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Hizmet Sektorunde Iliskisel Pazarlamanın Onemi: Teorik Bir Arastırma

Author

Listed:
  • Davut Karaman

    (Alanya Alaaddin Keykubat University)

Abstract

Hizmet sektorunde isletmeler emek yogun bir yapıda faaliyet gostermekte ve musterilerle birebir iletisim kurulmaktadır. Bu iletisim sureci müsteri memnuniyeti ve sadakati yaratma acısından onemli bir role sahiptir. İsletmeler muşterileriyle uzun dönemli iliskiler kurabilmek icin cesitli yollar aramaktadır. Bu noktada iliskisel pazarlama kavramı ortaya cıkmaktadır. Ozellikle hizmet isletmeleri acısından kilit noktada bulunan iliskisel pazarlama isletme ile musterileri arasında saglıklı bir iliski kurulması ve bunun surdurulebilirliginin saglanması uzerine odaklanmaktadır. Bu calısmada iliskisel pazarlama ve bilesenlerinin hizmet isletmeleri acısından onemine yönelik arastırmalar ele alınmıstır. Calısma sonucunda iliskisel pazarlamanın hizmet isletmeleri acısından mevcut muşterileri elde tutmaya yardımcı oldugu, isletme karlılıgını arttırdıgı, musteri memnuniyeti ve sadakati uzerinde de olumlu bir etkiye sahip oldugu sonucuna ulasılmıstır.

Suggested Citation

  • Davut Karaman, 2018. "Hizmet Sektorunde Iliskisel Pazarlamanın Onemi: Teorik Bir Arastırma," Bingol University Journal of Economics and Administrative Sciences, Bingol University, Faculty of Economics and Administrative Sciences, vol. 2(1), pages 23-40, August.
    • Handle: RePEc:bgo:journl:v:2:y:2018:i:1:p:23-40
    DOI: 10.13934/1999.393
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    More about this item

    Keywords

    Pazarlama; Iliskisel Pazarlama; Hizmet Sektoru; Musteri Sadakati; Sadık Musteri.;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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