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MÜŞTERİ SADAKATİNİ GÜÇLENDİRMEDE HİZMET İYİLEŞTİRME ÇABALARININ ROLÜ

Year 2009, Volume: 8 Issue: 31, 125 - 135, 10.01.2009
https://doi.org/10.14783/maruoneri.677432

Abstract

Müşteri sadakati, bir işletmenin başarısı açısından önemli bir faktör olarak kabul edilmektedir. Hizmet iyileştirme, hizmet başarısızlıklarını belirleyen, müşteri problemlerini etkin bir şekilde çözümleyen, bu problemlerin asıl nedenini sınıflandıran, hizmet sistemini değerlendirme ve iyileştirme konusunda diğer performans ölçümleriyle ilişkilendirilebilen veriler sağlayan bir süreçtir. Hizmet iyileştirme stratejilerinin etkinliği, başarısızlığın memnuniyete dönüştürülmesi açısından önemli bir konudur. Müşterilerinin istek ve beklentilerini üstün bir hizmet kalitesi ile karşılayan işletmeler müşteri memnuniyetini en yüksek düzeyde başarabileceklerdir. Ve böylelikle varlıklarını sürdürebilecek, pazar paylarını, kârlarını ve dolayısıyla pazarlama etkinliğini artırabileceklerdir. Müşteri memnuniyetini başarmanın sonucunda müşterilerin işletmeye olan güven ve bağlılıklarının artması, uzun dönemli hizmet etkinliğinin sağlanmasında etkili bir faktör olan firma ile müşteri arasındaki ilişkiyi daha düzenli kılar ve güçlendirir.

References

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  • [2] Aydın, S.; Özer, G. & Araşıl, Ö. (2005). Customer Loyalty And The Effect Of Switching Costs As A Moderator Variable. Marketing Intelligence & Planning. 23(1), 89- 103.
  • [3] Kandampully, J. & Suhartanto, D. (2000). Customer Loyalty in The Hotel Industry: The Role Of Customer Satisfaction And Image. International Journal of Contemporary Hospitality Management, 12(6), 346-351.
  • [4] Duffy, D.L. (2003). Commentary. Internal and extemal factors which affect customer loyalty. Journal of Consumer Marketing, 20(5), 480-485.
  • [5] Bowen, J.T. & Chen, S. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213-217.
  • [6] Foster, B.D. & Cadogan, J.W. (2000). Relationship selling and customer loyalty: empiricial investigation. Marketing Intelligence & Planning, 18(4), 185-199.
  • [7] Aydın, S. & Özer, G. (2005). The Analysis Of Antecedents Of Customer Loyalty in The Turkish Mobile Telecommunication Market. European Journal of Marketing, 39(7/8), 910-925.
  • [8] Mattila, A.S. & David, C. (2005). The Impact Of Choice On Fairness In The Context. Journal of Services Marketing, 19(5), 271-279.
  • [9] Yüksel, A.; Kılmç, U.K. & Yüksel, F. (2006). Cross- National Analysis Of Hotel Customers’ Attitudes Towards Complaining Behaviours. Tourism Management, 27(1), 11- 24.
  • [10] Lewis, B.R. & McCann, P. (2004). Service Failure And Recovery: Evidence From The Hotel Industry. International Journal of Contemporary Hospitality Management, 16(1), 1-17.
