Araştırma Makalesi
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KIYI OTELLERİNDE ELEKTRONİK İLİŞKİSEL PAZARLAMA FAALİYETLERİ: ANTALYA ÖRNEĞİ

Yıl 2016, Sayı: 38, 47 - 76, 01.01.2017

Öz

Elektronik ilişkisel pazarlama kısaca, elektronik ortamda çoklu hizmet organizasyonlarında müşteri ilişkilerini cazip hale getirmek, sürdürmek ve artırmaktır. Kıyı otellerinin elektronik ilişkisel pazarlama düzeylerinin incelendiği bu çalışmada, Antalya’da faaliyet gösteren dört ve beş yıldızlı otellerden elde edilen veriler incelenmiştir. Bunun için altı boyutlu elektronik ilişkisel pazarlama modeli geliştirilmiş ve uygulanmıştır. Araştırmanın örneklemini Antalya’da faaliyet gösteren dört ve beş yıldızlı oteller oluşturmaktadır ve otellerin web siteleri incelenerek 330 adet geçerli araştırma formuna ulaşılmıştır.

Araştırmadan elde edilen sonuçlar doğrultusunda, Antalya’nın elektronik ilişkisel pazarlama seviyesi 2. aşamada (duyarlı) çıkmıştır. Bu bağlamda, otellerin müşterilerle uzun dönemli ilişkiler kurmasını sağlayacak yüksek seviyeli ilişkiler (sorumlu, proaktif, işbirliği ve sosyal ağlar) yerine daha yüzeysel ve temel bilgilerle iletişimi sağlayacak düşük seviyeli ilişkiler (temel ve duyarlı) kurduğu ortaya çıkmıştır. Araştırma sonucunda; elektronik ilişkisel pazarlama özelliklerinin işletme sınıfı, işletme türü, işletmenin bulunduğu yer, oda sayısı ve yatak sayısı arasında anlamlı bir farklılık olduğu ancak işletme yaşında ise arasında anlamlı bir farklılık olmadığı tespit edilmiştir.


