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Hizmet Sektorunde Iliski Pazarlamasi: Butik Oteller ve 5 Yildizli Oteller Uzerine Karsilastirmali Bir Arastirma

Author

Listed:
  • Basak Karakas

    (Yasar Universitesi Iktisadi ve Ýdari Bilimler Fakultesi, Turizm ve Otel Isletmeciligi Bolumu)

  • Bulent Bircan

    (Yasar Universitesi Fen-Edebiyat Fakultesi, Istatistik Bolumu)

  • Osman Gok

    (Yasar Universitesi Iktisadi ve Idari Bilimler Fakultesi, Isletme Bolumu)

Abstract

Hizmet sektorunde musteriyle kurulan uzun donemli, yakin ve bire-bir iliskiler musteri sadakati yaratma acisindan kilit oneme sahiptir. Iliski pazarlamasi, isletme ile musteri arasindaki iliskinin kurulmasi, surdurulmesi ve gelistirilmesi amacina odaklanan pazarlama yaklasimlarini icerir. Musteriyle uzun donemli iliskilerin olusturulmasi iliski pazarlamasi yaklasimlariyla mumkundur. Yapilan bu arastirmada musteri tatmini ve sadakati esas alinarak hazirlanan sorularla Alacati - Cesme bolgesindeki butik oteller ve 5 yildizli oteller arasindaki farkliliklar degerlendirilerek iliski pazarlamasi uygulamalari acisindan karsilastirilma yapilmistir.

Suggested Citation

  • Basak Karakas & Bulent Bircan & Osman Gok, 2007. "Hizmet Sektorunde Iliski Pazarlamasi: Butik Oteller ve 5 Yildizli Oteller Uzerine Karsilastirmali Bir Arastirma," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 7(1), pages 3-18.
    • Handle: RePEc:ege:journl:v:7:y:2007:i:1:p:3-18
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    More about this item

    Keywords

    Iliski Pazarlamasi; Musteri Tatmini; Musteri Sadakati; Konaklama Endustrisi;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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