ÖZEL SEKTÖR KURULUŞLARINDA HALKLA İLİŞKİLERİN ETKİNLİĞİNİ ÖLÇME: YEREL VE ULUSLARARASI SİGORTA ŞİRKETLERİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2022, Cilt: 12 Sayı: 2, 280 - 290, 01.04.2022

Engin Çelebi

Öz

Özel sektör kuruluşlarında müşteri bağlılığı pazarlama odaklı bir sonuçtur. Özellikle de hizmet sektöründe müşteri bağlılığını elde etmenin en iyi yolu müşterilerle uzun vadeli bir ilişki kurmaktır. Bu ise müşterilerin duygu ve ihtiyaçlarına daha fazla değer vermeyi gerektirir. Müşteri bağlılığının oluşturulması, kurumsal kimliğin, imajın ve itibarın güçlendirilmesi gibi kuruluşlara değer katmasının yanı sıra müşteri duyarlılıklarını artırmaya yönelik hizmetlere de katkı sağlamaktadır. Bu çalışmada, Özel sektör kuruluşları olarak Türkiye'de hizmet veren sigorta şirketleri üzerinde bir araştırma yapılmıştır. Araştırma kapsamında, Uluslararası sigorta şirketlerinden hizmet alan 104 kişi ve yerel sigorta şirketlerinden hizmet alan 110 kişi olmak üzere toplam 214 kişiye anket uygulaması yapılmıştır. Araştırma verilerine göre, “Uzun vadeli bir ilişki sürdürme isteği” ve “Başkalarına tavsiye etme isteği” ile Sigorta şirketi çalışanlarından duyulan “memnuniyet”, “güven” ve “İletişim yeterlilik” arasında pozitif yönde ve anlamlı bir korelasyon bulunmuştur. Araştırma verileri, halkla ilişkiler algılamalarının kuruluşların sosyal kimlik algıları, itibarları, müşterilerin duygusal bağlılıkları ve yeni müşteriler kazanılması üzerinde stratejik açıdan olumlu etkilerinin olduğunu ortaya çıkartmıştır.

Anahtar Kelimeler

Halkla İlişkiler, Müşteri Bağlılığı, İletişim Yönetimi, Sigorta Şirketleri, CRM

MEASURING THE EFFECTIVENESS OF PUBLIC RELATIONS IN PRIVATE SECTOR ORGANIZATIONS: A RESEARCH ON LOCAL AND INTERNATIONAL INSURANCE COMPANIES

Öz

In private sector organizations, customer loyalty is a marketing-oriented outcome. The best way to gain customer loyalty, especially in the service industry, is to establish a long-term relationship with customers. This requires placing greater value on customers' feelings and needs. In addition, to adding value to organizations such as creating customer loyalty, strengthening corporate identity, image and reputation, it also contributes to services to increase customer awareness. In this study, a research was conducted on insurance companies serving as private sector organizations in Turkey. Within the scope of the research, a questionnaire was applied to a total of 214 people, 104 people receiving service from international insurance companies and 110 people receiving service from local insurance companies. According to the research data, a positive and significant correlation was found between “Desire to maintain a long-term relationship”, “Desire to recommend to others” and, “Satisfaction”, “Trust” and “Communicative competence” felt from the insurance company employees. Research data revealed that public relations perceptions have strategically positive effects on organizations' perceptions of social identity, reputation, emotional commitment of customers and acquiring new customers.

Anahtar Kelimeler

Public Relations, Customer Loyalty, Communication Management, Insurance Companies, CRM

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