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RELATIONSHIP MARKETING AND CUSTOMER LOYALTY SİİRT PROVINCE BANKING SECTOR EXAMPLE

Year 2018, Issue: 14, 488 - 505, 01.04.2018

Abstract

This study was conducted to examine the effect of the relationship marketing programs implemented by the public and private banks operating in the service industry in Siirt province center on customer loyalty. The questionnaire prepared on the basis of the relevant literature has been applied to 450 customers of public and private sector banks operating in Siirt. The impact of the dimensions of relationship marketing reliability, commitment, communication, and negotiation on customer loyalty was analyzed by t test and multiple regression technique. As a result of the study, relationship between relationship marketing activities and customer loyalty was found. However, it has been determined that some elements of relationship marketing have an impact on loyalty, some elements are not effective but it has been determined that customer loyalty will be enhanced by effective customer relationship management.

References

  • Akgün, A. vd. (2013). An emerging consumer experience: emotional branding. Social and Beha- vioral Sciences, 99/2013, 503-508.
  • Alrubaıee, A.N. (2010). Investigate the ımpact of relationship marketing orientation on custo- mer loyalty: the custo-mer's perspective. International Journal of Marketing Studies, 2/1,155-174.
  • Anderson, J.C. ve Narus, J.A. (1990). A model of distributor firm and working partnerships. Journal of Marketing, 54/1, 42-58.
  • Bakırtaş, H. (2015). İlişkisel pazarlama ve müsteri bağlılığı: bankacılık sektöründe bir inceleme. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 38.
  • Bojeı, J. vd. (2014). The underlying dimensions of relationship marketing in the malaysian mobi- le service sector. Journal of Relationship Marke-ting,13,169-190.
  • Cyr, D. vd. (2006). The role of social presence in establishing loyalty in e-service environments. ınteracting with computers, 3, www.elsevier.com/locate/intcom.
  • Dorsch, M.J. vd. (1998). The role of relationship quality in the stratification of vendors as percei- ved by customers. Journal of the Academy of Marketing Science, 26/2,128-142.
  • Evanschitzky, H. vd. (2006). The relative strength of affective commitment in securing loyalty in service relationships. Journal of Business Research, 59/2006, 1207-1213.
  • Fullerton, G.(2005). How commitment both enables and under-mines marketing relationships. european journal of marketing. 39/11-12,1372-1388.
  • Gegez, A. E. (2010). Pazarlama Araştırmaları. İstanbul: Beta Basım Yayım Dağıtım A.Ş.
  • Grıffın, S.J. vd.(2004). Effect on health-related outcomes of ınterventions to alterthe ınteraction between patients and practitioners: a systematic review of trials. Annals of Family Me- di-cine, 2/6, 595-608.
  • Grönroos, C. (1996). Relationship marketing: strategic and tactical ımplications. Management Decision,34/3, 5-14.
  • Gummesson, E. (1996). Relationship marketing and imaginary organizations: a synthesis. Euro- pean Journal of Marketing, 30/2, 31-44.
  • Güven, Ö.Z. (2007). İlişkisel pazarlama ekseninde otel işletmelerinde müşteri
  • bağlılığının öncel ve sonuçlarının belirlenmesine yönelik bir model geliştirilmesi. Doktora tezi, Dumlupınar Üniversitesi, Kütahya.