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  • [14] Grönroos, C. (2000). Service Management and Marketing, A Customer Relationship Management Approach, 2nd Ed. New York: John Wiley &sons,Ltd.
  • [15] Claycomb, C. & Martin, C.L. (2001). Building Customer Relationships: An Inventory Of Service Providers’objectives And Practices. Marketing Intelligence & Planning, 19(6), 385-399.
  • [16] Swanson, S.R. & Kelley, S.W. (2001). Service Recovery Attributions And Word-Of-Mouth Intentions. European Journal of Marketing, 35(1/2), 194-211.
  • [17] Wong, N.Y. (2004). The Role Of Culture in The Perception Of Service Recovery. Journal of Business Research, 57(9), 957-963.
  • [18] Lewis, B.R. & Spyrakopoulas, S. (2001). Service Failures And Recovery In Retail Banking: The Customers’ Perspective. International Journal of Bank Marketine;, 19(l),37-48.
  • [19] Zeithaml, V.A.; Berry, L.L. & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, April 60(2), 31-46. 20
  • [20] Ashill, N.J.; Carruthers, J. & Krisjanous, J. (2005). Antecedents And Outcomes Of Services Recovery Performance İn A Public Health-Care Environment. Journal of Services Marketing, 19(5), 293-308.
  • [21] Smith, A.K. & Bolton, R.N. (1999). A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery. Journal of Marketing Research, 36(3), 356-372.
  • [22] Snellman, K. & Vihtkari, T. (2003). Customer Complaining Behaviour in Technology-Based Service Encounters. International Journal of Service Industry Management, 14(2), 217-231.
  • [23] Berry, L.L. (1995). On Great Service. A Framework for Action. New York: The Free Press.
  • [24] Zeithaml, V.A. & Bitner, M.J. (2000). Service Marketing, Integrating Customer Focus Across the Firm. 2nd Ed. New York: Irwin McGraw-Hill.
  • [25] Kotler, P.; Armstrong, G; Jaunders, J. & Wong, V. (2002). Principles of Marketing. Third European Edition. New York: Prentice Hail.
  • [26] Karatepe, O.M. & Tekinkuş, M. (2001). İşletmelerin Sınır Birimlerinde Çalışan İşgörenlerin Hizmet İyileştirme Performanslarına İlişkin Algılamaları Üzerinde Etkili Olan Faktörler. 6. Ulusal Pazarlama Kongresi. Bölgesel Kalkınmada Pazarlama Bildiri Kitabı. Atatürk Üniversitesi İ.İ.B.F. Erzurum. (28 Haziran-1 Temmuz 2001), 9-37.
  • [27] Chen, W. (1998). Benchmarking Quality Goals in Service Systems. The Journal of Services Marketing, 12(2), 113- 128.
  • [28] Lehmann, D.R. & Winer, R.S. (1997). Product Management. New York: McGraw-Hill International Editions. Marketing & Advertising Series.
  • [29] Özkara, B. (1997). Hizmet İşletmeleri İçin Toplam Kalite Yönetim Modeli. Celal Bayar Üniversitesi İ.İ.B.F. Yönetim ve Ekonomi Dergisi, (3), 289-322
Year 2009, Volume: 8 Issue: 31, 125 - 135, 10.01.2009
https://doi.org/10.14783/maruoneri.677432

