THE EFFECT OF DYNAMIC CAPABILITIES ON THE MARKET AND CUSTOMER PERFORMANCE: A QUANTITATIVE RESEARCH IN THE SERVICE SECTOR

In today’s world, firms are in constant competition to serve more customers, and to achieve more market share than their competitors. The fact that firms have permanent advantages in the competition process requires more competence than their competitors. What is important is that firms can restructure their capabilities according to the dynamism of the market and become sensitive to market conditions. In this process, it is necessary for both firms and managers to be aware of their capabilities and to reach the source of achieving a sustainable competitive advantage. In this study; primarily, the distinction between the capabilities of organizations and whether they should be evaluated as dynamic or operational is presented by literature support. The aim of the study is to determine how view of dynamic capabilities contribute to market performance and customer performance. In addition, a quantitative research on logistics firms, which has a major role in the service sector, is revealed. The independent variable of the research is dynamic capabilities, dependent variable is customer and market performance. In the research model, the impact of the variables on the logistics sector is tried to be demonstrated by a quantitative study. In this study, survey method is used. The data is collected by applying a questionnaire to 122 managers working in the logistics sector in province of Istanbul in the Marmara region with random. Data is analyzed by using SPSS statistical package program. As a result of the analysis, it is determined that dynamic capabilities have a significant effect on customer and market performance