Özet:

Purpose - The winning companies evaluate the supply service offerings for their spare parts needs in different ways. The issues they consider in the evaluation and decision-making phase may also be different. This situation leads to the loss of customer/income of spare parts suppliers who have trouble determining customer criteria priorities. The purpose of this study is to determine the criteria that the winning companies give priority when purchasing spare parts supply services and, in accordance with these findings, to the supplier company, to present recommendations on the best sales strategies they can implement. Method - In this study, first and foremost, the sales data and customer portfolio of a Turkish company serving in the supply sector were examined. A list of target companies is created based on the total number of offers and orders, the total number of offers and orders, the offer/order rates. With regard to the supply of spare parts, the opinion of the industry experts has been applied and the literary scan has been conducted to determine the criteria that are considering at the decision-making stage. Thirty question survey forms have been prepared to assess the importance relationships between the criteria established. The forms were sent to the five spare parts supplier, the eight wheels in the target business list and the nine port operations. The answers to the surveys were evaluated by the DEMATEL method and according to the outcome, criteria of importance rankings for were created. The criteria priorities of the enterprises are then compared using the polar display. Results - The analysis found that the most important criterion, according to the expert opinion, was "price" and, according to the, "credibility". In addition, it has been found that the criterion priorities of the wing and port enterprises as sub-sectors are in general in line with the criterion priorities of the wing sector but the criterion it gives the most priority for many enterprises is different from the other. Debate - The research has shown that each business, regardless of the sub-sector to which it is affiliated, may have different criteria priorities. Therefore, in order to determine the best sales strategy for each business, the supplier must examine the separately according to their criteria priorities. Furthermore, due to the dynamic structure of the wire industry, the supplier must repeat such analyses regularly in order to ensure constant customer satisfaction.

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