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Journals / Anadolu Üniversitesi Sosyal Bilimler Dergisi / 2013 / Cilt: 13 - Sayı: 1

Effect of relationship marketing applications on re-purchasing intention, advising intention and satisfaction in marina management

Marina işletmeciliğinde ilişkisel pazarlama uygulamalarının tekrar satın alma niyeti, tavsiye etme niyeti ve memnuniyet üzerindeki etkisi

Erdal ARLI
Pages
61–75
Publication Date
2022-10-11
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

By the results of research analysis, it was identified that relationship marketing applications had effect on repreferring intention and advising intention.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Developments occurring in marina business in our country in recent years, increase in number of marinas and binding capacities increase the competition between the establishments and they apply several methods for holding their existing customers and for establishing long term relations.
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Key Findings & Data:In order to achieve this objective, a face-to-face survey was executed with 78 customers of a marina establishment operating in Antalya Area, and the data was analyzed with SPSS package program.
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Conclusion & Impact:By the results of research analysis, it was identified that relationship marketing applications had effect on repreferring intention and advising intention.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Developments occurring in marina business in our country in recent years, increase in number of marinas and binding capacities increase the competition between the establishments and they apply several methods for holding their existing customers and for establishing long term relations. Objective of this research is to find out whether relationship marketing applications in marina establishments have any effect on re-purchasing intention level, advising intention level and satisfaction level from the management, and make contributions and suggestions that will guide the marina managers on this subject. In order to achieve this objective, a face-to-face survey was executed with 78 customers of a marina establishment operating in Antalya Area, and the data was analyzed with SPSS package program. By the results of research analysis, it was identified that relationship marketing applications had effect on repreferring intention and advising intention.

Özet

Marina işletmeleri deniz turizm alanında faaliyet gösteren hizmet işletmeleridir. Son yıllarda ülkemizde marinacılık alanında meydana gelen gelişmeler, marina sayılarının ve bağlama kapasitelerinin artışı, işletmeler arasındaki rekabeti arttırmakta ve marina yöneticileri mevcut müşterilerini elde tutmak ve uzun dönemli ilişkiler kurmak için birtakım yöntemler uygulamaktadırlar. Bu araştırmanın amacı, marina işletmelerinde ilişkisel pazarlama uygulamalarının tekrar satın alma niyeti, tavsiye etme niyeti ve yönetimden memnuniyet düzeyi üzerinde bir etkisinin bulunup bulunmadığı belirlemek ve marina yöneticilerine bu konuda yol gösterecek katkı ve önerilerde bulunmaktır. Bu amacı gerçekleştirmek üzere Antalya Bölgesinde faaliyet gösteren bir marina işletmesinin 78 müşterisine yüz yüze anket uygulaması gerçekleştirilmiş ve veriler SPSS paket programıyla analiz edilmiştir. Araştırma sonuçlarında, marina işletmelerinde ilişkisel pazarlama uygulamalarının tekrar tercih etme, tavsiye etme niyeti üzerinde etkisinin olduğu belirlenmiştir.

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Cite This Article

ARLI, E. (2022). Effect of relationship marketing applications on re-purchasing intention, advising intention and satisfaction in marina management. Anadolu Üniversitesi Sosyal Bilimler Dergisi, Cilt: 13 - Sayı: 1, 61–75. https://ajindex.com/articles/439151

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