Liman Sektörü Özelinde İlişkisel Pazarlama Uygulamaları
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Date
2017
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Abstract
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
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Denizcilik-İşletme, İşletme, Denizcilik
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Source
Journal of Eta Maritime Science
Volume
5
Issue
2
Start Page
202
End Page
216
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