THE ROLE OF NONVERBAL COMMUNICATION IN CUSTOMER RELATIONSHIP MANAGEMENT PROCESS: A STUDY ON 5-STAR HOTELS IN TURKEY - MÜŞTERİ İLİŞKİLERİ YÖNETİMİ SÜRECİNDE SÖZSÜZ İLETİŞİMİN ROLÜ: TÜRKİYE'DEKİ 5 YILDIZLI OTELLER ÜZERİNE BİR ÇALIŞMA

Çeşitli rakipleriyle yarış içinde olan işletmeler, modern çağın illüzyonu ile hedef tüketicilerine ulaşmanın en iyi yolunun teknolojinin nimetlerini kullanmak olduğunu düşünmektedir. Veri toplamakta ve bu verileri müşteri memnuniyeti için kullanmaktadırlar. Ancak yüz yüze iletişimin önemi genellikle hafife alınmakta veya ihmal edilmektedir. Bu çalışma, Müşteri İlişkileri Yönetimi (CRM) uygulamalarının, yüksek teknolojiden zamansız satış tekniği olan kişilerarası iletişime doğru bir dönüş yapmasını sağlamayı amaçlamaktadır. CRM sürecinde sözsüz (NV) iletişimin rolünü ortaya koymak için, Türkiye'de 5 yıldızlı otellerde konaklama yapmış 643 katılımcıya son otel konaklamaları ile ilgili olarak otel tercihleri ve otel çalışanları ile ilgili değerlendirmeleri sorulmuştur. Araştırma sonuçları içerisinde en önemlileri; 5 yıldızlı bir otelden en önemli beklentinin hizmet kalitesi olduğu; müşterilerin kalite konusundaki algılarının iletişimin kalitesi ile şekillendiği ve çalışanların sözsüz iletişim becerilerinin müşteriler tarafından yüksek derecede önemsendiğidir.

Anahtar Kelimeler:

Müşteri İlişkileri Yönetimi, Sözsüz İletişim, 5 yıldızlı Oteller, Çalışan

MÜŞTERİ İLİŞKİLERİ YÖNETİMİ SÜRECİNDE SÖZSÜZ İLETİŞİMİN ROLÜ: TÜRKİYE'DEKİ 5 YILDIZLI OTELLER ÜZERİNE BİR ÇALIŞMA - THE ROLE OF NONVERBAL COMMUNICATION IN CUSTOMER RELATIONSHIP MANAGEMENT PROCESS: A STUDY ON 5-STAR HOTELS IN TURKEY

Business organizations competing with various rivals, think by the illusion of the modern age; the best way to reach their target consumers is to use benefits of technology. They collect data and use them for customer satisfaction. But the importance of face to face communication is generally underestimated or neglected. This study aims to get Customer Relationship Management (CRM) applications to make a return from high-tech to interpersonal communication, which is a timeless sales technique.In order to present the role of nonverbal communication (NVC) in CRM process, 643 participants, who stayed in 5-star hotels in Turkey in the previous year were asked about their hotel choice, evaluations about hotel employees considering the last accommodation. The most important of the research results are the most important expectation from a 5-star hotel is the quality of service; the customers’ perception about quality is shaped by the quality of communication; the employees’ NV communication skills are very highly minded by the customers.

Keywords:

Customer Relationship Management, Nonverbal Communication, 5-star Hotels, Employee,

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