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THE MEDIATING ROLE OF ONLINE OUTSOURCING IN THE IMPACT OF COST LEADERSHIP AND DIFFERENTIAL STRATEGIES ON CUSTOMER POWER

Year 2025, Issue: 69, 65 - 84, 18.07.2025

Bekir Akyürek , Feyzullah Eroğlu

https://doi.org/10.30794/pausbed.1541705

Abstract

The aim of this study is to analyze the effects of businesses in the food and beverage sector on the competition strategies and customer power of online outdoor use in the digital transformation process. The study develops a new perspective on the literature by developing an original theoretical model that integrates these variables. The data obtained from 203 enterprises using the Yemeksepeti.com platform in Denizli province were analyzed by quantitative methods. Unlike the strategic management literature, which usually investigates the effects of the environment and competitive elements on competition strategies, it centers the impact of businesses on the elements of competition from a proactive perspective. Findings show that businesses using online outsourcing should focus on differentiation strategies for the competitive advantage, and enterprises that adopt the cost leadership strategy face stronger customer bargaining power.

Keywords

Cost leadership Differentiation Customer Outsourcing

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MALİYET LİDERLİĞİ VE FARKLILAŞTIRMA STRATEJİLERİNİN MÜŞTERİLERİN GÜCÜ ÜZERİNDEKİ ETKİSİNDE ÇEVRİMİÇİ DIŞ KAYNAK KULLANIMININ ARACI ROLÜ

Year 2025, Issue: 69, 65 - 84, 18.07.2025

Bekir Akyürek , Feyzullah Eroğlu

https://doi.org/10.30794/pausbed.1541705

Abstract

Bu çalışmanın amacı, yeme-içme sektöründeki işletmelerin dijital dönüşüm sürecinde çevrimiçi dış kaynak kullanımının rekabet stratejileri ve müşteri gücü üzerindeki etkilerini analiz etmektir. Çalışma, bu bağlamda değişkenleri bütünleştirici özgün bir teorik model geliştirerek literatüre yeni bir perspektif kazandırmaktadır. Denizli ilindeki yemeksepeti.com platformunu kullanan 203 işletmeden elde edilen veriler, nicel yöntemlerle analiz edilmiştir. Genellikle çevrenin ve rekabet unsurlarının rekabet stratejilerine etkilerini araştıran stratejik yönetim literatürünün aksine, proaktif bir bakış açısıyla işletmelerin rekabet unsurları üzerindeki etkisini merkeze almaktadır. Bulgular, çevrimiçi dış kaynak kullanan işletmelerin rekabet avantajı için farklılaştırma stratejileri kararlarına ağırlık vermeleri gerektiği ve maliyet liderliği stratejisini benimseyen işletmelerin ise daha güçlü müşteri pazarlık gücüyle karşılaştığını göstermektedir.

Keywords

Maliyet Liderliği Farklılaştırma Müşterinin Gücü Dış Kaynak Kullanımı

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There are 179 citations in total.

Details

Primary Language Turkish
Subjects Strategy
Journal Section Research Article
Authors

Bekir Akyürek 0000-0003-0502-5218

Feyzullah Eroğlu 0000-0001-7462-8851

Early Pub Date July 7, 2025
Publication Date July 18, 2025
Submission Date September 1, 2024
Acceptance Date March 15, 2025
Published in Issue Year 2025 Issue: 69

Cite

APA Akyürek, B., & Eroğlu, F. (2025). MALİYET LİDERLİĞİ VE FARKLILAŞTIRMA STRATEJİLERİNİN MÜŞTERİLERİN GÜCÜ ÜZERİNDEKİ ETKİSİNDE ÇEVRİMİÇİ DIŞ KAYNAK KULLANIMININ ARACI ROLÜ. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(69), 65-84. https://doi.org/10.30794/pausbed.1541705
AMA Akyürek B, Eroğlu F. MALİYET LİDERLİĞİ VE FARKLILAŞTIRMA STRATEJİLERİNİN MÜŞTERİLERİN GÜCÜ ÜZERİNDEKİ ETKİSİNDE ÇEVRİMİÇİ DIŞ KAYNAK KULLANIMININ ARACI ROLÜ. PAUSBED. July 2025;(69):65-84. doi:10.30794/pausbed.1541705
Chicago Akyürek, Bekir, and Feyzullah Eroğlu. “MALİYET LİDERLİĞİ VE FARKLILAŞTIRMA STRATEJİLERİNİN MÜŞTERİLERİN GÜCÜ ÜZERİNDEKİ ETKİSİNDE ÇEVRİMİÇİ DIŞ KAYNAK KULLANIMININ ARACI ROLÜ”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 69 (July 2025): 65-84. https://doi.org/10.30794/pausbed.1541705.
EndNote Akyürek B, Eroğlu F (July 1, 2025) MALİYET LİDERLİĞİ VE FARKLILAŞTIRMA STRATEJİLERİNİN MÜŞTERİLERİN GÜCÜ ÜZERİNDEKİ ETKİSİNDE ÇEVRİMİÇİ DIŞ KAYNAK KULLANIMININ ARACI ROLÜ. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 69 65–84.
IEEE B. Akyürek and F. Eroğlu, “MALİYET LİDERLİĞİ VE FARKLILAŞTIRMA STRATEJİLERİNİN MÜŞTERİLERİN GÜCÜ ÜZERİNDEKİ ETKİSİNDE ÇEVRİMİÇİ DIŞ KAYNAK KULLANIMININ ARACI ROLÜ”, PAUSBED, no. 69, pp. 65–84, July 2025, doi: 10.30794/pausbed.1541705.
ISNAD Akyürek, Bekir - Eroğlu, Feyzullah. “MALİYET LİDERLİĞİ VE FARKLILAŞTIRMA STRATEJİLERİNİN MÜŞTERİLERİN GÜCÜ ÜZERİNDEKİ ETKİSİNDE ÇEVRİMİÇİ DIŞ KAYNAK KULLANIMININ ARACI ROLÜ”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 69 (July 2025), 65-84. https://doi.org/10.30794/pausbed.1541705.
JAMA Akyürek B, Eroğlu F. MALİYET LİDERLİĞİ VE FARKLILAŞTIRMA STRATEJİLERİNİN MÜŞTERİLERİN GÜCÜ ÜZERİNDEKİ ETKİSİNDE ÇEVRİMİÇİ DIŞ KAYNAK KULLANIMININ ARACI ROLÜ. PAUSBED. 2025;:65–84.
MLA Akyürek, Bekir and Feyzullah Eroğlu. “MALİYET LİDERLİĞİ VE FARKLILAŞTIRMA STRATEJİLERİNİN MÜŞTERİLERİN GÜCÜ ÜZERİNDEKİ ETKİSİNDE ÇEVRİMİÇİ DIŞ KAYNAK KULLANIMININ ARACI ROLÜ”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 69, 2025, pp. 65-84, doi:10.30794/pausbed.1541705.
Vancouver Akyürek B, Eroğlu F. MALİYET LİDERLİĞİ VE FARKLILAŞTIRMA STRATEJİLERİNİN MÜŞTERİLERİN GÜCÜ ÜZERİNDEKİ ETKİSİNDE ÇEVRİMİÇİ DIŞ KAYNAK KULLANIMININ ARACI ROLÜ. PAUSBED. 2025(69):65-84.
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