Abstract:

The aim of the study is to reveal what measures the business operating in the housing sector under the marketing efforts of the "Customer Relationship Management" is taking. In this context, 353 Russian tourists who have arrived in Turkey, who have previously been in Turkey or who have not arrived in Turkey because of the crisis, but who want to come in Turkey and Russia, have been discussed in Turkey and Russia. In the interview, the information was collected through the survey. It has been concluded that, regardless of the cause of the crisis, especially tourists intend to continue their holiday habits, according to demographic characteristics, the approaches are different. Method - In the study, it is built on quantum data collection. Nicel research has different forms. In the framework of this research, the detective correlational research method has been implemented and according to this, the survey has been implemented through the scale created in order to reveal the levels of impact from the practices of customer relations implemented by the accommodation companies in Turkey during this crisis process of Russian tourists settled in Russia, who have come to or want to come to Turkey. The SPSS 21 package program is used to determine what the differences between the variables are, whether the difference between the observed and expected frequencies is meaningful or not. The findings - According to the findings obtained in the study, the crisis process called "Aircraft Crisis" has seriously changed the way and process of tourists arriving in Turkey. The study focused on whether demographic variables create differences in their relationship with the subvariables in their customer relationship practices. Especially, it appears that all demographic variables create differences in the process of "winning the customer". Another important conclusion is that the type of institution in which Russian tourists work (public/private sector) makes a difference between the subvariants of customer relations practices. Discussions - In times of crisis, there have been differences between the "customer holding" subvariant, which is one of the subtitles of hotel business's customer relationship management, and all the demographic variants included in the entire research section. In other words, gender, educational status, employed institution and civil status create different perceptions in customers in customer holding practices. This situation is similar to many of the studies that the literature predicts. It seems easier to attract the customer to the business than to win the customer and deepen his loyalty. This situation, which is outside of crisis situations, also preserves its validity in crises. A remarkable result is that customers have a significant difference in the entire subdimensional customer relationships between the organization and the company they work. The fact that customers are working in public institutions here creates perception differences among the private sector employees. The political crisis in the workplace is a political crisis. In literature, the causes of crises are such as economic, legal, international or natural disasters. Therefore, according to the causes of the crisis in question and the sector in which the research is carried out, it is normal that the practices of customer relationships are different. Researchers need to review the subvariants to take into account these variables as well.

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