Kaynakça

  • Antalya İl Kültür ve Turizm Müdürlüğü, http://www.antalyakulturturizm.gov.tr/ adresinden alınmıştır (Mayıs 25, 2014).
  • Alabay, N. (2010). Geleneksel Pazarlamadan Yeni Pazarlama Yaklaşımlarına Geçiş Süreci. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 15(2), 213-235.
  • Ashley, C. ve diğ. (2011). Why Customers Won’t Relate: Obstacles to Relationship Marketing Engagement. Journal of Business Research, 64, 749-756.
  • Bai, B., Hu, C. ve Jang, S. (2006). Examining E-Relationship Marketing Features on Hotel Websites. Journal of Travel &Tourism Marketing, 21(2/3), 33-48.
  • Barnes, J. G. ve Cumby, J. A. (2002). Establishing Customer Relationships on the Internet Requires More Than Technology. Australasian Marketing Journal, 10(1), 36-46.
  • Barnes, B. R., Fox, M. T. ve Morris, D. S. (2004). Exploring the Linkage Between Internal Marketing, Relationship Marketing and Service Quality: A Case Study of a Consulting Organization. Total Quality Management, 15(5/6), 593-601.
  • Bauer, H. H., Grether, M. ve Leach, M. (2002). Building Customer Relations over the Internet. Industrial Marketing Management, 31, 155-163.
  • Berry, L. L. (1983). Relationship Marketing. In Berry, L. L., Shostack, G. L., and Upah, G., (Ed.), Emerging Perspectives on Services Marketing. American Marketing Association, Chicago IL,USA.
  • Berry, L. L. (1995). Relationship Marketing of Services-Growing Interest, Emerging Perspectives. Journal of the Academy of Marketing Science, 23 (4), 236-245.
  • Berry, L. (2002). Relationship Marketing of Services-Perspectives from 1983 and 2000. Journal of Relationship Marketing, 1(1), 59-77.
  • Bonnemaizon, A., Cova, B. Ve Louyot, M. C. (2007). Relationship Marketing in 2005: A Delphi Approach. European Management Journal, 25(1): 50-59.
  • Callaghan, M. Ve Shaw, R.N. (2002). A Theoretical Application of Exchange Theory to Online Purchase Decisions. Anzmac Conference Procedings, 3241-3249.
  • Cheng, A. Y. ve Hamid, N. R. A. (2011). The Usability of Hotel Websites in Managing Tourist Expectations: A Customer Relationship Perspective. 2011 International Conference on Sociality and Economics Development, IACSIT Press, Singapore.
  • Davis, R., Buchanan-Oliver, M. ve Brodie, R. (1999). Relationship Marketing in Electronic Commerce Environments. Journal of Information Technology, 14(4), 319-331.
  • Eiriz, V. ve Wilson, D. (2006). Research in Relationship Marketing: Antecedents, Traditions and Integration. European Journal of Marketing, 40(3/4): 275-291.
  • Essawy, M. (2005). Exploring the Presence and Exploitation of E-Relationship Marketing by UK Based Multi-unit Hotel Brands. Information and Communication Technologies in Tourism. Proceedings of the International Conference. Innsbruck, Austria.
  • Feinberg, R. & Kadam, R. (2002), E-CRM Web Service Attributes as Determinants of Customer Satisfaction with Retail Web Sites. International Journal of Service Industry Management, 13(5), 432-451.
  • Fyall, A., Callod, C. ve Edwards, B. (2003). Relationship Marketing The Challenge for Destinations. Annals of Tourism Research, 30(3), 644-659.
  • Gan, L., Sim, C.J., Tan, H.L. ve Tan, J. (2006). Online Relationship Marketing by Singapore Hotel Websites. Journal of Travel &Tourism Marketing, 20(3/4), 1-19.
  • Genç, E. (2012). Otel İşletmelerinin İlişkisel Pazarlama Faaliyetleri: Zonguldak, Karabük ve Bartın İllerinde Bir Uygulama. (Yayınlanmamış Yüksek Lisans Tezi, Bülent Ecevit Üniversitesi). http://tez2.yok.gov.tr/ adresinden alınmıştır (Nisan 6, 2014).
