DENİZ TURİZMİNDE MÜŞTERİ KATILIMININ ÖNCÜLLERİ VE SONUÇLARI

Year 2020, Volume: 12 Issue: 1, 123 - 158, 21.08.2020

Elif Koç Durmuş Ali Deveci Cansu Yıldırım

https://doi.org/10.18613/deudfd.775111

Abstract

İşletmeler son zamanlarda hizmet üretim ve sunum süreçlerine müşterilerini dahil etmekte, onları değer yaratma faaliyetlerinin bir parçası ve işletmenin bir kaynağı olarak görmektedir. Bu noktada, hizmet araştırmalarında birçok çalışma müşteri katılım kavramı üzerinde yoğunlaşmıştır. Marinalar, deniz turizmi alanında faaliyet gösteren önemli hizmet işletmeleridir. Rekabetin hızla arttığı bu sektörde marina işletmeleri, müşterilerin düşünce, bilgi ve becerilerinden faydalanarak daha yüksek hizmet performansı sergileme çabasındadırlar. Bu çalışma, marina hizmetleri bağlamında müşteri katılımı ile ilgili gelecekte yapılacak çalışmalara yol göstermeyi amaçlamıştır. İlk önce mevcut literatür sistematik şekilde taranmış, mevcut yazında bahsedilen müşteri katılımının öncülleri ve sonuçları ortaya koyulmuştur. Daha sonra; literatür taraması bulguları ve uzman görüşleri göz önünde bulundurularak, marina endüstrisinde müşteri perspektifinden (yat sahibi veya yat kullanıcıları) müşteri katılımını ele alacak çalışmalar için kavramsal bir çerçeve sunulmuştur. Kavramsal çerçevede; müşteri katılımının öncülleri olarak incelenebilecek kavramlar “müşteri ile ilgili”,“işletme ile ilgili” ve “endüstri özelinde” olmak üzere üç grup altında toplanmıştır. Katılımın sonuçları ise, mevcut yazında hizmet süreçlerinin sonuçları olarak yer alan hususlarla benzerlik göstermektedir. Bu çalışma, deniz turizmi endüstrisinde müşterilerin rollerini, davranışlarını ve katılım eğilimlerini anlamak ve işletmelere pazarlama strarejileri belirleme hususunda yol gösterici olmak amacıyla yapılacak çalışmalar için öncü bir çalışmadır.

Keywords

Birlikte Değer Yaratma, Deniz Turizmi, Marina, Müşteri Katılımı

ANTECEDENTS AND CONSEQUENCES OF CUSTOMER PARTICIPATION IN MARINE TOURISM

Abstract

Companies have recently included their customers in service production and delivery processes and recognize them as part of value creation activities and a source of business. At this point, many studies in service research have focused on the concept of customer participation. Marinas are relevant to service businesses operating in the marine tourism industry. In this sector, where competition is rapidly increasing, marina enterprises strive to exhibit higher service performance by benefiting from customers' thoughts, knowledge and skills. This study aimed to guide future studies on customer participation in the context of marina services. First, extant literature was systematically reviewed, and the precursors and results of the customer participation mentioned in the current literature were revealed. Later, considering the literature review findings and expert opinions, a conceptual framework is presented for studies that will address customer participation from the customer perspective (yacht owner or yacht users) in the marina industry. In the theoretical framework, the concepts that can be examined as the antecedents of customer participation have been gathered under three groups: "customer-related", "company-related" and "industry-specific". The outcomes of the participation are similar to those in the current literature as the results of service processes.. This study is a pioneering study to understand the roles, behaviours and participation trends of customers in the marine tourism industry and to guide businesses in determining marketing strategies.

Keywords

Value Co-creation, Marine Tourism, Marina, Customer Participation

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