Effect of Relationship Marketing Applications on Re-Purchasing Intention, Advising Intention and Satisfaction in Marina Management

Erdal Arli ()
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Erdal Arli: Kocaeli University

Anadolu University Journal of Social Sciences, 2013, vol. 13, issue 1, 61-76

Abstract: Developments occurring in marina business in our country in recent years, increase in number of marinas and binding capacities increase the competition between the establishments and they apply several methods for holding their existing customers and for establishing long term relations. Objective of this research is to find out whether relationship marketing applications in marina establishments have any effect on re-purchasing intention level, advising intention level and satisfaction level from the management, and make contributions and suggestions that will guide the marina managers on this subject. In order to achieve this objective, a face-to-face survey was executed with 78 customers of a marina establishment operating in Antalya Area, and the data was analyzed with SPSS package program. By the results of research analysis, it was identified that relationship marketing applications had effect on re-preferring intention and advising intention.

Keywords: Behavioral Intentions; Marina Management; Relationship Marketing (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:and:journl:v:13:y:2013:i:1:p:61-76

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