THE INFLUENCE OF RELATIONSHIP MARKETING ON CUSTOMER LOYALTY EVALUATION OF SHAMMOUT’S MODEL
Increased competition, dynamism and complexity of the environment, highlighted private sector, growth of customer expectations and the emergence of new innovations in the service industry in Turkey, has caused major changes in firms alattitude towards the customer and has informed them about importa...
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| Autores principales: | , , |
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| Formato: | article |
| Lenguaje: | DE EN FR TR |
| Publicado: |
Fırat University
2020
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/c3aea008babf46adb662d4e779220e47 |
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| Sumario: | Increased competition, dynamism and complexity of the environment, highlighted private sector, growth of customer expectations and the emergence of new innovations in the service industry in Turkey, has caused major changes in firms alattitude towards the customer and has informed them about importance of customer. Issue of preservation and increase customer loyalty considered as a strategic challenge for companies. Companies use the guidance of relational marketing to find solutions to the issue of finding customers and making them sustainable. Relationship marketing approaches can limits dissatisfied customers and increases loyal customers. Researchers have adopted the following principles in conceptualizing relationship marketing: First of all, firms should strengthen their relations with customers and suppliers, in other words, they should consider the importance of not only trading but also creating communication. Second, they should focus on maximizing the value customers expect. Finally, they should focus on developing and strengthening relationships with customers and suppliers, the impact of effective people and internal marketing. In the study, the relational marketing tools required to provide customer satisfaction in the hospitality industry and to keep the customers in the long term as a result of the satisfaction were discussed. This research evaluates relationshipmarketing model in five-star hotels in Turkey.Therefore, relationship marketing developed model of Shammout in 2007 is selected. There quired data were collected through questionnaire and structural equation modeling (AMOS) was used for data analysis.The results showed that all relationship bonds except financial bonds by influencing the emotions and relationship quality can lead to customer loyalty. Finally, the Shammout model was approved. |
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