  • Genç, E. ve Erdoğan, E. (2013). Otel İşletmelerinde İlişkisel Pazarlama Uygulamaları: Zonguldak, Karabük ve Bartın İllerinde Bir Araştırma. Afyon Kocatepe Üniversitesi İİBF Dergisi, 15(2), 195-216.
  • Gide, E. Ve Shams, S. M. R. (2011). The Role of Web-based promotion on the Development of a Relationship Marketing Model to Enable Sustainable Growth. Procedia Computer Science, 3, 1060-1073.
  • Gilbert, D. (1996). Relationship Marketing and Airline Loyalty Schemes. Tourism Management, 55(8), 26-27.
  • Gilbert, D. ve Perry, J. P. (2003). Exploring Developments in Web Based Relationship Marketing Within the Hotel Industry. Journal of Hospitality &Leisure Marketing, 10 (3/4), 5-24.
  • Grönroos, C. (1994). From marketing mix to Relationship marketing: Towards a paradigm shift in marketing. Management Decision, 32(2), 4-21.
  • Grönroos, C. (1999). Relationship Marketing: Challenges fort he Organization. Journal of Business Research, 46, 327-335.
  • Grönroos, C. (2004). The Relationship Marketing Process: Communication, Interaction, Dialogue, Value. Journal of Business & Industrial Marketing, 19(2), 99-113.
  • Grönroos, C. (2011). A Service Perspective on Business Relationships: The Value Creation, Interaction and Marketing Interface. Industrial Marketing Management, 40, 240-247.
  • Gummesson, E. (1994). Service Management: An Evaluation and The Future. International Journal of Service Industry Management, 5(1), 77-96.
  • Gummesson, E. (2002a). Relationship Marketing-Rethinking Marketing Management. (Second Edition). Oxford: Butterworth Heinemann.
  • Gummesson, E. (2002b). Relationship Marketing in The New Economy. Journal of Relationship Marketing, 1(1), 37-57.
  • Gummesson, E. (2004).Return on Relationships (ROR): The Value of Relationship Marketing and CRM in Business-to-Business Contexts. Journal of Business & Industrial Marketing, 19(2), 136-148.
  • Güven, Ö. Z. (2007). İlişkisel Pazarlama Ekseninde Otel İşletmelerinde Müşteri Bağlılığının Öncel ve Sonuçlarının Belirlenmesine Yönelik Bir Model Geliştirilmesi. (Yayınlanmamış Doktora Tezi, Dumlupınar Üniversitesi). http://tez2.yok.gov.tr/ adresinden alınmıştır (Mart 30, 2014).
  • Hacıefendioğlu, Ş. (2005). İlişki Pazarlaması ve Turizm Sektöründe Bir Saha Araştırması. Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 9, 69-93.
  • Helgesen, Ø. (2008). Marketing for Higher Education: A Relationship Marketing Approach. Journal of Marketing for Higher Education, 18(1), 50-78.
  • Hennig-Thurau, T., Gewinner, K. P. ve Gremler, D. D. (2002). Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality. Journal of Service Research, 4(3), 230-247.
  • Jain, R. ve Jain, S. (2005). Towards Relational Exchange in Services Marketing: Insights from Hospitality Industry. Journal of Services Research, 5(2), 139-150.
  • Jang, S., Hu, C. ve Bai, B. (2006). A Canonical Correlation Analysis of E-Relationship Marketing and Hotel Financial Performance. Tourism and Hospitality Research, 6(4), 241-250.
  • Kotler, P., Bowen, J. ve Makens, J. (2003). Marketing for Hospitality and Tourism. (Third edition). Upper Saddle River, NJ: Prentice Hall.
  • Kulabaş, Y. ve Sezgin, S. (2003). TORQUE-Müşteriyi Geri Döndürme Kuvveti/Bir İlişkisel Pazarlama Modeli. İtü Dergisi/d Mühendislik, 2(5), 74-84.
  • Lancastre, A. ve Lages, L. F. (2006). The Relationship Between Buyer and a B2B E-Marketplace: Cooperation Determinants in an electronic Market Context. Industrial Marketing Management, 35, 774-789.
