Özet:

In the context of relational marketing, the study focused on the business relationship that freelancer’s graphic designers usually establish while making special designs for their customers' orders. It has been tried to measure how the work performance of graphic designers while producing their works is affected by the quality of trust, commitment and relationship they have established with their customers. Today, many business lines that are face to face with technology are moving to the digital world. Due to the nature of the way it works, the graphic design business made this transition earlier. Graphic designers are a professional group that works by combining bespoke design with the originality of art. Although the products they reveal are digital, the relationship they establish with the customer is strong and meaningful because they make bespoke designs. The aim of the research is to reveal the relationship of this professional group, which makes custom digital design, with the customer, in the context of relational marketing. In the study, a literature-based model was developed to answer the research questions. Quantitative research method was used and questionnaire was preferred as data collection technique. 353 people participated in the survey, and the hypotheses established according to the results of the survey were supported.

Anahtar Kelimeler: