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PERAKENDE YÖNETİMİNDE MÜŞTERİ VE MARKA SADAKATİ OLUŞTURMADA İLİŞKİSEL PAZARLAMA YAKLAŞIMI VE STRATEJİLERİ

THE RELATIONSHIP MARKETING APPROACH AND STRATEGIES IN RETAILING MANAGEMENT TO CONSTITUTE CUSTOMER AND BRAND LOYALTY

Journal Name:

  • Deniz Harp Okulu Deniz Bilimleri ve Mühendisliği Dergisi

Publication Year:

  • 2010

Key Words:

Keywords (Original Language):

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Abstract (2. Language): 
Nowadays it is unavoidable for companies to create customer and brand satisfaction. The economic crisis and decreasing purchase potential enforced companies to develop new marketing strategies. In this context the concept of relationship marketing comes to the fore. Thanks to fast developments in technology, companies can follow customers shopping intervals and their shopping list and by this means, they make different applications to form loyal customer. In this study, relationship marketing approach has been analyzed to constitute customer and brand loyalty and interrelations among those concepts have been explained theorically.
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Abstract (Original Language): 
Günümüzde müşteri ve marka sadakati oluşturmak işletmeler için olmazsa olmaz bir hal almaya başlamıştır. Yaşanan global ekonomik krizler ve azalan alım gücü etkisi, şirketleri yeni pazarlama stratejileri geliştirmeye itmektedir. Bu kapsamda, ilişkisel pazarlama yaklaşımı ön plana çıkmaktadır. Teknolojinin hızlı gelişimi ile birlikte artık şirketler müşterilerinin alışveriş sıklıklarını ve aldıkları ürünleri güncel olarak takip edebilmektedirler. Bu sayede sadık müşteri oluşturmak üzere çeşitli uygulamalar yapmaktadırlar. Bu makalede, müşteri ve marka sadakati oluşturmada ilişkisel pazarlama yaklaşımı ele alınmış ve aralarındaki ilişkiler teorik olarak açıklanmaya çalışılmıştır.
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  • 1
15-26
  • English

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