Yazılım firmalarının uyguladığı fiyatlandırma stratejilerinin kurumsal müşterilerin tercihleri üzerindeki etkisinin belirlenmesine yönelik bir araştırma
Küçük Resim Yok
Tarih
2025
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Düzce Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Yazılım firmalarının uyguladığı fiyatlandırma stratejileri ve marka algısının, kurumsal müşterilerin satın alma davranışları üzerindeki etkileri çok boyutlu olarak incelenmesi hedeflenmiştir. Çalışmanın temel amacı, hizmet kalitesi, güven, prestij, fiyat-kalite dengesi ve işlevsellik gibi faktörlerin müşterilerin sadakat niyeti ve satın almama eğilimleri üzerindeki etkisini analiz etmektir. Araştırmanın anakütlesini, Türkiye genelinde yazılım hizmeti alan kayıtlı işletmeler oluşturmaktadır. TÜİK ve TOBB verilerine göre, yazılım hizmeti alan KOBİ ve büyük ölçekli firmaların toplam sayısı yaklaşık 87.000 olarak tahmin edilmektedir. Bu doğrultuda, araştırmada %95 güven düzeyinde en az 580 firma örneklem büyüklüğü yeterli görülmüştür. Örneklem, tabakalı örnekleme yöntemi ile oluşturulmuştur. Türkiye'nin yedi coğrafi bölgesini temsilen her bölgeden iki şehir seçilmiş; bölgesel temsiliyeti sağlamak amacıyla, illerin ekonomik büyüklüğü ve sektördeki firma yoğunlukları dikkate alınmıştır. Düzce'nin pilot il olarak dahil edilmesiyle birlikte toplamda 15 şehirden (İstanbul, Bursa, Kocaeli, Ankara, Konya, İzmir, Düzce, Samsun, Trabzon, Antalya, Kahramanmaraş, Gaziantep, Şanlıurfa, Van ve Elazığ) veri toplanmıştır. Örnekleme dahil edilecek firmalar, ilgili Ticaret ve Sanayi Odaları üzerinden temin edilen kayıtlı işletme listeleri baz alınarak rastgele seçilmiş, anket formu yalnızca gönüllü ve cevaplamaya istekli işletmelere uygulanmıştır. Bu süreç sonucunda toplam 600 geçerli anket elde edilmiştir. Araştırmada üç farklı yapısal modele dayalı aracılık analizleri gerçekleştirilmiş ve bazı değişkenlerin bağımlı değişkenler üzerindeki etkilerinde dolaylı yollarla da etkili olduğu saptanmıştır. Elde edilen bulgular, yazılım firmalarının müşteri ilişkilerini yalnızca hizmet kalitesi temelinde değil, bütüncül bir marka deneyimi çerçevesinde ele alması gerektiğini ortaya koymaktadır.
It is aimed to examine the effects of pricing strategies and brand perception implemented by software companies on corporate customers' purchasing behaviors in a multidimensional manner. The main purpose of the study is to analyze the effects of factors such as service quality, trust, prestige, price-quality balance, and functionality on customers' loyalty intentions and tendencies not to purchase. The research population consists of registered enterprises that receive software services across Turkey. According to data from TÜİK (Turkish Statistical Institute) and TOBB (Union of Chambers and Commodity Exchanges of Turkey), the total number of SMEs and large-scale companies that use software services is estimated to be approximately 87,000. Accordingly, at a 95% confidence level, a sample size of at least 580 firms was considered sufficient for the study. The sample was created using the stratified sampling method. To represent Turkey's seven geographical regions, two cities were selected from each region; in doing so, the economic size of the provinces and the density of companies in the sector were taken into account to ensure regional representation. With the inclusion of Düzce as a pilot province, data were collected from a total of 15 cities (Istanbul, Bursa, Kocaeli, Ankara, Konya, İzmir, Düzce, Samsun, Trabzon, Antalya, Kahramanmaraş, Gaziantep, Şanlıurfa, Van, and Elazığ). The number of companies reached in each city was determined in proportion to the number of enterprises receiving software services in the respective region. The firms included in the sample were randomly selected from the lists of registered enterprises obtained through local Chambers of Commerce and Industry, and the survey was administered only to voluntary and willing participants. As a result of this process, a total of 600 valid questionnaires were collected. Three different structural models were used to conduct mediation analyses, and it was found that some variables had indirect effects on the dependent variables. The findings reveal that software companies should manage their customer relations not only on the basis of service quality but also within the framework of a holistic brand experience.
It is aimed to examine the effects of pricing strategies and brand perception implemented by software companies on corporate customers' purchasing behaviors in a multidimensional manner. The main purpose of the study is to analyze the effects of factors such as service quality, trust, prestige, price-quality balance, and functionality on customers' loyalty intentions and tendencies not to purchase. The research population consists of registered enterprises that receive software services across Turkey. According to data from TÜİK (Turkish Statistical Institute) and TOBB (Union of Chambers and Commodity Exchanges of Turkey), the total number of SMEs and large-scale companies that use software services is estimated to be approximately 87,000. Accordingly, at a 95% confidence level, a sample size of at least 580 firms was considered sufficient for the study. The sample was created using the stratified sampling method. To represent Turkey's seven geographical regions, two cities were selected from each region; in doing so, the economic size of the provinces and the density of companies in the sector were taken into account to ensure regional representation. With the inclusion of Düzce as a pilot province, data were collected from a total of 15 cities (Istanbul, Bursa, Kocaeli, Ankara, Konya, İzmir, Düzce, Samsun, Trabzon, Antalya, Kahramanmaraş, Gaziantep, Şanlıurfa, Van, and Elazığ). The number of companies reached in each city was determined in proportion to the number of enterprises receiving software services in the respective region. The firms included in the sample were randomly selected from the lists of registered enterprises obtained through local Chambers of Commerce and Industry, and the survey was administered only to voluntary and willing participants. As a result of this process, a total of 600 valid questionnaires were collected. Three different structural models were used to conduct mediation analyses, and it was found that some variables had indirect effects on the dependent variables. The findings reveal that software companies should manage their customer relations not only on the basis of service quality but also within the framework of a holistic brand experience.
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Künye
Tekin, F. (2025). Yazılım Firmalarının Uyguladığı Fiyatlandırma Stratejilerinin Kurumsal Müşterilerin Tercihleri Üzerindeki Etkisinin Belirlenmesine Yönelik Bir Araştırma (Tez No. 981343) [Yüksek Lisans Tezi, Düzce Üniversitesi].