  • Hacıefendioğlu, Ş.(2005). İlişki pazarlaması ve turizm sektöründe bir saha araştırması. Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 9/1, 69-101.
  • Hansen, U. ve Thorsten, H.T. (2000). Relationship marketing: gaining competitive advantage through customer satisfaction and customer retention. SpringerVerlag Berlin Heidel- berg New York, 43.
  • Hartmann, P. ve Ibanez, V. (2006). Managing customer loyalty in liberalized residential energy markets: the ımpact of energy branding. energy policy. 2006, www.elsevier.com/locate.
  • Kim, K. vd. (2007). The impact of network service performance on customer satisfaction and loyalty: High-speed internet service case in Korea. Expert Systems with Applications, 32/2007, 822-831.
  • Kumar, V. ve Shah, D. (2004). Building and sustaining profitable customer loyalty for the 21st century. Journal of Retailing, 317-330.
  • Kurtuluş, K. (2004). Pazarlama araştırmaları. İstanbul: Literatür Yayıncılık.
  • Nakip, M. ve Özçifçi, V. (2015). Sağlık hizmetlerinde ilişki pazarlaması ve hasta memnuniyeti: aksaray aile sağlığı merkezlerinde uygulama. Erciyes Üniversitesi İktisadi ve İdari Bi- limler Fakültesi Dergisi.
  • Ndubisi, N. (2007). Relationship marketing and customer loyalty. Marketing Intelligence & Planning, 25/1, 98-106.
  • Oruji, M., Hassanzadeh, M. and Feızı, M. (2014). The ımpact of relationship marketing and new product features on customer’s perceptions and the ıntention of their acceptance in life and ınvestment ınsurance. Kuwait Chapter of Arabian Journal of Business and Mana- gement Review, 3/9, 406-420.
  • Özdemir, M. ve Koçak, A. (2012). İlişkisel pazarlama çerçevesinde marka sadakatinin oluşumu ve bir model önerisi. Ankara Üniversitesi SBF Dergisi, 128-129.
  • Parasuraman, A., Zeithaml, V.A. ve Berry L.L. (1991). Perceived service quality as a customer- based performance measure: an empirical examination of organizational barriers using an extended service quality model. Human Resource Management, 30/3.
  • Parasuraman, A., Zeithaml, V.A. ve Berry, L.L., (1994). Reassessment of expectations as a com- parison standard in measuring service quality: implications for future research. Journal of Marketing, 58 /1, 111-124.
  • Sanchez, J. vd. (2003). Perceived quality and satisfaction in multiservice organisations: the case of spanish public services. Journal of Services Marketing, 17/4, 422-423.
  • Schoenbachler, D.D. ve Geoffrey L. G. (2002). Trust and customer willingness to provide ınfor- mation in database-driven rela-tionship marketing. Journal of Interactive Marketing, 16/3, 2-16.
  • Svensson, G. (2001). Extending trust and mutual trustin business relationships towards a synch- ronised trust chain in marketing chan-nels. Management Decision, 39/6, 431-440.
  • SKİLLSYOUNEED.(2018). Negotiation. https://www.skillsyouneed.com/ips/negotiation.html/ sitesinden erişildi. (E.T:20.04.2018).
  • Tek, Ö.B. (1999). Pazarlama ilkeleri: Global yönetimsel yaklaşım Türkiye uygulamalar. İstanbul: Beta Basım Yayım Dağıtım. Türkiye Bankalar Birliği. (2018).
  • https://www.tbb.org.tr/Content/Upload/ Dokuman/7502/TBB_BN_Aralik_080218.pdf sitesinden erişildi. (E.T:21.04.2018)
  • Yürük, P. ve Kayapınar, Ö. (2016). İlişki pazarlaması bileşenleri ile imaj ve müşteri sadakati arasındaki ilişkilerin incelenmesine yönelik bir uygulama. Balkan and Near Eastern Jo- urnal of Social Sciences, 2/2,100-110.
  • Zeıthaml, V.A., Berry, L.L. ve Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60/2, 31-46.

