Müşteri Yönelimlilik ve Satış İşi Kapsamında Seyahat Acentası Temsilcilerinin İlişkisel İşi Üzerine Bir Araştırma

Year 2019, , 107 - 119, 18.10.2019

Alper Aslan , Saim Aslan Umut Avcı

https://doi.org/10.18394/iid.521716

Abstract

Günümüzde hizmet işi gittikçe hem
müşteri yönelimli olma hem de satışları arttırma çabalarını daha fazla
içermektedir. Araştırmacılar, kapitalist örgütlerin ana amacının müşterileri
memnun etmektense para kazanmak olmasından dolayı, müşteri yönelimlilik ve
satış işinin çelişebileceğini belirtirler. Bu nedenle kapitalist örgütler çalışanlarından
müşteri yönelimlilik ve satış işini bağdaştırmalarını talep etmektedirler.
Ancak bu bağdaştırmanın yerleşik etkileşimlerle nasıl başarıldığı konusunda az
şey bilinmektedir. Bu çalışma, seyahat acentası (tur operatörü) temsilcilerinin
müşteri yönelimlilik ve satış işini nasıl bağdaştırdığını açıklamak için
“ilişkisel iş” kavramını kullanmıştır. Bu kapsamda bu çalışma nitel verilere
dayanarak, Türk seyahat acentalarının otellerdeki temsilcilerinin işlerini incelemiştir.
Bu çalışma, müşteri yönelimlilik ve satış işinin nasıl örtüştüğünü ve bu
örtüşmenin ilişkisel iş kapsamında nasıl icra edildiğini ortaya koymuştur.

Keywords

Müşteri Yönelimlilik, Ilişkisel Iş, Satış Işi, Tur Operatörü, Seyahat Acentası Temsilcileri

An Investigation on the Relational Work of Tour Representatives within Customer Orientation and Sales Work

Abstract

In the contemporary world, service work encompasses more efforts to be
customer-oriented and to boost sales. Scholars note that customer orientation
and sales work may be contradictory, as the primary aim of capitalist
organizations is to earn money rather than please customers. Thus, capitalist
organizations demand workers to harmonize customer orientation and sales work.
However, we know little about how this is achieved within situated
interactions. This study uses the concept of “relational work” to explain how
tour representatives (tour reps) harmonize customer orientation and sales work.
Based on qualitative data, this study addresses the work of Turkish tour reps
for Turkish tour operators. This study reveals how customer orientation and sales
work overlap, and how this overlap is enacted within relational work.

Keywords

Customer Orientation, Relational Work, Sales Work, Tour Operator, Tour Representatives

References

• Abiala, K. (1999). Customer orientation and sales situations: variations in interactive service work. Acta Sociologica, 42(3), 207-222.
• Alacovska, A. (2018). Informal creative labour practices: A relational work perspective. Human Relations, 71(12), 1563-1589.
• Alvesson, M. (2003). Beyond neopositivists, romantics, and localists: A reflexive approach to interviews in organizational research. Academy of Management Review, 28(1), 13-33.
• Andrews, H. (2000). Consuming hospitality on holiday. In C. Lashley & A. Morrison (Eds.), In search of hospitality: theoretical perspectives and debates (pp. 235-254). Oxford, Butterworth-Heinemann.
• Araujo, L., Kjellberg, H., & Spencer, R. (2008). Market practices and forms. Marketing Theory. 8(1), 5-14.
• Bandelj, N. (2012). Relational work and economic sociology. Politics and Society, 40(2), 175-201.
• Callon, M., Méadel, C., & Rabeharisoa, V. (2002). The economy of qualities. Economy and Society, 32(2), 194-217.
• Cederholm, E. A. & Akerström, M. (2016). With a little help from my friends: Relational work in leisure-related enterprising. The Sociological Review, 64, 748-765.
• Charmaz, K. (2000). Grounded theory. In, N. K. Denzin & Y. S. Lincoln (Eds.), Handbook of Qualitative Research (pp. 509-535). California, Sage.
• Charmaz, K. (2008). Grounded theory as an emergent method. In, S. N. Hesse-Biber, & P. Leavy (Eds.), Handbook of Emergent Method (pp. 155-170). New York, The Guilford Press.
• Darr, A. (2011). Sales work and the situated constitution of legitimate economic exchange. Work, Employment and Society, 25(3), 506-521.
• Darr, A. & Pinch, T. (2013). Performing sales: material scripts and the social organization of obligation. Organization Studies, 34(11), 1601-1621.
• Guerrier, Y. & Adib, A. (2003). Work at leisure and leisure at work: a study of the emotional labour of tour reps. Human Relations, 56(11), 1399-1417.
• Guerrier, Y. & Adib, A. (2004). Gendered identities in the work of overseas tour reps. Gender, Work and Organization, 11(3), 334-350.
• Kandampully, J. (2006). The new customer-centred business models for the hospitality industry. International Journal of Contemporary Hospitality Management, 18(3), 173-187.
• Korczynski, M. (2002). Human resource management in service work. New York: Palgrave.
• Korczynski, M. (2005). The point of selling: capitalism, consumption and contradictions. Organization, 12(1), 69-88.
• Korczynski, M. & Ott, U. (2005). Sales work under marketization: The social relations of the cash nexus. Organization Studies, 26(5), 707-728.
• Korczynski, M., Shire, K., Frenkel, S., & Tam, M. (2000). Service work in consumer capitalism: customers, control and contradictions. Work, Employment and Society, 14(4), 669-687.
• Kvale, S. (1996). InterViews: An Introduction to Qualitative Research Interviewing. London: Sage Publications.
• Mears, A. (2015). Working for free in the VIP: Relational work and the production of consent. American Sociological Review, 80(6), 1099-1122.
• Nicolini, D. (2012). Practice theory, work, and organization. Oxford: Oxford University Press.
• Pratt, M. G. (2008). Fitting oval pegs into round holes: Tensions in evaluating and publishing qualitative research in top-tier North American journals. Organizational Research Methods, 11(3), 481-509.
• Schatzki, T. R. (2001). Practice theory. In, T. R. Schatzki, K. K. Cetina & E. Von Savigny (Eds.), The Practice turn in contemporary theory (pp. 10-23). London: Routledge.
• Schatzki, T. R. (2010). The timespace of human activity. Lanham: Lexington Books.
• Smith, D. E. (2002). Institutional Ethnography. In, T. May (Ed.), Qualitative Research in Action (pp. 17–52). London: Sage.
• Vargo, S. L. & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17.
• Vargo, S. L. & Lusch, R. F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1-10.
• Wiid, R., Grant, P. S., Mills, A. J., & Pitt, L. F. (2016). No joke: Understanding public sentiment toward selling and salespeople through cartoon analysis. Marketing Theory, 16(2), 171-193.
• Zelizer, V. A. (2012). How I became a relational economic sociologist and what does that mean? Politics and Society, 40(2), 145-174.