  • Mat, N. K. N. M. ve Wadeecharoen, W. (2009). The Mediating Effects of Relationship Marketing Orientation (RMO) on the Antecedents of International Joint Venture (IJV) Performance in Thailand. Anzmac. 1-9.
  • Morgan, R. M. ve Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58, 20-38.
  • Murphy, J. ve Tan, I. (2003). Journey to nowhere? E-mail Customer Service by Travel Agents in Singapore. Tourism Management, 24, 543-550.
  • Palmatier ve diğ. (2006). Factors Influencing the Effectiveness of Relationship Marketing: A Meta- Analysis. Journal of Marketing, 70, 136-153.
  • Palmer, A. (1997). Defining Relationship Marketing: An International Perspective. Management Decision, 35(4), 319-321.
  • Palmer, R., Lindgreen, A. ve Vanhamme, J. (2005). Relationship Marketing: Schools of Thought and Future Research Directions. Marketing Intelligence &Planning, 23(3), 313-330.
  • Payne, A., Ballantyne, D. ve Christopher, M. (2005). A Stakeholder Approach to Relationship Marketing Strategy-The Development and Use of the “Six Markets” Model. European Journal of Marketing, 39(7/8), 855-871.
  • Pervan, S. ve Johnson, L. (2000). Reciprocity as a Fundamental Building Block of Relationship Marketing. Anzmac 2000 Visionary Marketing for the 21st Century: Facing the Challenge, 955-959.
  • Plewa, C., Quester, P. ve Baaken, T. (2005). Relationship Marketing and University –Industry Linkages: A Conceptual Framework. Marketing Theory, 5(4), 433-456.
  • Rahman, S. H. (2006). Relationship Marketing: The Retail Customer’s Perspective. Innovative Marketing, 281, 61-66.
  • Rao, S., Perry, C. ve Frazer, L. (2003). The Impact of ınternet Use on Inter-Firm Relationships in Australian Service Industries. Australasian Marketing Journal, 11(2), 10-22.
  • Selvi, M. S. (2007). İlişkisel Pazarlama- Stratejiler ve Teknikler. Ankara: Detay Yayıncılık.
  • Shaalan, A. S. ve diğ. (2013). East Meets West: Towards a Theoretical Model Linking Guanxi and Relationship Marketing. Journal of Business Research, XXX, 1-7.
  • Sheth, J.N. ve Parvatiyar, A. (1995). Relationship Marketing in Consumer Markets: Antecedents and Consequences. Journal of the Academy of Marketing Science, 23(4), 255-271.
  • Sin, L. Y. M. ve diğ. (2005). Relationship Marketing Orientation: Scale Development and Cross-Cultural Validation. Journal of Business Research, 58, 185-194.
  • Şendur, F. (2009). İlişkisel Pazarlama Çerçevesinde Müşteri Değeri Yaratmanın Önemi: Bankacılık Sektöründe Bir Araştırma. (Yayınlanmamış Yüksek Lisans Tezi, Balıkesir Üniversitesi). http://tez2.yok.gov.tr/ adresinden alınmıştır (Mart 30, 2011).
  • Şimşek, Ş. ve Çelik, A. (2012). Yönetim ve Organizasyon. Konya: Eğitim Yayınevi.
  • Tzokas, N. Ve Saren, M. (2004). Competitive Addvantage, Knowledge and Relationship Marketing: Where, What and How? Journal of Business &Industrial Marketing, 19(2), 124-135.
  • Wang, F. ve Head, M. (2002). Consumer Relationship Marketing on the Internet: An Overview and Clarification of Concepts. Innovative Marketing, 2005(1), 55-68.
  • Whaytt, G. ve Koschek (2009). Implementing Relationship Marketing: Supermarkets’ Perpectives. Marketing Intelligence & Planning, 28(5), 582-599.
  • Yurdakul, M. (2007): İlişkisel Pazarlama Anlayışında Müşteri Sadakati Olgusunun Ayrıntılı Bir Şekilde Analizi. http//sbe.dumlupinar.edu.tr/17/268-287.pdf adresinden alınmıştır (Haziran 2, 2011).
Yıl 2016, Sayı: 38, 47 - 76, 01.01.2017

