Hizmet Sektorunde Iliski Pazarlamasi: Butik Oteller ve 5 Yildizli Oteller Uzerine Karsilastirmali Bir Arastirma

Basak Karakas (), Bulent Bircan () and Osman Gok ()
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Basak Karakas: Yasar Universitesi Iktisadi ve Ýdari Bilimler Fakultesi, Turizm ve Otel Isletmeciligi Bolumu
Bulent Bircan: Yasar Universitesi Fen-Edebiyat Fakultesi, Istatistik Bolumu
Osman Gok: Yasar Universitesi Iktisadi ve Idari Bilimler Fakultesi, Isletme Bolumu

Ege Academic Review, 2007, vol. 7, issue 1, 3-18

Abstract: Hizmet sektorunde musteriyle kurulan uzun donemli, yakin ve bire-bir iliskiler musteri sadakati yaratma acisindan kilit oneme sahiptir. Iliski pazarlamasi, isletme ile musteri arasindaki iliskinin kurulmasi, surdurulmesi ve gelistirilmesi amacina odaklanan pazarlama yaklasimlarini icerir. Musteriyle uzun donemli iliskilerin olusturulmasi iliski pazarlamasi yaklasimlariyla mumkundur. Yapilan bu arastirmada musteri tatmini ve sadakati esas alinarak hazirlanan sorularla Alacati - Cesme bolgesindeki butik oteller ve 5 yildizli oteller arasindaki farkliliklar degerlendirilerek iliski pazarlamasi uygulamalari acisindan karsilastirilma yapilmistir.

Keywords: Iliski Pazarlamasi; Musteri Tatmini; Musteri Sadakati; Konaklama Endustrisi (search for similar items in EconPapers)
JEL-codes: M31 M39 (search for similar items in EconPapers)
Date: 2007
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