BAŞARILI BİR ÇEVRİMİÇİ MARKALAMA NASIL OLUŞTURULUP YÖNETİLİR? RABBIT AIR VAKA ÇALIŞMASI

Öz

Online markalaşma, şirketlerin bir markayı internette ve pazarda konumlandırmak için kullandıkları bir yönetim şeklidir. Çoğu online tabanlı iş girişiminin başarısızlıkla sonuçlanmasından dolayı bu yöntem bir fırsat olmakla birlikte zor olarak değerlendirilmektedir. Bu araştırma, başarılı online markalaşma için bir yol haritası geliştirmeyi amaçlamaktadır. Başarı tesadüf değildir, bu nedenle, çalışmada Amerika Birleşik Devletleri'ndeki en hızlı büyüyen şirketlerden biri olan Rabbit Air'in işin temelinde olan personeliyle görüşülerek derinlemesine mülakat yapılmıştır. Bulgular, başarılı bir online işletme oluşturmanın, mükemmel müşteri hizmetleri ve sürdürülebilir müşteri deneyimi ile desteklenmesi gereken güçlü bir marka kimliği geliştirmesi gerektirdiğini göstermektedir. Sonuç olarak, bir markanın müşteri yaşamını etkilemesi ve müşteri deneyimi akışını bozabilecek gereksiz engelleri ortadan kaldırması gerekir.

Anahtar Kelimeler

• Online Markalaşma, Online Müşteri Hizmetleri, Müşteri deneyimi, Rabbit Air

HOW TO SUCCESSFULLY BUILD AND MANAGE A SUSTAINABLE ONLINE BRANDING? A CASE STUDY OF RABBIT AIR

Öz

Online branding is a marketing strategy that makes use of the internet to position a company's brand in the marketplace. This is both an opportunity and a challenge, as the majority of internet business start-ups fail. The following study aims to develop a roadmap to successful online branding. Success does not happen by accident. Therefore, in-depth interviews were conducted with key personnel of Rabbit Air, one of the most rapidly expanding businesses in the United States. The research findings show that building a successful online business requires developing a strong brand identity and then supporting it with excellent customer service and a pleasant customer experience. Overall, we conclude that a brand needs to make an impact on customers’ lives and remove any unnecessary friction during their customer experience.

Anahtar Kelimeler

• Online Branding, Online Customer Service, Customer Experience, Rabbit Air

Kaynakça

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