Publication: Doğrudan pazarlamada müşteri memnuniyetinin incelenmesi ve bir uygulama
Abstract
DOĞRUDAN PAZARLAMADA MÜŞTERİ MEMNUNİYETİNİN İNCELENMESİ VE BİR UYGULAMA Ürün odaklı pazarlama stratejileri değişen sosyo-ekonomik koşullar çerçevesinde yerini müşteri temelli pazarlama anlayışına bırakmıştır. İstek ve beklentilerin farklılaşması ve bu farklılığın müşteri taleplerini etkiliyor olması işletmelerin satış ve pazarlama yöntemlerinde müşteriye dönük stratejiler geliştirmesine neden olmuştur. Bu doğrultuda artan rekabet ortamında işletmeler müşteriye aracısız ve en kısa yoldan ulaşabilecekleri yeni pazarlama yöntemlerine başvurmuşlardır. Müşteri memnuniyetinin sağlanmasına yönelik gerekli tabanların oluşturulduğu bu yeni yöntemler içerisinde en etkililerinden biri olarak Doğrudan Pazarlama gösterilebilir. Doğrudan Pazarlamada müşteri memnuniyetinin incelendiği bu çalışmada doğrudan pazarlamanın zamandan tasarruf sağlaması, kolay erişim ve kişiye özel sunum seçeneklerinin tüketiciler üzerinde olumlu etkiler bıraktığı görülmüştür. Hızlı, kolay ve birebir müşteriye dönük hizmet sunuyor olması doğrudan pazarlamanın ilerleyen zamanlarda daha çok tercih edilmesini sağlayan unsurlar olarak sıralanabilir. Müşteri memnuniyetini hedefleyen doğru stratejiler ile doğrudan pazarlamanın diğer pazarlama yöntemleri arasındaki yerini sağlamlaştırması beklenebilmektedir.
EXAMINATION OF CUSTOMER SATISFACTION IN DIRECT MARKETING AND AN APPLICATION Product centered marketing strategies have been replaced by customer centered concept of marketing in view of the changing socio-economic conditions. Differentiation of desires and expectations and the fact that these differences affect customer's demands have led the enterprises develope strategies oriented towards the customer in their sales and marketing methods. In this spirit; the enterprises had recourse to new marketing methods which would enable them to contact the customer without any intermediaries and in the shortest way possible in a world of increasing competition. Direct Marketing may be shown as one of the most influential methods among these new methods which ensure the basis required for creating customer satisfaction. In this study in which the customer satisfaction in Direct Marketing is examined, it has been observed that such advantages of direct marketing like saving time, easy access and offers tailored to the individual needs have made a positive impression on the consumers. Rapid, easy and directly personal service offered by direct marketing is likely to be factors that will help it to be preferred by increasing number of consumers during the course of time.
EXAMINATION OF CUSTOMER SATISFACTION IN DIRECT MARKETING AND AN APPLICATION Product centered marketing strategies have been replaced by customer centered concept of marketing in view of the changing socio-economic conditions. Differentiation of desires and expectations and the fact that these differences affect customer's demands have led the enterprises develope strategies oriented towards the customer in their sales and marketing methods. In this spirit; the enterprises had recourse to new marketing methods which would enable them to contact the customer without any intermediaries and in the shortest way possible in a world of increasing competition. Direct Marketing may be shown as one of the most influential methods among these new methods which ensure the basis required for creating customer satisfaction. In this study in which the customer satisfaction in Direct Marketing is examined, it has been observed that such advantages of direct marketing like saving time, easy access and offers tailored to the individual needs have made a positive impression on the consumers. Rapid, easy and directly personal service offered by direct marketing is likely to be factors that will help it to be preferred by increasing number of consumers during the course of time.