HİZMET İŞLETMELERİNDE HİZMET KÜLTÜRÜNÜN OLUŞTURULMASINDA İÇSEL PAZARLAMANIN ROLÜ: KRUVAZİYER TURİZMDEN BİR ÖRNEK OLAY

Derya ATLAY IŞIK, A. Güldem CERİT
4.147 1.414

Öz


Özet

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 kruvaziyer gemi hatları olmak üzere gemi acentaları, tur ve seyahat acenteleri, gemi yolcuları ve bölge halkı gibi birbirinden farklı tarafların kalite beklentilerini karşılayarak hizmetlerini sunmaları beklenmektedir. Bu çalışmada kruvaziyer limanlarda içsel pazarlama uygulamasıyla hizmet kültürünün geliştirilmesindeki ilişkiyi incelemek amaçlanmıştır. Bu doğrultuda öncelikle içsel pazarlama ve hizmet kültürü literatürü değerlendirilerek araştırma soruları geliştirilmiştir. Nitel araştırma yöntemlerinden örnek olay uygulaması için etnografik yönteme başvurulmuştur. İlgili örnek olay uygulaması keşifseldir. Etnografik yöntem kapsamında gözlem, yarı-yapılandırılmış görüşme, işletme dokümanlarının incelenmesi gibi veri toplama tekniklerine başvurularak Ege Bölgesinde yer alan bir kruvaziyer liman kapsamında örnek olay geliştirilmiş ve literatüre göre belirlenen kodlamayla oluşturulan temel temalar altında değerlendirilmiştir. Bu araştırma sonucunda sağlanan katkılarda işletmede uygulanan içsel pazarlama yaklaşımının, hizmet kültürünün oluşturulmasındaki yansımalarının değerlendirilmesinin önem taşıdığı saptanmıştır.

Anahtar Kelimeler: İçsel pazarlama, hizmet kültürü, kruvaziyer turizm 

JEL Kodları: M310, L840


Anahtar kelimeler


İçsel pazarlama, hizmet kültürü, kruvaziyer turizm

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Referanslar


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