THE EFFECT OF SOCIAL CAPITAL AND RELATIONSHIP MARKETING ON SALES PERFORMANCE: A QUALITATIVE RESEARCH ON YACHTING BUSINESS

Yıl 2017, Cilt: 9 Sayı: 2, 186 - 211, 01.12.2017

Ali Ender Altunoğlu , Derya Atlay Işık , Ramazan Erbilgin

https://doi.org/10.18613/deudfd.354392

Cited By: 2

Öz

In
this study, it is aimed to investigate the ability of yacht brokers operating
in yacht business concerning the levels of social capital formation and the
effectiveness of relationship marketing practices and the interaction effects
of these two concepts on sales performance in general. For this purpose, from
resource based view, the effects of social capital and relational marketing
methods on the sales performance of yacht enterprises, which will provide
competitive advantage to businesses, reduce their costs, increase profit rates,
develop new customers or develop long lasting and stronger relationships with
existing customers, has been investigated in this exploratory research. In this article, firstly the concepts of social
capital and relational marketing and its components have been explained through
literature review. Semi-structured interviews were conducted via 14-person
yacht brokers by using the developed data collection tool. Findings from the
data analyzed by the Nvivo7 program show that yacht brokers provide positive
benefits from strong and active social networks, due to the knowledge and trust
they have gained as a marketing specialist. Furthermore,
it can be said that maintaining confidence in the framework of trust and
establishing long-term strong relationships positively affect the performance
of yacht brokers.

Anahtar Kelimeler

Resource Based View (RBV), Social Capital, Relationship Marketing, Sales Performance, Yacht Brokerage

SOSYAL SERMAYE VE İLİŞKİSEL PAZARLAMANIN SATIŞ PERFORMANSINA ETKİSİ: YAT İŞLETMECİLİĞİNE YÖNELİK NİTEL BİR ARAŞTIRMA

Öz

Bu çalışmada, yat işletmeleri
kapsamında faaliyet gösteren yat brokerlerinin, sosyal sermayeyi oluşturma
düzeyleri ile ilişkisel pazarlama uygulamalarını etkin kullanma becerileri ve
bu iki kavramın etkileşiminin genel olarak satış performanslarına etkilerinin
araştırılması amaçlanmaktadır. Bu amaç
doğrultusunda kaynak tabanlı bakış açısıyla işletmelere rekabet avantajı
sağlayacak, maliyetlerini düşürüp, kar oranlarını artıracak, yeni müşteriler
kazanmalarını veya var olan müşterileriyle uzun süreli ve daha sağlam ilişkiler
geliştirecek sosyal sermaye ve ilişkisel pazarlama yöntemlerinin, yat
işletmelerinin satış performanslarına etkisi keşifsel bir araştırmayla
incelenmiştir. Bu makalede öncelikle sosyal sermaye ve ilişkisel
pazarlama kavramları ve bileşenleri
literatür taraması yapılarak açıklanmaya çalışılmıştır. Geliştirilen veri
toplama aracı kullanılarak 14 kişiden oluşan yat brokerleri ile yarı
yapılandırılmış mülakatlar yürütülmüştür. Sonrasında Nvivo7 programı ile analiz
edilen verilerden elde edilen bulgular göstermektedir ki yat brokerleri
bir pazarlama uzmanı olarak elde ettikleri bilgi ve güven sayesinde, güçlü ve
aktif sosyal ağlardan pozitif olarak yarar sağlamaktadırlar. Ayrıca, güven
çerçevesinde ilişkilerin devamını sağlamak ve uzun dönemli güçlü ilişkilerin
kurulması yat brokerlerinin performansını pozitif etkilediği ifade edilebilir.

Anahtar Kelimeler

Kaynak Tabanlı Yaklaşım (KTY), Sosyal Sermaye, İlişkisel Pazarlama, Satış Performansı, Yat Brokerliği

Kaynakça

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