İşletmelerin pazarlama faaliyetlerinde müşteri ilişkileri yönetimi’nin önem kazanması ve bir uygulama
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Dosyalar
Tarih
2016
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Trakya Üniversitesi Sosyal Bilimler Enstitüsü
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu çalışmanın hazırlanması aşamasında konu ile ilgili olarak yerli ve yabancı literatürde yer alan bilgiler, araştırmalar taranmış ve anket çalışması yapılarak sonucun da elde edilen verilerle konu hakkında yorum yapılmak suretiyle, öneriler getirilmiştir. İnsanlığın var oluşuyla başlayan ticaret, merkezine mihenk taşı olarak müşteriyi oturtmuştur. Sonuçta müşteri olmazsa ticaret faaliyeti olmaz. Görüldüğü üzere ticaret ve pazarlama faaliyetlerinde ana merkeze oturtulan müşterinin önem kazanmasıyla birlikte onu memnun edecek, malı almasını sağlayacak, firmaya rekabet üstünlüğü getirecek mekanizmanın da kendini yenilemesi gerektiğinin ortaya çıkmasıyla müşteri ilişkileri yönetimi (CRM) bir yönetim felsefesi olarak en ön safta yerini almıştır. Sonuçta firmanızı geleceğe taşımak istiyorsanız memnun ve sadık müşterilere ihtiyacınız vardır. Bu bağlamda yapılan çalışma doğrultusunda bir kooperatif kuruluşu olan Trakya Birlik firmasının bağlı kooperatif bölgelerindeki müşterilerine anket çalışması uygulanmış, 222 üye anketi cevaplamış elde edilen veriler, yüzdelik analizlerle tablolara aktarılmış, araştırma ile elde edilen verilerin sonucunda hizmet verenler ile hizmetin kalitesinin müşteri nezdinde oldukça tatmin edici olduğu ortaya çıkmıştır. Araştırma bize teklif verme ve geri dönüş yeteneği ile yeniliklerin yakından takip edilmesi hususlarında biraz daha gayret gösterilmesinin yanı sıra özellikle ve öncelikli olarak fiyat politikasının gözden geçirilmesi gerektiğini göstermiştir.
abstract
During the preparation of this study, the information and researches available in local and foreign literature pertaining to the subject have been explored, survey studies have been contucted and recommendations have been set forth by making interpretation about the subject through the obtained data. The trading which started by the existence of human being has placed the customer at its center as a cornerstone. İn the end,unless there is customer,there is no trading activity. As it is seen,while the customer is gaining importance,which is placed at the main center of the traiding and marketing activities, and while it is springing that a mechanism must renew itself,which will satisfy the customer and will convince the customer to buy the good, and will bring superiority to the company; the customer relations management (CRM) has taken its place at the forefront as a mana gement philosophy.As a result,if you want to carry your company into future, you need satisfied and loyal customers. İn this context, a survey has been applied to the customers located in the associated cooperative regions of the Turkiye Birlik company, a cooperative enterprise, in accordance with the study conducted, and 222 members have answered the survey and the data obtained have been tabulated with percentage analyses, and as result of the data that are obtained by those serving is quite satisfactory before the customer. The research has shown us that more effort must be exerted on bidding and feedback ability as well as following innovations closely, besides particularly and specially reviewing the pricing policy.
abstract
During the preparation of this study, the information and researches available in local and foreign literature pertaining to the subject have been explored, survey studies have been contucted and recommendations have been set forth by making interpretation about the subject through the obtained data. The trading which started by the existence of human being has placed the customer at its center as a cornerstone. İn the end,unless there is customer,there is no trading activity. As it is seen,while the customer is gaining importance,which is placed at the main center of the traiding and marketing activities, and while it is springing that a mechanism must renew itself,which will satisfy the customer and will convince the customer to buy the good, and will bring superiority to the company; the customer relations management (CRM) has taken its place at the forefront as a mana gement philosophy.As a result,if you want to carry your company into future, you need satisfied and loyal customers. İn this context, a survey has been applied to the customers located in the associated cooperative regions of the Turkiye Birlik company, a cooperative enterprise, in accordance with the study conducted, and 222 members have answered the survey and the data obtained have been tabulated with percentage analyses, and as result of the data that are obtained by those serving is quite satisfactory before the customer. The research has shown us that more effort must be exerted on bidding and feedback ability as well as following innovations closely, besides particularly and specially reviewing the pricing policy.
Açıklama
Anahtar Kelimeler
İşletme, Pazarlama Faaliyeti, Customer, Marketing Activities
