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iŞLETMELERİN REKABET ÜSTÜNLÜGÜ SAGLAMALARINDA MÜSTERİ DEGERİNİN YARATILMASI: GSM OPERATÖRLERİNİN ÜNİVERSİTE ÖGRENCİLERİNE SUNDUKLARI HİZMET ALGILAMALARINA YÖNELİK BİR DEGERLENDİRME

CREATING CUSTOMER VALUE TO PROVIDE COMPETITIVE ADVANTAGE OF BUSINESSES: AN EVALUATION OF UNIVERSITY STUDENTS PERCEPTIONS OF THE SERVICES OFFERED BY GSM OPERATORS

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Abstract (2. Language): 
Traditional marketing application has left its place to value based marketing that customer focus is essential. Creating customer value enables businesses to obtain competitive advantage and offer different solutions and applications to their customers. Therefore, value based marketing is important for both businesses and customers. Businesses’ aims in value based marketing approach are to produce goods and services which creates customer value by defining their customers and to provide customer satisfaction by creating their marketing strategies and applications on the base of value based marketing. The purpose of this study are to analyse customer value offered by GSM operators for university students, to investigate how this customer value is perceived by GSM operators’ target customers and also to determine the factors effecting customer preferences to choose GSM operators. The results obtained by focus group studies and questionnaires have been discussed and presented with a model approach in this study.
Abstract (Original Language): 
Günümüz pazarlama uygulamalarında geleneksel pazarlama yaklasımlarından, “müsteri odaklı” deger temelli pazarlama yaklasımına geçisle birlikte, isletmelerin müsteri degeri yaratmaları rekabet üstünlügü elde etmelerine, farklı çözüm ve uygulamaları hayata geçirebilmelerine olanak saglamıstır. Bu açıdan deger kavramı, günümüzde isletmeler ve müsteriler açısından oldukça önem kazanan bir kavramdır. Deger temelli pazarlama yaklasımında isletmelerin temel hedefi, müsterilerini tanımlayarak deger yaratan mal ve hizmetleri üretmeleri, uygulayacakları pazarlama stratejilerini ve faaliyetlerini müsteri için deger yaratma temeli üzerine olusturmaları ve bu sekilde müsteri degeri yaratarak müsteri memnuniyeti saglamalarıdır. Bu çalısmada amaç, GSM operatörlerinin üniversite ögrencilerine yönelik olarak yarattıkları müsteri degerlerinin, hedef müsterileri tarafından nasıl algılandıgının incelenmesi ve bu algılamaların sonucunda GSM operatörlerinin tercih edilmesinde etki eden faktörlerin belirlenmesidir. Odak grup çalısmaları ve anket uygulaması sonucunda elde edilen sonuçlar bir model önerisi ile birlikte çalısmada sunulmustur.
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