Performance-Knowledge Integration As A Mediator Variable”, Fourth International Conference on Computer Sciences and Convergence Information Technology, 2009, Seoul, ss.539-542.
  • ERDİL, Sabri, Yeşim UZUN (2009), Marka Olmak, Beta Yayınları, İstanbul.
  • ESKİLER, Ersin; Müjdat ÖZMEN ve Cevahir UZKURT (2011), “Bilgi Yönetimi Pazar Odaklılık ve Pazarlama Yeniliği İlişkisi : Mobilya Sektöründe Bir Araştırma”, Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Sayı: 6, No: 1, ss. 31-69.
  • FRED, M. Jones (1959), Retail Merchandising, Second Printing, Richard D. Irwin Inc., Homewoodıllionis.
  • HESLOP, Louise. A, Nicolas PAPADOPOULOS (1993), But Who Knows Where or When: Reflections on the Images of Countries and Their Products, In Product-Country Images: Impactand Role in International Marketing”, Edit. Nicolas Papadopoulosand and Louise A. Heslop, International Business Press, New York.
  • HOZİER, C.George; E. Donald STEM (1985), “General Retail Patronage Loyalty as a Determinant of Consumer Outshopping Behavior”, Journal of the Academy of Marketing Science, Vol.: 13, No: 1, 32-46.
  • HUANG, Xiaoshang (2008), Study on Brand Loyalty in Chinese Local Fashion Brand in China: Focus on Business Attire, A Dissertation Presented in Part Considerateion for the deree of MA Marketing, University of Nottingham
  • İSLAMOĞLU, Ahmet. Hamdi. (2002), Pazarlama İlkeleri, Beta Yayınları, İstanbul.
  • SMİTH J. Garry, Donald P. ROY(2011), A Framework for Developing Customer Orientation in Ticket Sales Organizations, Sport Marketing Quarterly, , 20,93-102, West Virginia University.
  • JAWORSKİ, Bernard; Ak KOHLİ(1990), “Market Orientation: The Construct, Researchro Positions And Manager Alimplications”, Journal of Marketing, Vol.:54, ss. 1-18.
  • HESS, Jeffrey (1995), “Construction and Assessment of a Scale to Measure, Consumer Trust", Edit. Sternand, B. B., Zinkhan, G. M., AMA Educator's Proceedings, Vol.:6, ss.20-26’den aktaran Bearden, William, Netemeyer, Richard. (1999), Handbook of Marketing Scales, Multi Item Measures for Marketing and Consumer Behavior Research, Sage Publicaitons, California.
  • JEKANOWSKİ, Mark; Daniel R. WİLLİAMS ve A. Schiek WİLLİAM (2000), “Consumers’ Willingness to Purchase Locally Produced Agricultural Products: An Analysis of an India Survey”, Agricultural and Resource Economics Review, 29/8, ss. 43-53.
  • KATHLEEN, Seiders, Douglas, TİGERT (2001), Impact of Market Entryand Competitivestructure on Storeswitching/Store Loyalty’den aktaran, Levy, M., Weitz, A. B., Reteling Management, McGraw-HillCompanies Inc., International Edition, New York.
  • KHARE, Arpita (2012), “Moderating Effect of Age and Gender on Consumer Style Inventory in Predicting Indian Consumers ‘LocalRetailerLoyatly’ ”, The International Review of Retail, Distribution and Consumer Research, Vol. : 22, No: 2, ss. 223-239
  • KRYTALLİS, Athanassios; George CHRYSSOCHOİDİS (2006), “Does the Country of Origin of Food Products Influence Consumer Evaluations? An Empirical Examination of Ham and Cheese”, Paper prepared for presentation at the 98th EAAE Seminar, 2006, Chania, Crete, Greece, ss.1-20.
  • LEVY, Micheal, A. Barton WEİTZ (2001), Reteling Management, McGraw-HillCompanies İnc, İnternational Edition, New York.
  • LEWİNSON, M.Dale, (1991), Retailing,Mcmillan Publishing Company, New York.
  • MİCHAELS, Ronald E; Ralph L. DAY. (1985), "Measuring Customer Orientation of Sales People: A Replication with Industrial Buyers", Journal of Marketing Research, Vol.:22, No:4, ss.443-446.
  • NAKTİYOT, Atılhan (2003), “Yönetici Değerleri Ve Pazar Yönlülük Bir Uygulama”, Erciyes Üniversitesi İİBF Dergisi, Sayı 20, Ocak-Haziran 2003, ss. 95-116.
  • NARVER, John C; Stanley SLATER (1996), “The Effect of a Market Orientation on Business Profitability”, Journal of Marketing, Vol.: 54, ss. 20-35.