Öz

Kaynakça

  • Antalya İl Kültür ve Turizm Müdürlüğü, http://www.antalyakulturturizm.gov.tr/ adresinden alınmıştır (Mayıs 25, 2014).
  • Alabay, N. (2010). Geleneksel Pazarlamadan Yeni Pazarlama Yaklaşımlarına Geçiş Süreci. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 15(2), 213-235.
  • Ashley, C. ve diğ. (2011). Why Customers Won’t Relate: Obstacles to Relationship Marketing Engagement. Journal of Business Research, 64, 749-756.
  • Bai, B., Hu, C. ve Jang, S. (2006). Examining E-Relationship Marketing Features on Hotel Websites. Journal of Travel &Tourism Marketing, 21(2/3), 33-48.
  • Barnes, J. G. ve Cumby, J. A. (2002). Establishing Customer Relationships on the Internet Requires More Than Technology. Australasian Marketing Journal, 10(1), 36-46.
  • Barnes, B. R., Fox, M. T. ve Morris, D. S. (2004). Exploring the Linkage Between Internal Marketing, Relationship Marketing and Service Quality: A Case Study of a Consulting Organization. Total Quality Management, 15(5/6), 593-601.
  • Bauer, H. H., Grether, M. ve Leach, M. (2002). Building Customer Relations over the Internet. Industrial Marketing Management, 31, 155-163.
  • Berry, L. L. (1983). Relationship Marketing. In Berry, L. L., Shostack, G. L., and Upah, G., (Ed.), Emerging Perspectives on Services Marketing. American Marketing Association, Chicago IL,USA.
  • Berry, L. L. (1995). Relationship Marketing of Services-Growing Interest, Emerging Perspectives. Journal of the Academy of Marketing Science, 23 (4), 236-245.
  • Berry, L. (2002). Relationship Marketing of Services-Perspectives from 1983 and 2000. Journal of Relationship Marketing, 1(1), 59-77.
  • Bonnemaizon, A., Cova, B. Ve Louyot, M. C. (2007). Relationship Marketing in 2005: A Delphi Approach. European Management Journal, 25(1): 50-59.
  • Callaghan, M. Ve Shaw, R.N. (2002). A Theoretical Application of Exchange Theory to Online Purchase Decisions. Anzmac Conference Procedings, 3241-3249.
  • Cheng, A. Y. ve Hamid, N. R. A. (2011). The Usability of Hotel Websites in Managing Tourist Expectations: A Customer Relationship Perspective. 2011 International Conference on Sociality and Economics Development, IACSIT Press, Singapore.
  • Davis, R., Buchanan-Oliver, M. ve Brodie, R. (1999). Relationship Marketing in Electronic Commerce Environments. Journal of Information Technology, 14(4), 319-331.
  • Eiriz, V. ve Wilson, D. (2006). Research in Relationship Marketing: Antecedents, Traditions and Integration. European Journal of Marketing, 40(3/4): 275-291.
  • Essawy, M. (2005). Exploring the Presence and Exploitation of E-Relationship Marketing by UK Based Multi-unit Hotel Brands. Information and Communication Technologies in Tourism. Proceedings of the International Conference. Innsbruck, Austria.
  • Feinberg, R. & Kadam, R. (2002), E-CRM Web Service Attributes as Determinants of Customer Satisfaction with Retail Web Sites. International Journal of Service Industry Management, 13(5), 432-451.
  • Fyall, A., Callod, C. ve Edwards, B. (2003). Relationship Marketing The Challenge for Destinations. Annals of Tourism Research, 30(3), 644-659.
  • Gan, L., Sim, C.J., Tan, H.L. ve Tan, J. (2006). Online Relationship Marketing by Singapore Hotel Websites. Journal of Travel &Tourism Marketing, 20(3/4), 1-19.
  • Genç, E. (2012). Otel İşletmelerinin İlişkisel Pazarlama Faaliyetleri: Zonguldak, Karabük ve Bartın İllerinde Bir Uygulama. (Yayınlanmamış Yüksek Lisans Tezi, Bülent Ecevit Üniversitesi). http://tez2.yok.gov.tr/ adresinden alınmıştır (Nisan 6, 2014).
  • Genç, E. ve Erdoğan, E. (2013). Otel İşletmelerinde İlişkisel Pazarlama Uygulamaları: Zonguldak, Karabük ve Bartın İllerinde Bir Araştırma. Afyon Kocatepe Üniversitesi İİBF Dergisi, 15(2), 195-216.
