Publication: Müşterinin elde tutulmasında firma değiştirme engellerinin incelenmesi ve cep telefonu operatörlerine yönelik bir araştırma
Abstract
Ürün odaklı pazarlama anlayışının yerini müşteri odaklı pazarlama anlayışının alması ile birlikte firmalar için önemli olan amaç, müşteri memnuniyetini sağlayarak kar elde etmek olmuştur. Global rekabetle başa çıkmaya çalışan firmalar için; müşteri memnuniyetini sağlama, müşteri sadakati yaratma ve müşteriyi elde tutma çabaları, başarılması gereken unsurlar haline gelmiştir. Firmalar, müşterileri elde tutabilmek için çeşitli stratejiler uygulamaktadırlar. Müşterilerin, mal veya hizmet satın aldığı firmayı / markayı değiştirmesini zorlaştıran veya maliyetli hale getiren firma değiştirme engelleri, müşteriyi elde tutma çabaları içerisinde yer almaktadır. İlişkisel pazarlamada, Müşteri İlişkileri Yönetiminde amaç, mevcut müşteri tabanını elde tutarak yeni müşteriler kazanmak ve karlılığı arttırmaktır. Bu amaçla gerçekleştirilen pazarlama çabalarının ortak amacı müşterilerin başka bir firmaya ya da markaya geçmelerine engel olmaktır. Dolayısı ile firmaların bu çabalarla yaratmak istedikleri aslında firma veya marka değiştirme engelleridir. Örneğin, etkili bir satış sonrası hizmet, firma ile kurulan güvene dayalı ilişkiler müşterilerin o firmada kalmalarını sağlayabilmekte ve müşteriler tarafından bir firma değiştirme engeli olarak algılanabilmektedir. Bu çalışmanın temel amacı; ilişkisel pazarlamanın odak noktası olan müşteriyi elde tutmada, diğer yöntemlere nazaran daha az önem verilen firma değiştirme engellerinin cep telefonu operatörleri pazarında incelenmesidir.
When customer oriented marketing concept has taken place of the product oriented marketing concept, the important objective of the companies has become to obtain profit by providing customer satisfaction. For the companies which try to cope with the global competition; providing customer satisfaction, creating customer loyalty and the efforts of customer retention have become the elements which have to be accomlished. Companies are applying various alternatives in order to retain customers. Company switching barriers which make it more costly or diffucult to change company/ brand from which the customers purchase product or service, are taking place within the customer retention effforts. The objective in relationship marketing, in customer relationship management is to increase profitability and to acquire new customer by keeping the present buyers. The common objective of the marketing efforts which are realized for the purpose is to prevent the customer to switch to another company or brand. Therefore, the tings which the companies try to create with those efforts are, in fact, company or brand switching barriers. For example, an efficient after sales service, relations based on trust with the company and may be percieved by the customers as a switching barrier. The basic objective of this study is to examine the switching barriers in the mobile phone (GSM) market, to which-to the company switching barriers- less importance is given in comparison to the other methods in customer retention which is the focus point of the relationship marketing.
When customer oriented marketing concept has taken place of the product oriented marketing concept, the important objective of the companies has become to obtain profit by providing customer satisfaction. For the companies which try to cope with the global competition; providing customer satisfaction, creating customer loyalty and the efforts of customer retention have become the elements which have to be accomlished. Companies are applying various alternatives in order to retain customers. Company switching barriers which make it more costly or diffucult to change company/ brand from which the customers purchase product or service, are taking place within the customer retention effforts. The objective in relationship marketing, in customer relationship management is to increase profitability and to acquire new customer by keeping the present buyers. The common objective of the marketing efforts which are realized for the purpose is to prevent the customer to switch to another company or brand. Therefore, the tings which the companies try to create with those efforts are, in fact, company or brand switching barriers. For example, an efficient after sales service, relations based on trust with the company and may be percieved by the customers as a switching barrier. The basic objective of this study is to examine the switching barriers in the mobile phone (GSM) market, to which-to the company switching barriers- less importance is given in comparison to the other methods in customer retention which is the focus point of the relationship marketing.