Müşteri Yönelimlilik ve Satış İşi Kapsamında Seyahat Acentası Temsilcilerinin İlişkisel İşi Üzerine Bir Araştırma

Yıl 2019, Cilt: 6 Sayı: 2, 107 - 119, 18.10.2019

Alper Aslan , Saim Aslan Umut Avcı

https://doi.org/10.18394/iid.521716

Öz

Günümüzde hizmet işi gittikçe hem
müşteri yönelimli olma hem de satışları arttırma çabalarını daha fazla
içermektedir. Araştırmacılar, kapitalist örgütlerin ana amacının müşterileri
memnun etmektense para kazanmak olmasından dolayı, müşteri yönelimlilik ve
satış işinin çelişebileceğini belirtirler. Bu nedenle kapitalist örgütler çalışanlarından
müşteri yönelimlilik ve satış işini bağdaştırmalarını talep etmektedirler.
Ancak bu bağdaştırmanın yerleşik etkileşimlerle nasıl başarıldığı konusunda az
şey bilinmektedir. Bu çalışma, seyahat acentası (tur operatörü) temsilcilerinin
müşteri yönelimlilik ve satış işini nasıl bağdaştırdığını açıklamak için
“ilişkisel iş” kavramını kullanmıştır. Bu kapsamda bu çalışma nitel verilere
dayanarak, Türk seyahat acentalarının otellerdeki temsilcilerinin işlerini incelemiştir.
Bu çalışma, müşteri yönelimlilik ve satış işinin nasıl örtüştüğünü ve bu
örtüşmenin ilişkisel iş kapsamında nasıl icra edildiğini ortaya koymuştur.

Anahtar Kelimeler

Müşteri Yönelimlilik, Ilişkisel Iş, Satış Işi, Tur Operatörü, Seyahat Acentası Temsilcileri

An Investigation on the Relational Work of Tour Representatives within Customer Orientation and Sales Work

Öz

In the contemporary world, service work encompasses more efforts to be
customer-oriented and to boost sales. Scholars note that customer orientation
and sales work may be contradictory, as the primary aim of capitalist
organizations is to earn money rather than please customers. Thus, capitalist
organizations demand workers to harmonize customer orientation and sales work.
However, we know little about how this is achieved within situated
interactions. This study uses the concept of “relational work” to explain how
tour representatives (tour reps) harmonize customer orientation and sales work.
Based on qualitative data, this study addresses the work of Turkish tour reps
for Turkish tour operators. This study reveals how customer orientation and sales
work overlap, and how this overlap is enacted within relational work.

Anahtar Kelimeler

Customer Orientation, Relational Work, Sales Work, Tour Operator, Tour Representatives

Kaynakça

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