İLİŞKİ PAZARLAMASI VE MÜŞTERİ SADAKATİ SİİRT İLİ BANKACILIK SEKTÖRÜ ÖRNEĞİ

Year 2018, Issue: 14, 488 - 505, 01.04.2018

Abstract

Bu çalışma, Siirt il merkezindeki hizmet endüstrisinde faaliyette bulunan kamu ve özel bankaların uygulamış oldukları ilişki pazarlaması programlarının müşteri sadakati üzerindeki etkisini incelemek amacıyla yapılmıştır. İlgili literatür temelinde hazırlanan anket formu, Siirt’te faaliyet gösteren kamu ve özel sektör bankalarının 450 müşterisine uygulanmıştır. İlişki pazarlamasının boyutlarının güvenilirlik, bağlılık, iletişim ve müzakere müşteri sadakati üzerindeki etkisi t testi ve çoklu regresyon tekniğiyle analiz edilmiştir. Yapılan çalışma sonucunda ilişki pazarlaması faaliyetleri ile müşteri bağlılığı arasında ilişki bulunmuştur. Bununla beraber ilişki pazarlamasının bazı unsurlarının sadakat üzerinde etkisinin olduğu bazı unsurları açısından ise etkinin olmadığını fakat etkili müşteri ilişkileri yönetimi ile müşteri bağlılığının artırılacağı belirlenmiştir.

