期刊名称：Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
电子版ISSN：2564-6931
出版年度：2015
卷号：8
期号：2
DOI：10.25287/ohuiibf.211544
语种：English
出版社：Ömer Halisdemir Üniversitesi
摘要：Level of internal marketing pract ices for service businesses is perceived as an important indicator of the service quality. Serv ice culture is another source of service quality which a ims to be service oriented. Cruise ports provide services to meet the quality e xpectations of the different parties such as cruise ship lines,ship agencies,tour and travel agencies,ship passengers and community. In this study,it has been aimed to determine the re lationship of the internal ma rket ing applications at cruise ports in the development of service culture. In this respect,research questions have been developed through evaluation of the literature on internal marketing and service culture. An e xploratory study has been performed through a qualitative research and ethnographic case study method has been applied. Within the scope of the ethnographic method,observation,semi -structured interviews,e xa mination of documents have been used as data collection techniques. The case study has been developed within a c ruise port located in the Aegean Region and the results have been evaluated under the basic themes created by encoding the findings. The contribution of this research e mphasizes that it is important to evaluate the internal marketing approach of companies and the resulting reflections on creation of the ir service culture.
其他摘要：Hizmet işletmeleri için içsel pazarlama uygulamalarının düzeyi hizmet kalitesinin önemli bir göstergesi olarak algılanmaktadır. Hizmet kültürü ise hizmet yönlülüğü amaçlayan diğer bir hizmet kalitesi kaynağıdır. Kruvaziyer liman işletmelerinin başta kruva
关键词：internal marketing; service culture; cruise tourism
其他关键词：İçsel pazarlama; hizmet kültürü; kruvaziyer turizm