  • Gide, E. Ve Shams, S. M. R. (2011). The Role of Web-based promotion on the Development of a Relationship Marketing Model to Enable Sustainable Growth. Procedia Computer Science, 3, 1060-1073.
  • Gilbert, D. (1996). Relationship Marketing and Airline Loyalty Schemes. Tourism Management, 55(8), 26-27.
  • Gilbert, D. ve Perry, J. P. (2003). Exploring Developments in Web Based Relationship Marketing Within the Hotel Industry. Journal of Hospitality &Leisure Marketing, 10 (3/4), 5-24.
  • Grönroos, C. (1994). From marketing mix to Relationship marketing: Towards a paradigm shift in marketing. Management Decision, 32(2), 4-21.
  • Grönroos, C. (1999). Relationship Marketing: Challenges fort he Organization. Journal of Business Research, 46, 327-335.
  • Grönroos, C. (2004). The Relationship Marketing Process: Communication, Interaction, Dialogue, Value. Journal of Business & Industrial Marketing, 19(2), 99-113.
  • Grönroos, C. (2011). A Service Perspective on Business Relationships: The Value Creation, Interaction and Marketing Interface. Industrial Marketing Management, 40, 240-247.
  • Gummesson, E. (1994). Service Management: An Evaluation and The Future. International Journal of Service Industry Management, 5(1), 77-96.
  • Gummesson, E. (2002a). Relationship Marketing-Rethinking Marketing Management. (Second Edition). Oxford: Butterworth Heinemann.
  • Gummesson, E. (2002b). Relationship Marketing in The New Economy. Journal of Relationship Marketing, 1(1), 37-57.
  • Gummesson, E. (2004).Return on Relationships (ROR): The Value of Relationship Marketing and CRM in Business-to-Business Contexts. Journal of Business & Industrial Marketing, 19(2), 136-148.
  • Güven, Ö. Z. (2007). İlişkisel Pazarlama Ekseninde Otel İşletmelerinde Müşteri Bağlılığının Öncel ve Sonuçlarının Belirlenmesine Yönelik Bir Model Geliştirilmesi. (Yayınlanmamış Doktora Tezi, Dumlupınar Üniversitesi). http://tez2.yok.gov.tr/ adresinden alınmıştır (Mart 30, 2014).
  • Hacıefendioğlu, Ş. (2005). İlişki Pazarlaması ve Turizm Sektöründe Bir Saha Araştırması. Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 9, 69-93.
  • Helgesen, Ø. (2008). Marketing for Higher Education: A Relationship Marketing Approach. Journal of Marketing for Higher Education, 18(1), 50-78.
  • Hennig-Thurau, T., Gewinner, K. P. ve Gremler, D. D. (2002). Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality. Journal of Service Research, 4(3), 230-247.
  • Jain, R. ve Jain, S. (2005). Towards Relational Exchange in Services Marketing: Insights from Hospitality Industry. Journal of Services Research, 5(2), 139-150.
  • Jang, S., Hu, C. ve Bai, B. (2006). A Canonical Correlation Analysis of E-Relationship Marketing and Hotel Financial Performance. Tourism and Hospitality Research, 6(4), 241-250.
  • Kotler, P., Bowen, J. ve Makens, J. (2003). Marketing for Hospitality and Tourism. (Third edition). Upper Saddle River, NJ: Prentice Hall.
  • Kulabaş, Y. ve Sezgin, S. (2003). TORQUE-Müşteriyi Geri Döndürme Kuvveti/Bir İlişkisel Pazarlama Modeli. İtü Dergisi/d Mühendislik, 2(5), 74-84.
  • Lancastre, A. ve Lages, L. F. (2006). The Relationship Between Buyer and a B2B E-Marketplace: Cooperation Determinants in an electronic Market Context. Industrial Marketing Management, 35, 774-789.
  • Mat, N. K. N. M. ve Wadeecharoen, W. (2009). The Mediating Effects of Relationship Marketing Orientation (RMO) on the Antecedents of International Joint Venture (IJV) Performance in Thailand. Anzmac. 1-9.
  • Morgan, R. M. ve Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58, 20-38.
