The Relationship Between Customer Expactations & Satisfaction and Strategic Planning

Modern marketing approach depends on that firms meet the expectations of the customers and satisfy them. In this direction, in the firms customer focused strategies are determined. To meeting the expectations of the customers and providing customer satisfaction, these determined strategies play an important role. Within this scope strategic planning objectives and strategic plans also gain importance in the firms. Influential strategies appear in the businesses which think strategic, and strategy is internalized, that is to say in the businesses that given high importance to the strategies. In this way becomes a direction giving at meeting the expectations of the customers, favorably as passing that aim, and at providing customer satisfaction. Thus, within the thermal tourism establishments by practicing strategic management the strategic planning objectives have importance too. Turkey is a country rich as its thermal springs, it's known. But when compared with the countries which leading thermal tourism in the world, it's seen that Turkey cannot sufficient amount put to good use its potential in this field. Also competition abilities of our thermal tourism establishments are weak against their competitors from the world. So, in the first place requires to increase the competitiveness of our local establishments which activated in this field. That can come true by a success at strategic planning and by meeting the expectations of the customers and satisfying them in the establishments. Key Words: Marketing, Customer, Expectations, Strategy, Satisfaction