İLİŞKİSEL PAZARLAMA BOYUTLARININ MÜŞTERİ BAĞLILIĞI ÜZERİNDEKİ ETKİSİ: SHAMMOUT MODELİ DEĞERLENDİRMESİ
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Abstract
Müşterilerin hızla değişen beklentileri ve hizmet sektöründe gerçekleştirilen inovasiyonlar, firmaların müşteriye yönelik bakış açısında büyük değişikliklere sebep olmuştur. Firmalar, müşteri bulma ve elde tutma amacıyla ilişkisel pazarlamanın rehberliğinden faydalanmaktadırlar. İlişkisel pazarlama yaklaşımı, memnuniyetsiz müşteri sayısını azaltmak ve müşteri bağlılığını artırmak ile ilgilidir. İlişkisel pazarlamanın kavramsallaştırılmasında şu ilkeler benimsenmiştir: ilk olarak firmalar, müşteriler ve tedarikçiler ile ilişkilerini sağlamlaştırmaları gerekmektedir. Başka bir deyişle firmalar, sadece ticaret yapmanın değil iletişim kurmanın da önemini göz önünde bulundurmalıdır. İkinci olarak, Müşterilerin beklediği değeri maksimize etmeye odaklanılmalıdır. Son olarak, müşteriler ve tedarikçiler ile olan ilişkilerin geliştirilmesi ve güçlendirilmesinde içsel pazarlamaya odaklanılmalıdır. Çalışmada, otelcilik sektöründe müşteri memnuniyeti sağlamak ve oluşan memnuniyet sonucunda müşterileri uzun vadede elde tutmak için gereken ilişkisel pazarlama boyutları ele alınmıştır. Araştırmada duygular ve ilişki kalitesi, finansal, sosyal ve yapısal boyutlardan etkilenerek müşteri bağlılığına olan etkisini ele alan Shammout modeli kullanılmıştır. Araştırma İstanbul’da 5 yıldızlı bir otelde 234 İranlı müşterinin katılımı ile gerçekleştirilmiştir. Çalışmanın temel amacı doğrultusunda ilişkisel pazarlamanın müşteri bağlılığı üzerindeki etkisini incelenmek için araştırma modeli yapısal eşitlik analizi (Amos) ile test edilmiştir. Elde edilen sonuçlar; ilişkisel boyutlar olarak ifade edilen finansal, sosyal ve yapısal boyutların, duyguları ve ilişki kalitesini etkilediği; duyguların ve ilişki kalitesinin de müşteri bağlılığı üzerinde etkili olduğu görülmüştür.
Keywords
Abstract
Increased competition, dynamism and complexity of the environment, highlighted private sector, growth of customer expectations and the emergence of new innovations in the service industry in Turkey, has caused major changes in firms alattitude towards the customer and has informed them about importance of customer. Issue of preservation and increase customer loyalty considered as a strategic challenge for companies. Companies use the guidance of relational marketing to find solutions to the issue of finding customers and making them sustainable. Relationship marketing approaches can limits dissatisfied customers and increases loyal customers. Researchers have adopted the following principles in conceptualizing relationship marketing: First of all, firms should strengthen their relations with customers and suppliers, in other words, they should consider the importance of not only trading but also creating communication. Second, they should focus on maximizing the value customers expect. Finally, they should focus on developing and strengthening relationships with customers and suppliers, the impact of effective people and internal marketing. In the study, the relational marketing tools required to provide customer satisfaction in the hospitality industry and to keep the customers in the long term as a result of the satisfaction were discussed. This research evaluates relationshipmarketing model in five-star hotels in Turkey.Therefore, relationship marketing developed model of Shammout in 2007 is selected. There quired data were collected through questionnaire and structural equation modeling (AMOS) was used for data analysis.The results showed that all relationship bonds except financial bonds by influencing the emotions and relationship quality can lead to customer loyalty. Finally, the Shammout model was approved.
Keywords
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