文章基本信息

标题：An Emprıcal Study Intend to Evaluatıon of the Service Presenting By The Groups of Accountancy Profession Towards The Relatıonship Marketıng Percept of Customers
其他标题：Muhasebe Meslek Mensuplarının Sundukları Hizmetin Müşteri Tarafından İlişkisel Pazarlama Anlayışı Doğrultusunda Değerlendirilmesine Yönelik Ampirik Bir Çalışma
本地全文：下载
作者：Yusuf KAYA ; Serkan ÖZDEMİR
期刊名称：İşletme Araştırmaları Dergisi
印刷版ISSN：1309-0712
出版年度：2014
卷号：6
期号：4
DOI：10.20491/isader.2014415934
语种：English
出版社：Isarder
摘要：The concept of relationship marketing,which the companies operating in service industry adopted from past to present,but the scientific foundations of which have been laid in the last thirty years,stand out with its failure due to the increasing conditions of competition of traditional sense of marketing. The increasing number of members of accounting profession in Turkey has complicated the conditions of survival in this profession. Accordingly,it has been obligatory for the members of the profession to renew and diversify their existing marketing sense. In this study,it was put forward which factors had an impact on customers to prefer the members of accounting profession,and if these factors had a relationship with relations marketing. In the survey study whih was conducted on 755 business managers that purchased accounting service defined via convenience sampling method in Denizli region,it was questioned why they worked with the members of the profession,why they preferred them and to which points they paid attention in selection. The data were subjected to factor analysis in SPSS 15.0 software and nine basic factors were obtained. The results presented that relationshipmarketing had a significant impact on customers to prefer the members of the profession.
其他摘要：Hizmet sektöründe faaliyet gösteren firmaların geçmişten bu yana uyguladıkları fakat bilimsel temelleri son otuz yılda ortaya atılan ilişkisel pazarlama kavramı,geleneksel pazarlama anlayışının artan rekabet koşulları neticesinde başarısız olmasıyla ön pl
关键词：relationshipmarketing;member of accounting profession;factor analysis
其他关键词：ilişkisel pazarlama;muhasebe meslek mensubu;faktör analizi