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Evaluacija Skala Za Merenje Relacionih Normi U Kanalima Marketinga U Republici Srbiji (Evaluation Of Scales To Measure Relational Norms In Marketing Channels In The Republic Of Serbia)

Author

Listed:
  • Srđan Vajzović

Abstract

Osnovni cilj ovog istraživanja je provera pouzdanosti i validnosti srpskog prevoda već postojećih skala za merenje relacionih normi, a koje se ekstenzivno koriste u marketinškim istraživanjima objavljivanim u inostranoj literaturi. Takođe, testira se i teorijska pretpostavka o relacionizmu kao faktoru drugog reda. Istraživanje se vrši postupkom konfirmatorne faktorske analize, modeliranjem strukturnih jednačina, uz upotrebu kako metoda maksimalne verodostojnosti, tako i Bajesove ocene. Rezultati, na osnovu uzorka od 30 maloprodavaca, pokazali su da predložene skale za solidarnost, fleksibilnost i uzdržavanje od upotrebe moći imaju zadovoljavajuće karakteristike u procesu merenja relacionizma kao latentne varijable višeg reda, dok korišćeni indikatori za reciprocitet i integritet uloga ne predstavljaju pouzdana i validna merila u istraživanju kanala marketinga u Republici Srbiji.

Suggested Citation

  • Srđan Vajzović, 2016. "Evaluacija Skala Za Merenje Relacionih Normi U Kanalima Marketinga U Republici Srbiji (Evaluation Of Scales To Measure Relational Norms In Marketing Channels In The Republic Of Serbia)," Ekonomske ideje i praksa, Faculty of Economics and Business, University of Belgrade, issue 23, pages 49-63, December.
    • Handle: RePEc:beo:ekidpr:y:2016:i:23:p:49-63
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    More about this item

    Keywords

    relacione norme; skale; pouzdanost; validnost;
    All these keywords.

    JEL classification:

    • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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