Müşteri sadakatini güçlendirmede hizmet iyileştirme çabalarının rolü

Özet: Müşteri sadakati, bir işletmenin başarısı açısından önemli bir faktör olarak kabul edilmektedir. Hizmet iyileştirme, hizmet başarısızlıklarını belirleyen, müşteri problemlerini etkin bir şekilde çözümleyen, bu problemlerin asıl nedenini sınıflandıran, hizmet sistemini değerlendirme ve iyileştirme konusunda diğer performans ölçümleriyle ilişkilendirilebilen veriler sağlayan bir süreçtir. Hizmet iyileştirme stratejilerinin etkinliği, başarısızlığın memnuniyete dönüştürülmesi açısından önemli bir konudur. Müşterilerinin istek ve beklentilerini üstün bir hizmet kalitesi ile karşılayan işletmeler müşteri memnuniyetini en yüksek düzeyde başarabileceklerdir. Ve böylelikle varlıklarını sürdürebilecek, pazar paylarını, kârlarını ve dolayısıyla pazarlama etkinliğini artırabileceklerdir. Müşteri memnuniyetini başarmanın sonucunda müşterilerin işletmeye olan güven ve bağlılıklarının artması, uzun dönemli hizmet etkinliğinin sağlanmasında etkili bir faktör olan firma ile müşteri arasındaki ilişkiyi daha düzenli kılar ve güçlendirir.

The role of service recovery efforts in strengthening customer loyalty

Abstract: Customer loyalty is commonly accepted as an important factor in terms of a firm's success. Service recovery is a process which effectively solves customer problems, classifies the real causes of these problems, and provides data that can be related to other performance measurements about the evaluation and recovery of the service system. The effectiveness of service recovery strategies is a vital issue in terms of transforming failure into customer satisfaction. The enterprises which meet the needs and expectations of customers by an excellent service quality can carry out the highest level of customer satisfaction. In this way, they can survive and increase their market shares, profits and therefore marketing efficiency. The increase in customer trust and loyalty to the firm as a result of realizing customer satisfaction, in the long-run, makes the relationship between the firm and customers more systematic and stronger.

Kaynakça

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