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“KAMÇI ETKİSİNİN” MÜŞTERİ SADAKATİ ÜZERİNDEKİ ETKİLERİ: OTOMOTİV ENDÜSTRİSİNDE BİR ÖRNEK

THE IMPACTS OF THE BULLWHIP EFFECT ON CUSTOMER LOYALTY: AN EXAMPLE IN AUTOMOTIVE INDUSTRY

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Abstract (2. Language): 
Recently in business environment, the competition is not only between the individual firms but also the networks of the companies. Therefore, the supply chain of the firms has a critical role in the success and also it is very important for supply chains to be cost-effective, high quality and be able to response quickly. Supply chain is an umbrella term used for the activities a business undertakes in order to link their supply of goods with customer demand. And the bullwhip effect is the phenomenon of increasing demand variability in the supply chain from downstream echelons (retail) to upstream echelons (manufacturing). Loyalty means the positive trends of consumers towards a store or brand. And this consists after the result of the judgment or assessment from purchasing a particular product or service. The objective of this study is to analyze the impact of bullwhip effect on customer loyalty. Customer loyalty, supply chain and bullwhip effect in relation to each other contributes to the literature aimed.
Abstract (Original Language): 
Son zamanlarda iş ortamında rekabet yalnızca firmalar arasında değil, aynı zamanda şirket ağları arasında oluşmaktadır. Bu nedenle tedarik zinciri; düşük maliyetli ve yüksek kaliteli olmalı aynı zamanda hızlı bir şekilde tepki verebilmelidir. Tedarik zinciri; bir iş kolunun ürün tedarikini müşteri talebi ile irtibatlandırmak için yerine getirdiği faaliyetlerin tümünü ifade etmek için kullanılan şemsiye bir terimdir. Kamçı etkisi ise; talep değişkenliğinin tedarik zincirinin alt kademelerinden (perakende) üst kademelerine (üretim) doğru artması durumudur. Sadakat, bir mağaza ya da markaya karşı tüketicilerin olumlu eğilimler göstermesi anlamına gelir ve belirli bir ürün veya hizmetin satın alınması sonrası verilen hüküm veya yapılan değerlendirme ile oluşur. Bu çalışmanın amacı, müşteri sadakati üzerinde oluşan kamçı etkisini analiz etmektir. Müşteri sadakati, tedarik zinciri ve kamçı etkisinin birbirleri ile ilişkisi incelenerek literatüre katkıda bulunulması amaçlanmıştır.
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