References

  • Akgün, A. vd. (2013). An emerging consumer experience: emotional branding. Social and Beha- vioral Sciences, 99/2013, 503-508.
  • Alrubaıee, A.N. (2010). Investigate the ımpact of relationship marketing orientation on custo- mer loyalty: the custo-mer's perspective. International Journal of Marketing Studies, 2/1,155-174.
  • Anderson, J.C. ve Narus, J.A. (1990). A model of distributor firm and working partnerships. Journal of Marketing, 54/1, 42-58.
  • Bakırtaş, H. (2015). İlişkisel pazarlama ve müsteri bağlılığı: bankacılık sektöründe bir inceleme. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 38.
  • Bojeı, J. vd. (2014). The underlying dimensions of relationship marketing in the malaysian mobi- le service sector. Journal of Relationship Marke-ting,13,169-190.
  • Cyr, D. vd. (2006). The role of social presence in establishing loyalty in e-service environments. ınteracting with computers, 3, www.elsevier.com/locate/intcom.
  • Dorsch, M.J. vd. (1998). The role of relationship quality in the stratification of vendors as percei- ved by customers. Journal of the Academy of Marketing Science, 26/2,128-142.
  • Evanschitzky, H. vd. (2006). The relative strength of affective commitment in securing loyalty in service relationships. Journal of Business Research, 59/2006, 1207-1213.
  • Fullerton, G.(2005). How commitment both enables and under-mines marketing relationships. european journal of marketing. 39/11-12,1372-1388.
  • Gegez, A. E. (2010). Pazarlama Araştırmaları. İstanbul: Beta Basım Yayım Dağıtım A.Ş.
  • Grıffın, S.J. vd.(2004). Effect on health-related outcomes of ınterventions to alterthe ınteraction between patients and practitioners: a systematic review of trials. Annals of Family Me- di-cine, 2/6, 595-608.
  • Grönroos, C. (1996). Relationship marketing: strategic and tactical ımplications. Management Decision,34/3, 5-14.
  • Gummesson, E. (1996). Relationship marketing and imaginary organizations: a synthesis. Euro- pean Journal of Marketing, 30/2, 31-44.
  • Güven, Ö.Z. (2007). İlişkisel pazarlama ekseninde otel işletmelerinde müşteri
  • bağlılığının öncel ve sonuçlarının belirlenmesine yönelik bir model geliştirilmesi. Doktora tezi, Dumlupınar Üniversitesi, Kütahya.
  • Hacıefendioğlu, Ş.(2005). İlişki pazarlaması ve turizm sektöründe bir saha araştırması. Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 9/1, 69-101.
  • Hansen, U. ve Thorsten, H.T. (2000). Relationship marketing: gaining competitive advantage through customer satisfaction and customer retention. SpringerVerlag Berlin Heidel- berg New York, 43.
  • Hartmann, P. ve Ibanez, V. (2006). Managing customer loyalty in liberalized residential energy markets: the ımpact of energy branding. energy policy. 2006, www.elsevier.com/locate.
  • Kim, K. vd. (2007). The impact of network service performance on customer satisfaction and loyalty: High-speed internet service case in Korea. Expert Systems with Applications, 32/2007, 822-831.
  • Kumar, V. ve Shah, D. (2004). Building and sustaining profitable customer loyalty for the 21st century. Journal of Retailing, 317-330.
  • Kurtuluş, K. (2004). Pazarlama araştırmaları. İstanbul: Literatür Yayıncılık.
  • Nakip, M. ve Özçifçi, V. (2015). Sağlık hizmetlerinde ilişki pazarlaması ve hasta memnuniyeti: aksaray aile sağlığı merkezlerinde uygulama. Erciyes Üniversitesi İktisadi ve İdari Bi- limler Fakültesi Dergisi.
  • Ndubisi, N. (2007). Relationship marketing and customer loyalty. Marketing Intelligence & Planning, 25/1, 98-106.
  • Oruji, M., Hassanzadeh, M. and Feızı, M. (2014). The ımpact of relationship marketing and new product features on customer’s perceptions and the ıntention of their acceptance in life and ınvestment ınsurance. Kuwait Chapter of Arabian Journal of Business and Mana- gement Review, 3/9, 406-420.
  • Özdemir, M. ve Koçak, A. (2012). İlişkisel pazarlama çerçevesinde marka sadakatinin oluşumu ve bir model önerisi. Ankara Üniversitesi SBF Dergisi, 128-129.
  • Parasuraman, A., Zeithaml, V.A. ve Berry L.L. (1991). Perceived service quality as a customer- based performance measure: an empirical examination of organizational barriers using an extended service quality model. Human Resource Management, 30/3.
  • Parasuraman, A., Zeithaml, V.A. ve Berry, L.L., (1994). Reassessment of expectations as a com- parison standard in measuring service quality: implications for future research. Journal of Marketing, 58 /1, 111-124.
  • Sanchez, J. vd. (2003). Perceived quality and satisfaction in multiservice organisations: the case of spanish public services. Journal of Services Marketing, 17/4, 422-423.
  • Schoenbachler, D.D. ve Geoffrey L. G. (2002). Trust and customer willingness to provide ınfor- mation in database-driven rela-tionship marketing. Journal of Interactive Marketing, 16/3, 2-16.
  • Svensson, G. (2001). Extending trust and mutual trustin business relationships towards a synch- ronised trust chain in marketing chan-nels. Management Decision, 39/6, 431-440.
  • SKİLLSYOUNEED.(2018). Negotiation. https://www.skillsyouneed.com/ips/negotiation.html/ sitesinden erişildi. (E.T:20.04.2018).
  • Tek, Ö.B. (1999). Pazarlama ilkeleri: Global yönetimsel yaklaşım Türkiye uygulamalar. İstanbul: Beta Basım Yayım Dağıtım. Türkiye Bankalar Birliği. (2018).
  • https://www.tbb.org.tr/Content/Upload/ Dokuman/7502/TBB_BN_Aralik_080218.pdf sitesinden erişildi. (E.T:21.04.2018)
  • Yürük, P. ve Kayapınar, Ö. (2016). İlişki pazarlaması bileşenleri ile imaj ve müşteri sadakati arasındaki ilişkilerin incelenmesine yönelik bir uygulama. Balkan and Near Eastern Jo- urnal of Social Sciences, 2/2,100-110.
  • Zeıthaml, V.A., Berry, L.L. ve Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60/2, 31-46.
There are 35 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Oğuzhan Çam This is me

Publication Date April 1, 2018
Published in Issue Year 2018 Issue: 14

Cite

APA Çam, O. (2018). İLİŞKİ PAZARLAMASI VE MÜŞTERİ SADAKATİ SİİRT İLİ BANKACILIK SEKTÖRÜ ÖRNEĞİ. Kesit Akademi Dergisi(14), 488-505.