  • Murphy, J. ve Tan, I. (2003). Journey to nowhere? E-mail Customer Service by Travel Agents in Singapore. Tourism Management, 24, 543-550.
  • Palmatier ve diğ. (2006). Factors Influencing the Effectiveness of Relationship Marketing: A Meta- Analysis. Journal of Marketing, 70, 136-153.
  • Palmer, A. (1997). Defining Relationship Marketing: An International Perspective. Management Decision, 35(4), 319-321.
  • Palmer, R., Lindgreen, A. ve Vanhamme, J. (2005). Relationship Marketing: Schools of Thought and Future Research Directions. Marketing Intelligence &Planning, 23(3), 313-330.
  • Payne, A., Ballantyne, D. ve Christopher, M. (2005). A Stakeholder Approach to Relationship Marketing Strategy-The Development and Use of the “Six Markets” Model. European Journal of Marketing, 39(7/8), 855-871.
  • Pervan, S. ve Johnson, L. (2000). Reciprocity as a Fundamental Building Block of Relationship Marketing. Anzmac 2000 Visionary Marketing for the 21st Century: Facing the Challenge, 955-959.
  • Plewa, C., Quester, P. ve Baaken, T. (2005). Relationship Marketing and University –Industry Linkages: A Conceptual Framework. Marketing Theory, 5(4), 433-456.
  • Rahman, S. H. (2006). Relationship Marketing: The Retail Customer’s Perspective. Innovative Marketing, 281, 61-66.
  • Rao, S., Perry, C. ve Frazer, L. (2003). The Impact of ınternet Use on Inter-Firm Relationships in Australian Service Industries. Australasian Marketing Journal, 11(2), 10-22.
  • Selvi, M. S. (2007). İlişkisel Pazarlama- Stratejiler ve Teknikler. Ankara: Detay Yayıncılık.
  • Shaalan, A. S. ve diğ. (2013). East Meets West: Towards a Theoretical Model Linking Guanxi and Relationship Marketing. Journal of Business Research, XXX, 1-7.
  • Sheth, J.N. ve Parvatiyar, A. (1995). Relationship Marketing in Consumer Markets: Antecedents and Consequences. Journal of the Academy of Marketing Science, 23(4), 255-271.
  • Sin, L. Y. M. ve diğ. (2005). Relationship Marketing Orientation: Scale Development and Cross-Cultural Validation. Journal of Business Research, 58, 185-194.
  • Şendur, F. (2009). İlişkisel Pazarlama Çerçevesinde Müşteri Değeri Yaratmanın Önemi: Bankacılık Sektöründe Bir Araştırma. (Yayınlanmamış Yüksek Lisans Tezi, Balıkesir Üniversitesi). http://tez2.yok.gov.tr/ adresinden alınmıştır (Mart 30, 2011).
  • Şimşek, Ş. ve Çelik, A. (2012). Yönetim ve Organizasyon. Konya: Eğitim Yayınevi.
  • Tzokas, N. Ve Saren, M. (2004). Competitive Addvantage, Knowledge and Relationship Marketing: Where, What and How? Journal of Business &Industrial Marketing, 19(2), 124-135.
  • Wang, F. ve Head, M. (2002). Consumer Relationship Marketing on the Internet: An Overview and Clarification of Concepts. Innovative Marketing, 2005(1), 55-68.
  • Whaytt, G. ve Koschek (2009). Implementing Relationship Marketing: Supermarkets’ Perpectives. Marketing Intelligence & Planning, 28(5), 582-599.
  • Yurdakul, M. (2007): İlişkisel Pazarlama Anlayışında Müşteri Sadakati Olgusunun Ayrıntılı Bir Şekilde Analizi. http//sbe.dumlupinar.edu.tr/17/268-287.pdf adresinden alınmıştır (Haziran 2, 2011).
Toplam 62 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm 2016
Yazarlar

Filiz Gümüş Dönmez

Cafer Topaloğlu

Yayımlanma Tarihi 1 Ocak 2017
Gönderilme Tarihi 1 Aralık 2016
Yayımlandığı Sayı Yıl 2016 Sayı: 38

Kaynak Göster

APA Gümüş Dönmez, F., & Topaloğlu, C. (2017). KIYI OTELLERİNDE ELEKTRONİK İLİŞKİSEL PAZARLAMA FAALİYETLERİ: ANTALYA ÖRNEĞİ. Sosyal Ve Beşeri Bilimler Araştırmaları Dergisi, 17(38), 47-76.

Sosyal ve Beşeri Bilimler Araştırmaları Dergisi (SOBBİAD) Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı CC BY-NC 4.0 ile lisanslanmıştır.