Abstract

References

  • [1] Sparks, B.A. & Kennedy, J.R.M. (2001). Justice Strategy Options For Increased Customer Satisfaction in A Services Recovery Setting. Journal of Business Research. 54(3), 209-218.
  • [2] Aydın, S.; Özer, G. & Araşıl, Ö. (2005). Customer Loyalty And The Effect Of Switching Costs As A Moderator Variable. Marketing Intelligence & Planning. 23(1), 89- 103.
  • [3] Kandampully, J. & Suhartanto, D. (2000). Customer Loyalty in The Hotel Industry: The Role Of Customer Satisfaction And Image. International Journal of Contemporary Hospitality Management, 12(6), 346-351.
  • [4] Duffy, D.L. (2003). Commentary. Internal and extemal factors which affect customer loyalty. Journal of Consumer Marketing, 20(5), 480-485.
  • [5] Bowen, J.T. & Chen, S. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213-217.
  • [6] Foster, B.D. & Cadogan, J.W. (2000). Relationship selling and customer loyalty: empiricial investigation. Marketing Intelligence & Planning, 18(4), 185-199.
  • [7] Aydın, S. & Özer, G. (2005). The Analysis Of Antecedents Of Customer Loyalty in The Turkish Mobile Telecommunication Market. European Journal of Marketing, 39(7/8), 910-925.
  • [8] Mattila, A.S. & David, C. (2005). The Impact Of Choice On Fairness In The Context. Journal of Services Marketing, 19(5), 271-279.
  • [9] Yüksel, A.; Kılmç, U.K. & Yüksel, F. (2006). Cross- National Analysis Of Hotel Customers’ Attitudes Towards Complaining Behaviours. Tourism Management, 27(1), 11- 24.
  • [10] Lewis, B.R. & McCann, P. (2004). Service Failure And Recovery: Evidence From The Hotel Industry. International Journal of Contemporary Hospitality Management, 16(1), 1-17.
  • [11] Lovelock, C.H. (1996). Service Marketing. Third Edition, New Jersey: Prentice Hail.
  • [12] Hoffman, K.D. & Bateson, J.E.G. (1997). Essentials of Services Marketing. 'New York: The Dryden Press. Harcourt Brace College Publishers.
  • [13] Pımar, î. (1994). Turizm İşletmelerinde ve Benzeri Hizmet Kuruluşlarında Verimlilik ve Kârlılık. Turizm Yıllığı, Türkiye Kalkınma Bankası.
  • [14] Grönroos, C. (2000). Service Management and Marketing, A Customer Relationship Management Approach, 2nd Ed. New York: John Wiley &sons,Ltd.
  • [15] Claycomb, C. & Martin, C.L. (2001). Building Customer Relationships: An Inventory Of Service Providers’objectives And Practices. Marketing Intelligence & Planning, 19(6), 385-399.
  • [16] Swanson, S.R. & Kelley, S.W. (2001). Service Recovery Attributions And Word-Of-Mouth Intentions. European Journal of Marketing, 35(1/2), 194-211.
  • [17] Wong, N.Y. (2004). The Role Of Culture in The Perception Of Service Recovery. Journal of Business Research, 57(9), 957-963.
  • [18] Lewis, B.R. & Spyrakopoulas, S. (2001). Service Failures And Recovery In Retail Banking: The Customers’ Perspective. International Journal of Bank Marketine;, 19(l),37-48.
  • [19] Zeithaml, V.A.; Berry, L.L. & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, April 60(2), 31-46. 20
  • [20] Ashill, N.J.; Carruthers, J. & Krisjanous, J. (2005). Antecedents And Outcomes Of Services Recovery Performance İn A Public Health-Care Environment. Journal of Services Marketing, 19(5), 293-308.
  • [21] Smith, A.K. & Bolton, R.N. (1999). A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery. Journal of Marketing Research, 36(3), 356-372.
  • [22] Snellman, K. & Vihtkari, T. (2003). Customer Complaining Behaviour in Technology-Based Service Encounters. International Journal of Service Industry Management, 14(2), 217-231.
  • [23] Berry, L.L. (1995). On Great Service. A Framework for Action. New York: The Free Press.
  • [24] Zeithaml, V.A. & Bitner, M.J. (2000). Service Marketing, Integrating Customer Focus Across the Firm. 2nd Ed. New York: Irwin McGraw-Hill.
  • [25] Kotler, P.; Armstrong, G; Jaunders, J. & Wong, V. (2002). Principles of Marketing. Third European Edition. New York: Prentice Hail.
  • [26] Karatepe, O.M. & Tekinkuş, M. (2001). İşletmelerin Sınır Birimlerinde Çalışan İşgörenlerin Hizmet İyileştirme Performanslarına İlişkin Algılamaları Üzerinde Etkili Olan Faktörler. 6. Ulusal Pazarlama Kongresi. Bölgesel Kalkınmada Pazarlama Bildiri Kitabı. Atatürk Üniversitesi İ.İ.B.F. Erzurum. (28 Haziran-1 Temmuz 2001), 9-37.
  • [27] Chen, W. (1998). Benchmarking Quality Goals in Service Systems. The Journal of Services Marketing, 12(2), 113- 128.
  • [28] Lehmann, D.R. & Winer, R.S. (1997). Product Management. New York: McGraw-Hill International Editions. Marketing & Advertising Series.
  • [29] Özkara, B. (1997). Hizmet İşletmeleri İçin Toplam Kalite Yönetim Modeli. Celal Bayar Üniversitesi İ.İ.B.F. Yönetim ve Ekonomi Dergisi, (3), 289-322
There are 29 citations in total.

Details

Primary Language Turkish
Journal Section Eski Sayılar
Authors

Fatma Yüksel Çakır This is me

Publication Date January 10, 2009
Published in Issue Year 2009 Volume: 8 Issue: 31

Cite

APA Yüksel Çakır, F. (2009). MÜŞTERİ SADAKATİNİ GÜÇLENDİRMEDE HİZMET İYİLEŞTİRME ÇABALARININ ROLÜ. Öneri Dergisi, 8(31), 125-135. https://doi.org/10.14783/maruoneri.677432

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Öneri

Marmara UniversityInstitute of Social Sciences

Göztepe Kampüsü Enstitüler Binası Kat:5 34722  Kadıköy/İstanbul

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