RELATIONSHIP MARKETING AND THE ROLE AND POTENTIAL OF E-MAIL FOR TRAYEL AGENCIES OPERATINGIN THE TURKISH DOMESTIC TOURISM MARKET

Yıl 2004, , 129 - 138, 10.06.2004

Erdoğan Koç

https://doi.org/10.14783/maruoneri.678602

Cited By: 1

Öz

Bu makalede bir ilişkisel pazarlama unsuru olan elektronik postanın Türkiye iç turizm pazarında müşteriler ile ilişkilerin oluşturulmasında ve geliştirilmesindeki rolü araştırılmaktadır. Makalede, hizmetlerin ve özellikle turizm hizmetlerinin özellikleri ile ilişkisel pazarlamanın paralelliği ve ilgisi irdelenmektedir. Araştırmada kullanılan elektronik posta araştırması neticesinde, Türkiye iç turizm pazarında faaliyet gösteren seyahat acentalarının önemli bir kısmının, elektronik postayı bir müşteri ilişkileri oluşturma ve geliştirme unsuru olarak kullanmadıkları ortaya çıkmıştır. Araştırmada, seyahat acentalarına gönderilen müşteri sorularının önemli bir kısmına cevap verilmediği tespit edilmiştir. Cevap verilen sınırlı durumlarda da, müşteri sorularına çok geç cevap verildiği ve gözlemlenmiştir. Araştırma, Türkiye iç turizm pazarında faaliyet gösteren seyahat acentaları arasında pazarlama oryantasyonluluğunun eksik olduğunu ortaya koymaktadır. Bu araştırmanın Türkiye’deki diğer hizmet endüstrilerinde faaliyet gösteren işletmelerin, ve başka ülkelerdeki hizmet işletmelerinin faaliyetlerine de ışık tutacağına inanılmaktadır.

Anahtar Kelimeler

ilişkisel Pazarlama, Elektronik Posta, İç Turizm

Kaynakça

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