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Küreselleşme, artan rekabet, bilgi ve iletişim teknolojilerindeki gelişmeler, değişen müşteri profili, müşterilerin hizmet kalitesi ve memnuniyet beklentileri gibi faktörler, işletmeleri değişen çağa ayak uydurmak zorunda bırakmıştır. Bu bakımdan daha fazla pazar payı elde edebilmek, finansal kazanç sağlamak, rekabet üstünlüğü kazanmak, mevcut müşterileri elde tutmak, yeni müşteriler kazanmak ve sadık müşteri portföyü oluşturmak isteyen işletmeler, ilişkisel pazarlama uygulamalarına yönelmiştir. İlişkisel pazarlama; müşterilerle uzun dönemli karşılıklı ve karlı ilişkiler kurmayı hedefleyen bir modern pazarlama yaklaşımıdır. Bu çalışmanın amacı; 2000-2016 yılları arasında ilişkisel pazarlama konusunda Türkiye’de yapılmış olan yüksek lisans ve doktora tez profillerini incelemektir. Bu kapsamda toplam 37 tez; yıl, tür, bilim dalı, sektör, üniversite, araştırma-veri toplama-örnekleme ve analiz yöntemleri, örneklem hacmi ve en fazla kullanılan değişkenler açısından içerik analizi yöntemi kullanılarak incelenmiştir. Tezlere ait frekans ve yüzdelerin hesaplanmasında Microsoft Excel 2010 ofis programı kullanılmış ve elde edilen bulgular tablolar halinde sunulmuştur.
the developments in globalization increasing competitive knowledge and communication technologies have changed the customer profile customers have to keep pace with changing age factors such as quality of service and satisfaction expectations. the aim of this study is a modern marketing approach that aims to build long-term mutual and profitable relationships with relationships customers who want to gain new customers and create a loyal customer portfolio, to achieve competitive superiority, to achieve existing customers and to gain new customers and to gain new customers and to gain new customers, and to evaluate their research and research practices in the context of more than 37 percent of this study was presented in the scope of the research and research methods used by using the most popular research methods of the research programs in terms of the research sector
Factors such as globalization, increasing competition, developments in information and communication technologies, changing customer profile, customer service quality and satisfaction expectations have forced businesses to keep pace with the changing era. In this respect, businesses that want to gain more market share, increase their financial profit, gain competitive advantage, retain existing customers, acquire new customers and create a loyal customer portfolio have turned to relational marketing applications. Relational marketing is a modern marketing approach that aimed at building long-lasting mutual and profitable relationships with customers. The aim of this study is to investigation profiles of master and PHd thesis being executed about relationship marketing between 2000-2016 years in Turkey. In this scope, a total of 37 theses were analyzed by means of content analysis in terms of year, kind, science area, sector, university, research-data collection-sampling and analysis methods, sample volume and most used variables. Microsoft Excel 2010 office program was used to calculate of frequency and percentages of the theses and the findings were presented on the tables.
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