Özet:

The aim of the research is to determine relational marketing awareness and practices by the companies operating in the service sector. In this context, interviews were made with the business owners / managers operating in eight different service areas. According to the participants of the research, the customer; It is expressed as money, collateral, reason for existence and future. Relational marketing refers to customer loyalty, satisfaction, preference, continuity of the business, new customer, success, continuity, positive advertisement and warm relationship. The most applied strategies to retain their existing customers are to offer payment facilities, to visit the workplace, to conduct customer needs analysis, to respect, keep staff turnover low, discount and campaign, transparent and continuous communication with the customer, to provide quality service, an innovative understanding adoption, employing qualified personnel, creating corporate culture and trust.

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