Browsing by Author "Esmer, Soner"

Now showing 1 - 4 of 4

Citation - WoS: 16
Citation - Scopus: 16
An assessment of port and shipping line relationships: the value of relationship marketing
(Routledge info@tandf.co.uk, 2020) Aylin Çalışkan; Soner Esmer; Caliskan, Aylin; Esmer, Soner
Intense competition and continuously changing variables in macro and micro environments compel ports to reinvent themselves and seek ways to gain a competitive advantage. One way to do so is to obtain and retain loyal customers by creating strong bonds and customer satisfaction. This study examined relationship marketing as a tool for developing and sustaining relationships in port businesses. The aim was to investigate if it is worth investing in and conducting a relationship marketing strategy in the port industry specifically for affiliations between container terminals and shipping lines by measuring the effects on customer relationship performance indicators. The findings indicate that ports can achieve positive impacts on customer loyalty satisfaction and word-of-mouth promotion by using social structural and financial relationship marketing tactics. © 2020 Elsevier B.V. All rights reserved.
Citation - WoS: 9
Citation - Scopus: 12
Does it really worth investing in relationship marketing for a port business?
(Elsevier Ltd, 2019) Aylin Çalışkan; Soner Esmer; Caliskan, Aylin; Esmer, Soner
Container terminals have been facing intense competition and continuously changing environment due to some forces such as strategic alliances privatization overlapping hinterlands and global terminal operators. To justify high investment and operation costs and to achieve profitability container terminals must attain satisfactory cargo volumes. Practically physical investments and cooperation among ports are current ways that ports struggle with new forces in the container transportation market. In addition customer loyalty is an important asset for a port to ensure adequate flows. This study investigated the impacts of relationship marketing tactics on container terminals’ financial and non-financial performance indicators. The data was collected from 24 container terminals located in Turkey (134 responses) and analyzed through multilevel structural equation modeling. Based on the results our core conclusion is that the more a port implements relational marketing tactics the higher the quality of the relationship with the customer which then returns to it as the performance of the customer relationship and consequently the financial performance. © 2020 Elsevier B.V. All rights reserved.
Liman Sektörü Özelinde İlişkisel Pazarlama Uygulamaları
(2017) Soner Esmer; Aylin Caliskan; Caliskan, Aylin; Esmer, Soner
Yoğun rekabet homojen hizmetler teknolojik gelişmeler ve müşterilerin ihtiyaç istek ve beklentilerindeki değişmeler liman işletmeleri üzerindeki değişmeye yönelik olan baskıyı artırmaktadır. Bu durumlarda limanların rekabetçi avantaj elde edebilmesi için ilişkisel pazarlama stratejisinin önemi ortaya çıkmaktadır. İlişkisel pazarlama özellikle rakipler arasında hizmet ve fiyatlarında benzerlik olduğunda farklılık yaratıcı değer katmaktadır. Bu çalışmada Türkiye'deki limanların ilişkisel pazarlama faaliyetleri keşfedilmiştir. İlişkisel pazarlamanın temel odağı özel müşterilerle güçlü ilişkiler kurmak olduğu için cevap aranmaya çalışılan ana soru \"Limanlar özel müşterileriyle ilişkilerini nasıl geliştirir ve sürdürür?\" dür. 32 liman pazarlama müdürüne açık uçlu sorular sorulmuş ve cevaplar içerik analiziyle incelenmiştir
Citation - WoS: 4
Social Media Usage Patterns in Port Industry: implications for Port Promotion and Public Relations
(CHAMBER MARINE ENGINEERS, 2018) Aylin Caliskan; Soner Esmer; Caliskan, Aylin; Esmer, Soner
While social media has been penetrating the daily lives of individuals the businesses have started to develop new strategical approaches for using social media tools since they understand the importance of this new area. This study aims to take a step on the gap about social media marketing in the port industry. The focused sample is container ports located in Turkey but to gain more meaningful insights a comparison is also made with the ports of Los Angeles Rotterdam and Antwerp. The post set on Facebook which covers the 8 months' period was analyzed through a social media analytics software and the most attractive topics and engagement levels were determined. It was found that the most attractive posts of ports with high engagement levels do not include any statement image or video about port service infrastructure and superstructure investments or success stories. At the end of the study suggestions are developed by supporting with real cases for ports' social media management.