SOLMAZ, Seyit Ahmet Sakarya Üniversitesi - İşletme Fakültesi - Turizm İşletmeciliği Bölümü, Turkey , TÜRKAY, Oğuz Sakarya Üniversitesi - İşletme Fakültesi - Turizm İşletmeciliği Bölümü, Turkey

THE EFFECTS of MARKET ORIENTATION on SUPPLIER RELATIONSHIP: AN EMPRICIAL RESEARCH on HOTEL ENTERPRISES

39769

Market orientation is key factor to lead enterprises to gain more competitive force. Supplier relationship which is discussed within the context of supply chain management is also another implementation providing important outputs for enterprises. An empirical research on the relation between these two variables may create a discussion base to explain business performance. The purpose of the study is to determine the effect of market orientation on supplier relationship. Sample of the study contains 140 hotel enterprises operating in Turkey which are 3, 4, 5 star and S Class. Findings present that there is a positive relation between market orientation level of hotel enterprises and supplier relationship. Therewithal, it was seen that market orientation has strong effect on supplier relationships.

147

Market orientation , Supplier relationship , Supplier relationship management , Buyer , seller relationship , Hotels

The International Journal Of Economic and Social Research

162