HİZMET SEKTÖRÜNDE İLİŞKİ PAZARLAMASI: BUTİK OTELLER VE 5 YILDIZLI OTELLER ÜZERİNE KARŞILAŞTIRMALI BİR ARAŞTIRMA
Abstract
Hizmet sektöründe müşteriyle kurulan uzun dönemli, yakın ve bire-bir ilişkiler müşteri sadakati yaratma açısından kilit öneme sahiptir. İlişki pazarlaması, işletme ile müşteri arasındaki ilişkinin kurulması, sürdürülmesi ve geliştirilmesi amacına odaklanan pazarlama yaklaşımlarını içerir. Müşteriyle uzun dönemli ilişkilerin oluşturulması ilişki pazarlaması yaklaşımlarıyla mümkündür. Yapılan bu araştırmada müşteri tatmini ve sadakati esas alınarak hazırlanan sorularla Alaçatı - Çeşme bölgesindeki butik oteller ve 5 yıldızlı oteller arasındaki farklılıklar değerlendirilerek ilişki pazarlaması uygulamaları açısından karşılaştırılma yapılmıştır
References
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- Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention”, Journal of Marketing, 69: 210–218 GRÖNROOS, C. (1997): “Keynote paper from marketing mix to relationship marketing – towards a paradigm shift in marketing.” Management Decision, April: 322-39.
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- Implications “, Management Decision, Sayı. 34 / 3 GRÖNROOS, C. (1994): “Quo Vadis, Marketing? Toward a relationship marketing paradigm.”, Journal of Marketing Management, 10: 347-60.
- GRÖNROOS, C. (1982): Strategic management and marketing in the service sector, Swedish School of Economics and Business Administration, Helsinki.
- GUMMESSON, E. (1994): “Making relationship marketing operational.”
- International Journal of Service Management, 5: 5–20. KOTLER, P. (2000): Kotler ve Pazarlama, Pazar Yaratmak, Pazar Kazanmak ve Pazara Egemen Olmak, Çeviren: Ayşe Özyağcılar, Sistem Yayıncılık,1. Basım, İstanbul.
- KOTLER, P., ARMSTRONG G., SAUNDERS J. and VANG V. (1999): Principles of Marketing, Prentice Hall Inc, New Jersey, USA.
- KÜLTÜR ve TURİZM BAKANLIĞI, (2005): Turizm Tesislerinin
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- OLIVER R.L. (1980): “A cognitive model of the antecedents and consequences of satisfaction decisions”, Journal of Marketing Research, 17(September): 460
- PAYNE, A. (1994): “Relationship marketing –making the customer count.”
- Managing Service Quality, 4(6): 29-31. REICHHELD, F.E. and SASSER, W.E. Jr. (1990): “Zero defections: quality comes to service.”, Harvard Business Review, vol.68, September-October, pp.105-11.
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- TUROB,(2006): “Butik otel yapımı çoğalıyor”, http://www.turob.org /NewsDetail .aspx? newsId=2190 , 24.03.2006.
RELATIONSHIP MARKETING IN SERVICE INDUSTRY: A COMPARATIVE RESEARCH UPON BOUTIQUE HOTELS AND FIVE STAR HOTELS
Abstract
In the service industry, in order to create customer loyalty, it is very important to be in one to one relation and close contact with the customer. Relationship marketing is establishing, enhancing and developing relationship between company and its customers. It is possible to create long term relationships with customers by the help of relationship marketing approaches. In this research, the differences between five star hotels and boutique hotels in Alacati - Cesme region, are compared by the help of the questionnaire which is based on the issues of customer satisfaction and loyalty, and differences evaluated in terms of relationship marketing approaches
References
- BARNES, J. G. (1995): The quality and depth of customer relationship. In:
- BERGADAÀ, M. ed. 24th EMAC Conference, Marketing Today and for the 21st Century, Cedex-France, CERESSEC. BERRY, L.L. (1983): Relationship marketing. In BERRY, L.L, SHOSTACK, G.L and UPAH, G.D., eds., Emerging perspectives on services marketing, American
- Marketing Association, Chicago. CONOVER,W.J. (1980): Practical Non-Parametrik Statistics , John Wiley&Sons
- Inc., New York, Second Edition. FORNELL C. (1992): “A national customer satisfaction barometer: the Swedish experience” Journal of Marketing, 56(January): 6–21.
- GUSTAFSSON A., JOHNSON, M.D., and ROOS, I. (2005): “The Effects of
- Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention”, Journal of Marketing, 69: 210–218 GRÖNROOS, C. (1997): “Keynote paper from marketing mix to relationship marketing – towards a paradigm shift in marketing.” Management Decision, April: 322-39.
- GRÖNROOS, C. (1996): “Relationship Marketing: Strategic and Tactical
- Implications “, Management Decision, Sayı. 34 / 3 GRÖNROOS, C. (1994): “Quo Vadis, Marketing? Toward a relationship marketing paradigm.”, Journal of Marketing Management, 10: 347-60.
- GRÖNROOS, C. (1982): Strategic management and marketing in the service sector, Swedish School of Economics and Business Administration, Helsinki.
- GUMMESSON, E. (1994): “Making relationship marketing operational.”
- International Journal of Service Management, 5: 5–20. KOTLER, P. (2000): Kotler ve Pazarlama, Pazar Yaratmak, Pazar Kazanmak ve Pazara Egemen Olmak, Çeviren: Ayşe Özyağcılar, Sistem Yayıncılık,1. Basım, İstanbul.
- KOTLER, P., ARMSTRONG G., SAUNDERS J. and VANG V. (1999): Principles of Marketing, Prentice Hall Inc, New Jersey, USA.
- KÜLTÜR ve TURİZM BAKANLIĞI, (2005): Turizm Tesislerinin
- Belgelendirilmesine ve Niteliklerine İlişkin Yönetmelik, http://www.ttyd.org.tr /yonetmelikler /RG210605.doc , 5.04.2006.
- OLIVER R.L. (1980): “A cognitive model of the antecedents and consequences of satisfaction decisions”, Journal of Marketing Research, 17(September): 460
- PAYNE, A. (1994): “Relationship marketing –making the customer count.”
- Managing Service Quality, 4(6): 29-31. REICHHELD, F.E. and SASSER, W.E. Jr. (1990): “Zero defections: quality comes to service.”, Harvard Business Review, vol.68, September-October, pp.105-11.
- REICHHELD, F.E. (1993): “Loyalty-based management.” Harvard Business
- TUROB,(2006): “Butik otel yapımı çoğalıyor”, http://www.turob.org /NewsDetail .aspx? newsId=2190 , 24.03.2006.
There are 19 citations in total.
Details
| Other ID | JA75GE85ND |
|---|---|
| Journal Section | Research Article |
| Authors | |
| Publication Date | May 1, 2007 |
| Published in Issue | Year 2007 Volume: 7 Issue: 1 |