Impact of the supplier company's corporate reputation on the perceived value of the industrial customer: A research in İzmir city

In industrial markets where there exists business-to-business relationships, suppliers who provide necessary inputs to the customer company that produces goods or services for the final consumer, have crucial importance in the value creation process for the final consumer. However, buyer and supplier companies do not work together just because of the value of the goods and services that they are exchanging. Besides the place of the supplier, his experience, other customers, innovation capacity, his reputation also prevails him over other suppliers. Reputation which means to be respected, to be valued and trusted, makes buyer company to attribute value to the relationship and may cause them to continue their relationship or not. This value arises due to the difference between the benefits and sacrifices as a result of this relationship, which is the perceived value. This study aims to determine the effects of corporate reputation on the value perceptions of industrial buyers. In order to determine the research scale and to test the hypotheses postulated in relation with the research objectives frequency tables, factor analyisis, F-test, variance analysis, correlation test and regression analysis are used.