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HİZMET İŞLETMELERİNDE HİZMET KÜLTÜRÜNÜN OLUŞTURULMASINDA İÇSEL PAZARLAMANIN ROLÜ: KRUVAZİYER TURİZMDEN BİR ÖRNEK OLAY

THE ROLE OF INTERNAL MARKETING ON CREA TING SER VICE CUL TURE A T SER VICE B USINESSES: A CASE STUDY FROM CR UISE TOURISM

Journal Name:

  • Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

Publication Year:

  • 2015

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Level of internal marketing practices for service businesses is perceived as an important indicator of the service quality. Service culture is another source of service quality which aims to be service oriented. Cruise ports provide services to meet the quality expectations of the different parties such as cruise ship lines, ship agencies, tour and travel agencies, ship passengers and community. In this study, it has been aimed to determine the relationship of the internal marketing applications at cruise ports in the development of service culture. In this respect, research questions have been developed through evaluation of the literature on internal marketing and service culture. An exploratory study has been performed through a qualitative research and ethnographic case study method has been applied. Within the scope of the ethnographic method, observation, semi-structured interviews, examination of documents have been used as data collection techniques. The case study has been developed within a cruise port located in the Aegean Region and the results have been evaluated under the basic themes created by encoding the findings. The contribution of this research emphasizes that it is important to evaluate the internal marketing approach of companies and the resulting reflections on creation of their service culture.
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Abstract (Original Language): 
Hizmet işletmeleri için içsel pazarlama uygulamalarının düzeyi hizmet kalitesinin önemli bir göstergesi olarak algılanmaktadır. Hizmet kültürü ise hizmet yönlülüğü amaçlayan diğer bir hizmet kalitesi kaynağıdır. Kruvaziyer liman işletmelerinin başta kruvaziyer gemi hatları olmak üzere gemi acent eleri, tur ve seyahat acenteleri, gemi yolcuları ve bölge halkı gibi birbirinden farklı tarafların kalite beklentilerini karşılayarak hizmetlerini sunmaları beklenmektedir. Bu çalışmada kruvaziyer limanlarda içsel pazarlama uygulamasıyla hizmet kültürünün geliştirilmesindeki ilişkiyi incelemek amaçlanmıştır. Bu doğrultuda öncelikle içsel pazarlama ve hizmet kültürü literatürü değerlendirilerek araştırma soruları geliştirilmiştir. Nitel araştırma yöntemlerinden örnek olay uygulaması için etnografik yönteme başvurulmuştur. İlgili örnek olay uygulaması keşifseldir. Etnografik yöntem kapsamında gözlem, yarı-yapılandırılmış görüşme, işletme dokümanlarının incelenmesi gibi veri toplama tekniklerine başvurularak Ege Bölgesinde yer alan bir kruvaziyer liman kapsamında örnek olay geliştirilmiş ve literatüre göre belirlenen kodlamayla oluşturulan temel temalar altında değerlendirilmiştir. Bu araştırma sonucunda sağlanan katkılarda işletmede uygulanan içsel pazarlama yaklaşımının, hizmet kültürünün oluşturulmasındaki yansımalarının değerlendirilmesinin önem taşıdığı saptanmıştır.
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