The Effect of Supplier Company Reputation on the Perceived Value by the Industrial Customer: An Application in İzmir

Abstract

Purpose – The main purpose of the research is to determine the effects of the corporate reputation of the supplier companies, which providing the necessary inputs to the enterprises producing goods or services for the end consumers in the industrial markets, on the perceived value by the industrial customers. Design/methodology/approach – The questionnaire forms which were prepared in accordance with the aim of the research were applied to the customers of a medium sized enterprise operating in the industrial market in Izmir by random sampling method. Various statistical analyzes were used to determine the scales developed for the purposes of the research and to test the hypotheses. The surveys were analyzed with SPSS statistical package program and the results were evaluated. Findings – As a result, it is revealed that corporate reputation factors affect customer perceived value elements. This effect is mostly seen on perceived value based on trust and competence. This is followed by the perceived value of cooperation benefits, and the perceived value of monetary and operational sacrifices. Discussion – In the light of the results obtained, it was revealed that the corporate reputation of the supplier enterprises had an effect on the value perceived by the industrial customers. In this context, it can be argued that in order to improve the perceived value of customers, enterprises should also develop, manage and protect their corporate reputation effectively. The research is important in terms of providing clues about the importance of corporate reputation in terms of getting strong positions in the relationship of suppliers with industrial customers. In addition, further research and selection of a larger sample size may contribute to the literature in terms of healthier results. In addition, studies conducted in different sectors may provide different results, making it possible to make comparisons between sectors.