SOSYAL SERMAYE VE İLİŞKİSEL PAZARLAMANIN SATIŞ PERFORMANSINA ETKİSİ: YAT İŞLETMECİLİĞİNE YÖNELİK NİTEL BİR ARAŞTIRMA

Bu çalışmada, yat işletmeleri kapsamında faaliyet gösteren yat brokerlerinin, sosyal sermayeyi oluşturma düzeyleri ile ilişkisel pazarlama uygulamalarını etkin kullanma becerileri ve bu iki kavramın etkileşiminin genel olarak satış performanslarına etkilerinin araştırılması amaçlanmaktadır. Bu amaç doğrultusunda kaynak tabanlı bakış açısıyla işletmelere rekabet avantajı sağlayacak, maliyetlerini düşürüp, kar oranlarını artıracak, yeni müşteriler kazanmalarını veya var olan müşterileriyle uzun süreli ve daha sağlam ilişkiler geliştirecek sosyal sermaye ve ilişkisel pazarlama yöntemlerinin, yat işletmelerinin satış performanslarına etkisi keşifsel bir araştırmayla incelenmiştir. Bu makalede öncelikle sosyal sermaye ve ilişkisel pazarlama kavramları ve bileşenleri literatür taraması yapılarak açıklanmaya çalışılmıştır. Geliştirilen veri toplama aracı kullanılarak 14 kişiden oluşan yat brokerleri ile yarı yapılandırılmış mülakatlar yürütülmüştür. Sonrasında Nvivo7 programı ile analiz edilen verilerden elde edilen bulgular göstermektedir ki yat brokerleri bir pazarlama uzmanı olarak elde ettikleri bilgi ve güven sayesinde, güçlü ve aktif sosyal ağlardan pozitif olarak yarar sağlamaktadırlar. Ayrıca, güven çerçevesinde ilişkilerin devamını sağlamak ve uzun dönemli güçlü ilişkilerin kurulması yat brokerlerinin performansını pozitif etkilediği ifade edilebilir.

THE EFFECT OF SOCIAL CAPITAL AND RELATIONSHIP MARKETING ON SALES PERFORMANCE: A QUALITATIVE RESEARCH ON YACHTING BUSINESS

In this study, it is aimed to investigate the ability of yacht brokers operating in yacht business concerning the levels of social capital formation and the effectiveness of relationship marketing practices and the interaction effects of these two concepts on sales performance in general. For this purpose, from resource based view, the effects of social capital and relational marketing methods on the sales performance of yacht enterprises, which will provide competitive advantage to businesses, reduce their costs, increase profit rates, develop new customers or develop long lasting and stronger relationships with existing customers, has been investigated in this exploratory research. In this article, firstly the concepts of social capital and relational marketing and its components have been explained through literature review. Semi-structured interviews were conducted via 14-person yacht brokers by using the developed data collection tool. Findings from the data analyzed by the Nvivo7 program show that yacht brokers provide positive benefits from strong and active social networks, due to the knowledge and trust they have gained as a marketing specialist. Furthermore, it can be said that maintaining confidence in the framework of trust and establishing long-term strong relationships positively affect the performance of yacht brokers.

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