Publication: Bir ilişkisel pazarlama modelinin etkinliğinin ölçülmesinde veri zarflama tekniği uygulaması
Abstract
BİR İLİŞKİSEL PAZARLAMA MODELİNİN ETKİNLİĞİNİN ÖLÇÜLMESİNDE VERİ ZARFLAMA TEKNİĞİ UYGULAMASI Günümüzde teknolojinin gelişmesi ve rekabetin artması ile birlikte ,şirketler müşterilerini elde tutabilmek için rekabetçi iş hayatında ayakta kalabilmenin yollarını aramak zorunda kalmışlardır. İşletmeler, mevcut müşterilerini korumak ve onları daha fazla tanımak şartıyla müşterileriyle kalıcı ve uzun dönemli ilişkiler kurabilir ve rekabet avantajı sağlayabilirler. Bu noktada ,İlişkisel Pazarlama yeni bir pazarlama stratejisi olarak ortaya çıkmaktadır.İlişkisel Pazarlama , müşteriler ile uzun vadeli ve kalıcı ilişkiler geliştirerek, müşteri tatmini sağlamanın yanında yüksek getiri elde etmeyi de amaçlayan yönetsel bir stratejidir.Bu stratejinin altında yatan görüş ise, bir müşteriyle güven ve sadakate dayalı ve uzun vadeli ilişkiler geliştirildiğinde,müşterilerin fiyatlara daha az odaklanacakları ve bu sayede daha karlı ve uzun dönemli satışlar gerçekleştirilebileceğidir. Bu çalışmanın uygulama bölümünde, danışmanlık firması olarak faaliyet gösteren bir şirketin departmanları arası verimlilik katsayıları hesaplanmış ve etkin olmayan departmanların etkinliğini arttırmaya yönelik politikalarına ,ilişkisel pazarlama penceresinden bakılmaya çalışılmıştır.Ülkeler arası etkinlik yıllar bazında ölçülmüş, bu şekilde müşteri tatmini açısından en etkin olan ülkelerin yılar bazında etkinliği ve buna etki eden faktörler belirlenmeye çalışılmıştır.
A CASE STUDY FOR DATA ENVELOPMENT ANALYSIS IN MEASUREMENT OF EFFICIENCY OF A RELATIONSHIP MARKETING MODEL In the present day , the companies have been let for looking up the ways of surviving in a compititive business life in order to keep on their customers accompanied by the growing up technologies and increasing the competition . The companies may build a permanent and long term relationships with their customers and have a competition advantage provided that keeping the existing customers up and knowing them much more than they have .At this point the relationship marketing is appeared as a new strategy of marketing. The relationship marketing is a managerial strategy which also aims at getting much more profit beside of causing the customer satisfaction provided that building a long term and permanent relationship with the customers .The idea under this strategy is the long term and more profitable sales are achieved if the long term relation leaning against the trust and commitment are built , the customers can focus on the prices less than they could . IN THE PRACTİCE PHASE OF THİS STUDY , THE CO-EFFİCİENT OF RELATİVE DEPARTMENTAL EFFİCİENCY OF A COMPANY WHİCH HAS OPERATİON AS A CONSULTİNG COMPANY HAS BEEN MEASURED AND THE STRATEGİES WHİCH İS USED FOR İNCREASİNG THE EFFİCİENCY OF İNEFFİCİENT DEPARTMENTS HAVE BEEN İNVESTİGATED THROUGH THE RELATİONSHİP MARKETİNG’S VİEW.THE RELATİVE EFFİCİENCY OF COUNTRİES’ HAS BEEN MEASURED AS PER YEARS AND THE EFFİCİENCY OF MOST EFFİCİENT COUNTRİES İN CONTEX OF CUSTOMER SATİSFACTİON AS PER YEARS AND TRİGGERİNG FACTORS HAVE BEEN EXAMİNED.
A CASE STUDY FOR DATA ENVELOPMENT ANALYSIS IN MEASUREMENT OF EFFICIENCY OF A RELATIONSHIP MARKETING MODEL In the present day , the companies have been let for looking up the ways of surviving in a compititive business life in order to keep on their customers accompanied by the growing up technologies and increasing the competition . The companies may build a permanent and long term relationships with their customers and have a competition advantage provided that keeping the existing customers up and knowing them much more than they have .At this point the relationship marketing is appeared as a new strategy of marketing. The relationship marketing is a managerial strategy which also aims at getting much more profit beside of causing the customer satisfaction provided that building a long term and permanent relationship with the customers .The idea under this strategy is the long term and more profitable sales are achieved if the long term relation leaning against the trust and commitment are built , the customers can focus on the prices less than they could . IN THE PRACTİCE PHASE OF THİS STUDY , THE CO-EFFİCİENT OF RELATİVE DEPARTMENTAL EFFİCİENCY OF A COMPANY WHİCH HAS OPERATİON AS A CONSULTİNG COMPANY HAS BEEN MEASURED AND THE STRATEGİES WHİCH İS USED FOR İNCREASİNG THE EFFİCİENCY OF İNEFFİCİENT DEPARTMENTS HAVE BEEN İNVESTİGATED THROUGH THE RELATİONSHİP MARKETİNG’S VİEW.THE RELATİVE EFFİCİENCY OF COUNTRİES’ HAS BEEN MEASURED AS PER YEARS AND THE EFFİCİENCY OF MOST EFFİCİENT COUNTRİES İN CONTEX OF CUSTOMER SATİSFACTİON AS PER YEARS AND TRİGGERİNG FACTORS HAVE BEEN EXAMİNED.