TERMAL KONAKLAMA İŞLETMELERİNDE MÜŞTERİ İLİŞKİLERİ YÖNETİMİ (CRM) ÜZERİNE BİR ARAŞTIRMA: FRİGYA BÖLGESİ ÖRNEĞİ

Öz

Customer Relationship Management, or “CRM”, is one of the most important issues in the way of business throughout the world. Without a proper customer relationship management, it is not possible to attract the new customer to the business or retain the customers that we had, and therefore the profitability can not be mentioned. In this study, the approach to the customer relationship management and business qualifications of the thermal accommodation business in Phrygia region (Ankara, Kütahya, Afyon, Uşak, Eskişehir) are analyzed. According to the results of this research, the department of customer relationship management of thermal accommodation businesses was seen as absent, so this kind of activities are performed by front Office department and senior management level. Also, the establishments aren’t required to have an expert staff associated with CRM

Anahtar Kelimeler

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TERMAL KONAKLAMA İŞLETMELERİNDE MÜŞTERİ İLİŞKİLERİ YÖNETİMİ (CRM) ÜZERİNE BİR ARAŞTIRMA: FRİGYA BÖLGESİ ÖRNEĞİ

Öz

Müşteri İlişkileri Yönetimi ya da “CRM” iş dünyası açısından dünya genelinde önemli konulardan birisidir. Doğru bir Müşteri İlişkileri Yönetimi olmaksızın, işletmeye yeni müşteriler çekmek ya da elde tutmak mümkün değildir ve buna bağlı olarak da kârlılıktan söz edilemez. Bu çalışmada Frigya Bölgesi’ndeki (Ankara, Kütahya, Afyon, Uşak, Eskişehir) termal konaklama işletmelerinin Müşteri İlişkileri Yönetimine bakışları ve bu konudaki yeterlilikleri araştırılmıştır. Araştırma sonuçlarına göre bölgedeki termal konaklama işletmelerinde Müşteri İlişkileri Yönetimi departmanı bulunmadığı, bu tür faaliyetlerini önbüro departmanı ve üst düzey yönetim seviyesinde yürüttükleri görülmüştür. Ayrıca işletmeler CRM ile ilgili uzman bir personel bulundurmayı gerekli görmemektedirler

Anahtar Kelimeler

• Termal Konaklama İşletmeleri, Müşteri İlişkileri Yönetimi, Turizm, Termal Turizm

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