Cilt 10 Sayı 2 (2025): Turkish Journal of Marketing
Makaleler

Dijital dönüşüm yoluyla kalite yönetimi ve satış gücü etkinliğinin geliştirilmesi: Siemens AG örneği

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  • Bünyamin Daldıran,
  • Kübra Daldıran,
  • Kenan Güllü
Bünyamin Daldıran
Arş. Görv., Erciyes Üniversitesi, Kayseri, Türkiye
Kübra Daldıran
Arş. Görv., Ankara Yıldırım Beyazıt Üniversitesi, Ankara, Türkiye
Kenan Güllü
Prof. Dr., Erciyes Üniversitesi, Kayseri, Türkiye

Yayınlanmış 25.10.2025

Anahtar Kelimeler

  • Dijital Dönüşüm, Kalite Yönetimi, Satış Gücü Etkinliği, Yapay Zekâ, Üretim Yönetimi, Müşteri Memnuniyeti

Telif Hakkı (c) 2025 Bünyamin Daldıran- Kübra Daldıran- Kenan Güllü

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Nasıl Atıf Yapılır

Dijital dönüşüm yoluyla kalite yönetimi ve satış gücü etkinliğinin geliştirilmesi: Siemens AG örneği. (2025). Turkish Journal of Marketing, 10(2), 87-106. https://doi.org/10.30685/tujom.v10i2.218

Öz

Bu çalışma, Siemens AG’nin Endüstri 4.0 çerçevesindeki dijital dönüşüm stratejilerini ve bu stratejilerin kalite yönetimi ile satış gücü verimliliği üzerindeki etkilerini incelemektedir. Yapay zekâ, makine öğrenimi ve gerçek zamanlı veri analitiği gibi ileri teknolojilerin entegrasyonu sayesinde Siemens, hem üretim süreçlerinde hem de satış operasyonlarında esneklik ve yüksek performans sağlamaktadır.  Çalışmada karma yöntem yaklaşımı benimsenmiştir. 2021–2023 dönemine ait Siemens’in denetimden geçmiş kurumsal verileri üzerinde zaman serisi, korelasyon ve regresyon analizleri yapılmış; hata oranları, Net Tavsiye Skoru (NPS) ve satış performansı göstergeleri değerlendirilmiştir. Dijital yatırımlar, hata oranlarında %15’ten %10’a düşüş sağlarken NPS skoru 70’ten 80’e yükselmiştir. Aynı zamanda Siemens, ileri düzey veri analitiği, otomasyon ve CRM entegrasyonu sayesinde satış gücü etkinliğini artırmıştır. Regresyon analizine göre dijital yatırımlardaki %1’lik artış, kalite performansında %0.5’lik iyileşme ve satış süreçlerinde yüksek müşteri yanıt oranları ile sonuçlanmıştır. Dijital dönüşüm ve satış yönetimi genellikle ayrı incelenirken, bu çalışma her iki alanı entegre biçimde ele almaktadır. Siemens AG örneği, dijital teknolojilerin sadece kaliteyi değil aynı zamanda satış gücünü de etkin şekilde dönüştürerek rekabet avantajı sağladığını göstermektedir. Bu yönüyle çalışma, sektöre örnek teşkil eden bütüncül bir model ortaya koymaktadır.

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