标题：HİZMET PAZARLAMASINDA MÜŞTERİ MEMNUNİYETİ VE ULAŞTIRMA SEKTÖRÜ ÜZERİNDE BİR UYGULAMA = CUSTOMER SATISFACTION IN THE MARKETING OF SERVICES AND ITS APPLICATION
出版社：Ege University, Faculty of Economics and Administrative Sciences
摘要：In parallel to the fast developments in the technology, mobilization of the information, globalization and increasing fierce competition, it gets more and more difficult for the companies to sustain commercial viability. In this globalization process, all companies go through fundamental changes in order to increase their global market share and to retain their existence. Companies, operating under fierce competition, searches for new practices from production process to after-sales services in order to adapt to the fast-changing and ever-evolving conditions. These changes also affect the service industry, which experiences a developing and increasing trend. The service concept is analyzed in detail, its intangibility is pointed out and its difference and importance in the marketing process is noted. Customer satisfaction is defined and the importance of the customer satisfaction for a company is discussed in the this part of the study. Due to the nature of the service, its concurrent consumption is fundamental. Consequently, the level of customer satisfaction can be observed right after the consumption of services. In relation to this point, a detailed elaboration of the marketing of services and the marketing mix. Factors affecting the customer satisfaction, the methods to create customer satisfaction and the importance of the service industry in today’s world follows next are discussed in the study. And then a survey is conducted to measure the customer satisfaction in a service industry. Satisfaction levels and expectations of the customers purchasing a specific service are analyzed.
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