GSM sektöründe müşteri sadakatinin önemi: İstanbul ili Küçükçekmece bölgesine yönelik bir uygulama
Küçük Resim Yok
Tarih
2015
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Beykent Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu çalışmanın amacı müşteri sadakatinin önemini ve sadakati yaratırken şirketlerin uyguladığı stratejileri incelemek ve Türk İletişim Sektöründe sadakati yaratan faktörleri aydınlatmaktır. İlk odak noktası, yönetici bakış açısından müşteri sadakati programlarının etkileri, sadakat için uygulanan stratejileri araştırmak ve hem yönetici hem müşteri bakış açısından sadakati oluşturan faktörleri test etmekti. Araştırmada birincil verileri yöneticilerle yapılan görüşmeler sonucu yarı yapılı mülakatlar ve müşteriler ile yapılan anket sonucu elde edilmiştir. Bulgular müşteri korumanın müşteri edinmek isteyen ve rekabet avantajı ve sürdürülebilir karlılık hedefleyen, müşteriler ile iyi ilişkiler kuran şirketler için çok önemli olduğunu ortaya çıkarmıştır. Ayrıca müşteri korumanın en önemli elemanı olan sadakate direk ya da doğrudan etki eden faktörlerin olduğu, bu faktörlerin etkisi de belirlenmiştir. Anahtar Kelimeler : Gsm Sektörü, Müşteri Sadakati, Müşteri İlişkileri Yönetimi
The aim of this research was to identify the customer loyalty and describe the strategies and tools of the companies while creating customer loyalty in Turkish GSM Industry. The first milestone was to discuss the strategies used by companies that create customer loyalty. After illuminating these strategies, the tools used to build good relationships which lead to loyalty were examined. Finally, the factors of loyalty were discussed. Secondary research was made to illuminate the topic and then primary research was conducted to both managers and customers in Turkish GSM sector. Interviews were done to managers in different companies in Turkey and managerial perception was added to results and discussion while customer perception was obtained from surveys made in online platform and various statistical analyses. Results showed that customer retention is of outmost value for companies in telecom sector. Key Words : Gsm Sector, Customer Loyalty,Customer Relationship Management
The aim of this research was to identify the customer loyalty and describe the strategies and tools of the companies while creating customer loyalty in Turkish GSM Industry. The first milestone was to discuss the strategies used by companies that create customer loyalty. After illuminating these strategies, the tools used to build good relationships which lead to loyalty were examined. Finally, the factors of loyalty were discussed. Secondary research was made to illuminate the topic and then primary research was conducted to both managers and customers in Turkish GSM sector. Interviews were done to managers in different companies in Turkey and managerial perception was added to results and discussion while customer perception was obtained from surveys made in online platform and various statistical analyses. Results showed that customer retention is of outmost value for companies in telecom sector. Key Words : Gsm Sector, Customer Loyalty,Customer Relationship Management
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
