Publication: The impact of cultural sensitivity and communication on export-distributor relations an on export performance
Abstract
sel pazarlama, Kültürel duyarlılık, İletişim, Uluslar arası, İhracatçı ÖZET KÜLTÜREL DUYARLILIĞIN VE İLETİŞİMİN İHRACATÇI – DAĞITICI İLİŞKİLERİNE VE İHRACAT PERFORMANSINA ETKİSİ 21. yüzyılın iş dünyası değişen tüketici davranışından, teknolojik gelişmelerden, piyasaların küreselleşmesinden ve çevredeki rekabet baskısından dolayı gerçekten zorlu fakat buna karşılık fırsatlarla doludur. Müşteri korumanın, müşteri sadakatinin ve tatminin önemini vurgulayan bir pazarlama formu olan İlişkisel pazarlama, günümüzde pazarlama teorisinde ve uygulamasında başlıca tartışma konusudur. Çok sayıda şirket, rekabet üstünlüğü, daha yüksek finansal başarı ve verimlilik kazanmak ve bugünün dinamik çalışma mekanlarında riskleri ve belirsizlikleri azaltmak için ilişkisel pazarlama stratejilerini uygulamaktadırlar. Bu araştırma tezinin amacı, ilişkisel pazarlamanın yapısını, ona yönelik teorik yaklaşımları, formlarını, ana bileşenlerini ve uluslararası şartlarda ilişkisel pazarlamayı araştırmaktır. Bununla birlikte bu çalışmanın esas amacı, ilişkisel pazarlama temelli strateji başarısını etkileyen ilişkisel etkenleri araştırmaktır. Sadakat, güven, kültürel duyarlılık, paylaşılan değerler ve iletişim gibi değişkenleri kullanarak model oluşturulmuş ve bu değişkenlerin performansa etkisi incelenmiştir. İletişimin, paylaşılan değerlerin ve kültürel duyarlılığın sadakat ve güvenden önce olduğu ve bu iki değişkeni olumlu bir şekilde etkilediği tartışılmıştır. Son olarak, ticaret ortaklarının sadakat ve güven derecesinin performansı olumlu bir şekilde etkilediği savunulmuştur. On hipotez sunulmuş ve bu hipotezlerin hepsi farklı istatistik analizlerle test edilmiş ve kanıtlanmıştır. Bu çalışmada, geliştirilmiş teorik model ihracatçı ve dağıtıcı çerçevesinde değerlendirilmiştir. Relationship marketing, Cultural sensitivity, Communication, International, Exporter
THE IMPACT OF CULTURAL SENSITIVITY AND COMMUNICATION ON EXPORTER – DISTRIBUTOR RELATIONS AND ON EXPORT PERFORMANCE The business world of 21st century is quite challenging due to changing consumer behavior, technological developments, globalization of markets, and competitive pressure in the environment. Today, Relationship marketing that is a form of marketing that puts emphasis on customer retention, customer commitment and satisfaction is a major theme of discussion in the marketing theory and practice. Many companies are applying Relationship Marketing strategies in order to achieve competitive advantage, superior financial performance, and greater efficiency and to reduce risks and uncertainty in today’s dynamic workplace. The aim of this research paper was to explore the nature of relationship marketing, the theoretical approaches to relationship marketing, its forms and principal components, and relationship marketing in international context. Yet, the main goal of this study was to explore the relational factors that influence relationship marketing – based strategy success. A model was developed using variables such as commitment, trust, cultural sensitivity, shared values and communication and their influence on performance were studied. It was argued that communication, shared values and cultural sensitivity are antecedents of commitment and trust and affect these two variables positively. Finally, the degree of the commitment and trust among trade partners was argued to affect performance positively. Ten hypotheses were proposed and all of the proposed hypotheses were analyzed and were supported by the different statistical analyses. The theoretical model developed in this study was assessed in the context of exporter and distributor.
THE IMPACT OF CULTURAL SENSITIVITY AND COMMUNICATION ON EXPORTER – DISTRIBUTOR RELATIONS AND ON EXPORT PERFORMANCE The business world of 21st century is quite challenging due to changing consumer behavior, technological developments, globalization of markets, and competitive pressure in the environment. Today, Relationship marketing that is a form of marketing that puts emphasis on customer retention, customer commitment and satisfaction is a major theme of discussion in the marketing theory and practice. Many companies are applying Relationship Marketing strategies in order to achieve competitive advantage, superior financial performance, and greater efficiency and to reduce risks and uncertainty in today’s dynamic workplace. The aim of this research paper was to explore the nature of relationship marketing, the theoretical approaches to relationship marketing, its forms and principal components, and relationship marketing in international context. Yet, the main goal of this study was to explore the relational factors that influence relationship marketing – based strategy success. A model was developed using variables such as commitment, trust, cultural sensitivity, shared values and communication and their influence on performance were studied. It was argued that communication, shared values and cultural sensitivity are antecedents of commitment and trust and affect these two variables positively. Finally, the degree of the commitment and trust among trade partners was argued to affect performance positively. Ten hypotheses were proposed and all of the proposed hypotheses were analyzed and were supported by the different statistical analyses. The theoretical model developed in this study was assessed in the context of exporter and distributor.