İlişki Pazarlaması ve Turizm Sektöründe Bir Saha Araştırması

Öz

Bu araştırmada, pazarlamada yeni bir paradigma değişikliği olarak ortaya çıkan ilişki pazarlaması teorisi ve uygulanabilirliği irdelenmiştir. Araştırmada, ilişki pazarlamasının teorik ve felsefi temelleri, amaçları, yapısı, araçları, özellikleri ve önemi üzerinde durulmuş, karakteristik boyutları ayrıntılı olarak ele alınmıştır. Öte yandan, ilişki pazarlamasının merkezinde yer alan bağlılığı, olumlu ve olumsuz yönde etkileyen ilişki pazarlaması karakteristiklerinin etkinliği araştırılmıştır. Buna göre, araştırma ile ilgili olarak oluşturulan hipotezler, Türkiye’de dağıtım kanalında yer alan aracı işletmeler olarak faaliyet gösteren 141 A Grubu seyahat acentesi yöneticilerine uygulanan anket çalışması ile test edilmiş ve sonuçlar tartışılmıştır

Anahtar Kelimeler

• İlişki Pazarlaması, Bağlılık, Güven, Bağımlılık, Seyahat Acentası

Öz

In this research, the theory of relationship marketing that is occurred as a new paradigm shift and its’ applicability has been investigated. In this framework, theoretical and philosophical foundations, objectives, defining constructs, instruments, importance of relationship marketing has been emphasized and its’ characteristics dimensions has been examined. At the same time, the efficiency of the characteristics of relationship marketing which is positively or negatively effecting to the commitment that located at the center of the relationship marketing has been searched. Consequently, the hypothesis that are formed related to the research has been tested by a questionnaire which is applied on the managers of the A group travel agency that functioning as an intermediary firms involved in the distribution channel in Turkey.

Anahtar Kelimeler

• Relationship Marketing, Commitment, Trust, Dependence, Travel Agency

Kaynakça

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