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EKONOMİK KRİZ DÖNEMLERİNDE MÜŞTERİ MEMNUNİYETİ VE PROAKTİF PAZARLAMA İLİŞKİSİ

RELATIONSHIP BETWEEN CUSTOMER SATISFACTION AND PROACTIVE MARKETING DURING ECONOMIC CRISIS

Journal Name:

  • Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

Publication Year:

  • 2009

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Economic crisis’ that influence firms performance and customer satisfaction are important business periods. All firms do not affected by the economic crisis’ at the same ratio and same manner. Some firms look at economic crisis’ as an advantage and follow proactive marketing strategy through increasing marketing investment in these periods. The best way to increase customer satisfaction in crisis periods is following proactive marketing strategy. The proactive marketing thought is determined by the factors that giving strategic importance on marketing, characteristic of entrepreneurial culture, free usable resource and impact degree of economic crisis. In this research, the effect of proactive marketing thought and its determinants on customer satisfaction was analyzed with results of questionnaire that applied on 261 firms manager and tested with structural equation model. As a result of test it was found that test was accomodated well as a whole and the eight hypothesis that proposed were accepted. According to the results that obtained, it was found that proactive marketing thought and its determinant are important factors that affect customer satisfaction.
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Abstract (Original Language): 
Ekonomik krizler firmaların performanslarını dolayısıyla da müşteri memnuniyetlerini etkileyen önemli iş dönemleridir. Her firma ekonomik krizden aynı oranda ve aynı şekilde etkilenmez. Bazı firmalar ekonomik krizleri kendileri için fırsat olarak görüp, bu dönemlerde pazarlama yatırımlarını artırarak proaktif pazarlama stratejisi izlerler. Kriz dönemlerinde müşteri memnuniyetini artırmanın en iyi yolu da proaktif pazarlama anlayışını izlemektir. Proaktif pazarlama anlayışı ise pazarlamaya stratejik düzeyde önem verme, girişimci kültür özelliği, kullanılabilir serbest kaynaklar ve ekonomik krizin derecesi faktörleri tarafından belirlenir. Bu araştırmada proaktif pazarlama anlayışı ve belirleyicilerinin müşteri memnuniyeti üzerine olan etkisi bir model dahilinde 261 firma yöneticisiyle yapılan anket sonuçları ile yapısal eşitlik modeli kullanılarak test edilmiştir. Test sonucunda modelin bir bütün olarak iyi uyum sağladığı bulunmuş ayrıca ileri sürülen sekiz hipotez de kabul edilmiştir. Elde edilen sonuca göre ekonomik kriz dönemlerinde proaktif pazarlama anlayışı ve belirleyicilerinin müşteri memnuniyetini etkileyen önemli faktörler olduğu tespit edilmiştir.
FULL TEXT (PDF): 
PDF icon arastirmax-ekonomik-kriz-donemlerinde-musteri-memnuniyeti-proaktif-pazarlama-iliskisi.pdf
  • 32
153-171
  • Turkish

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