  • NİJSSEN, J. Edwin; P. Susan DOUGLAS (2011), “Consumer World-Mindednessand Attitudes Toward Product Positioning in Advertising: An Examination of Global Versus Foreign Versus Local Positoning”, Journal of International Marketing, Vol.: 19, No:3, ss. 113-133.
  • NOBLE, Stephanie M; David A. GRİFFİTH and Mavis T. ADJEİ (2006), “Drivers of Local Merchang Loyaty: Understanding the Influence of Gender and Shopping Motives”, Journal of Retailing, Vol.: 82, No: 3, ss. 177-188.
  • ÖZDEMİR, Şuayip (2006), Müşteri Odaklı Mağaza Yönetimi, Nobel Yayın Dağıtım, Ankara.
  • PETERSAND Thomas, Robert. H. WATERMAN (1982), Insearch Of Excellence: Lessons From America's Best-Run Companies, Harper&Row, New York.
  • PORTER, Micheal (1996), What is Strategy, Harward Business Review, ss.61-80.
  • RAJAGURU, Rajesh; Margeret. J. MATANDA (2011), “Functional Attribute and Shopping Value: Supermarket vs Local Market”, International Journal of Global Business, Vol.: 4, No: 2, ss. 15-27.
  • SAXE, Robert; Barton. A. WEİTZ, (1982)“The SOCO Scale: A Measure of the Customer Orientation of Salespeople,”Journal of Marketing Research, Vol.: 19, ss. 343-351.
  • SEZER, Özcan (2012) “,Kamu Hizmetlerinde Müşteri (Vatandaş) Odaklılık: Türkiye’de Kamu Hizmeti Anlayışı Açısından Bir Değerlendirme”, Uluslararası Yönetim İktisat ve İşletme Dergisi, Cilt: 4 Sayı: 8, ss. 147-172.
  • SHAPİRO, Benson. P. (1988), “What The Hell İs 'Market-Oriented'”, Harvard Business Review, Vol.: 66, ss. 19-25.
  • SİNG, Ramendra; Abraham KOSHY (2011), “SALCUSTOR: A Multidimensional Scale for Salespersons’Customer Orientation and Implications for Customer-Oriented Selling: Empirical Evidence From India”, Journal of Global Marketing, Vol.: 24, ss. 201–215.
  • STONE, Gregory P. (1954). “City Shoppersand Urban Identification: Observations on the Social Psychology of City Life” The American Journal of Sociology, vol. 60, no.1, ss. 36-45.
  • TEK, Ömer. Baybars, Engin ÖZGÜL, (2008), Modern Pazarlama İlkeleri, Birleşik Matbaacılık, İzmir.
  • TOPALOĞLU, Servet (2008), Perakendede Diriliği Kaybetmeden İrileşmek, Hayat Yayınları, İstanbul.
  • Türkiye Perakendecilik Meclisi Sektör Raporu (2012), TOBB Yayınları, Ankara.
  • UZUNOĞLU, Ebru (2007), “Müşteri Odaklı Pazarlama Anlayışına Gore Değer Yaratma: Bir Model Olarak Değer İletim Sistemi”, Eskişehir Osmangazi Üniversitesi İİBF Dergisi, vol.2, no.1, ss. 11-29.
  • VARİNLİ, İnci; Eyüp YARAŞ ve Ahmet BAŞALP (2009), “Satış Elemanlarının Duygusal Zekâsının Bir Göstergesi Olarak Algılanan Performans, Satış Ve Müşteri Odaklılık”, C.Ü. İktisadi ve İdari Bilimler Dergisi, Cilt: 10, Sayı: 1, ss. 159-174.
  • YANG, Zhang; Xu ZHANG, Da-hai DONG (2006), “A Reexamination of Customer Orientation and Business Performance: From a Cultural Perspective”, Management Science and Engineering ICMSE '06 International Conference, 5-7 Oct. 2006, Lille, ss. 1355 – 1359.
  • ZHANG ,Yinlong; Adwait KHARE (2009), “The Impact of Accessible Identities on the Evaluation of Global versus Local Products”, Journal of Consumer Research, Vol.: 36, ss. 524-537.
  • ORTH, Ulrich R.; Firbasova ZUZANA (2002), “Ethnocentrism and Consumer Evaluations of Czech Made Yoghurt”, Agriculture Economy, Vol. 48, No. 4, ss. 175-181.
There are 48 citations in total.

Details

Primary Language Turkish
Journal Section Makaleler
Authors

Yunus Güler

Publication Date May 13, 2014
Submission Date May 13, 2014
Published in Issue Year 2014Volume: 15 Issue: 2

Cite

APA Güler, Y. (2014). MÜŞTERİ ODAKLILIK, MARKA GÜVENİLİRLİĞİ VE YEREL PERAKENDE SADAKATİ İLİŞKİSİ. Cumhuriyet Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 15(2), 225-246.
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