Müşteri Yönelimlilik ve Satış İşi Kapsamında Seyahat Acentası Temsilcilerinin İlişkisel İşi Üzerine Bir Araştırma

Günümüzde hizmet işi gittikçe hem müşteri yönelimli olma hem de satışları arttırma çabalarını daha fazla içermektedir. Araştırmacılar, kapitalist örgütlerin ana amacının müşterileri memnun etmektense para kazanmak olmasından dolayı, müşteri yönelimlilik ve satış işinin çelişebileceğini belirtirler. Bu nedenle kapitalist örgütler çalışanlarından müşteri yönelimlilik ve satış işini bağdaştırmalarını talep etmektedirler. Ancak bu bağdaştırmanın yerleşik etkileşimlerle nasıl başarıldığı konusunda az şey bilinmektedir. Bu çalışma, seyahat acentası (tur operatörü) temsilcilerinin müşteri yönelimlilik ve satış işini nasıl bağdaştırdığını açıklamak için “ilişkisel iş” kavramını kullanmıştır. Bu kapsamda bu çalışma nitel verilere dayanarak, Türk seyahat acentalarının otellerdeki temsilcilerinin işlerini incelemiştir. Bu çalışma, müşteri yönelimlilik ve satış işinin nasıl örtüştüğünü ve bu örtüşmenin ilişkisel iş kapsamında nasıl icra edildiğini ortaya koymuştur.

Anahtar Kelimeler:

Müşteri Yönelimlilik, Ilişkisel Iş, Satış Işi, Tur Operatörü, Seyahat Acentası Temsilcileri

An Investigation on the Relational Work of Tour Representatives within Customer Orientation and Sales Work

In the contemporary world, service work encompasses more efforts to be customer-oriented and to boost sales. Scholars note that customer orientation and sales work may be contradictory, as the primary aim of capitalist organizations is to earn money rather than please customers. Thus, capitalist organizations demand workers to harmonize customer orientation and sales work. However, we know little about how this is achieved within situated interactions. This study uses the concept of “relational work” to explain how tour representatives (tour reps) harmonize customer orientation and sales work. Based on qualitative data, this study addresses the work of Turkish tour reps for Turkish tour operators. This study reveals how customer orientation and sales work overlap, and how this overlap is enacted within relational work.

Keywords:

Customer Orientation, Relational Work, Sales Work, Tour Operator, Tour Representatives,

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