Covid19 pandemi sürecinde kargo firmaları tarafından gerçekleştirilen ilişkisel pazarlama faaliyetlerinin kurumsal müşterilere ait hizmet kalite algısı üzerindeki rolü: Konya örneği
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Dosyalar
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Necmettin Erbakan Üniversitesi Sosyal Bilimler Enstitüsü
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Kargo firmaları Covid-19 (koronavirüs) pandemi döneminde gizli kahramanlar
olarak görülebilmektedir. İnsanlar salgın süresince evlerinde kalırken kargo
firmalarında çalışanlar hep sahada yer almışlardır. Pandemi öncesinde kargo
firmalarını kullanmayan insanlar dahi Covid-19 pandemi döneminde kargo
hizmetlerinden faydalanmışlardır. Bu kişiler ihtiyaçlarını online ortamlardan almışlar
ya da yakınlarının yanlarına gidemedikleri için hediyeler göndermişlerdir. Kargo
firmalarının kullanımı bu dönemde artış gözlenmiştir. Günümüzde işletmeler arasında
rekabet ortamının çok çetin olduğu bilinmektedir. İşletmeler bu rekabet ortamında
müşteriler ile iyi ilişkiler kurup onların sadık müşteri olmalarını sağlamaya
çalışmaktadır. Çünkü iyi kurulmuş ilişki karşılıklı kazanç sağlayacaktır. Bunun için
işletmeler ilişkisel pazarlama kullanımına yönelmektedir. Rekabet ortamında avantaj
sağlamanın bir diğer yolu da işletmelerin kalite kavramına önem vermeleridir.
Müşterilerin ihtiyaçlarını iyi anlayıp, bu doğrultuda hizmet sunmak hem hizmet kalite
algısını yükseltecek hem de ilişkileri güçlendirecektir.
Covid-19, zamanla tüm dünyanın etkilendiği bir pandemiye dönüşmüştür. Bu
nedenle bütün işletme dalları belirlenen yasaklara, kurallara uymak durumunda
kalmışlardır. Böylesi kriz dönemlerinde işletmelerin, müşterileri ile ilişkilerini
kesmemeleri aksine daha da arttırmaları gerekmektedir. Çünkü psikolojik olarak
sıkıntıda olabilecek müşteriler, belki de işletmeden gelecek bir doğum günü mesajı ile
mutlu olabilecek ve işletmeye sempati besleyebilecektir. Bu tarz salgın dönemlerinde
işletmeler ilişkisel pazarlama faaliyetlerini gözden geçirmeli ve varsa eksik yönlerini
gidermelidir. Çünkü müşteriler, zor günlerinde yanlarında olan, kendilerini önemseyen
ve ihtiyaçlarını gideren işletmeleri tercih etmektedirler. Aynı zaman da salgın dönemin
de tüketiciler satın aldıkları ürün ve hizmetler konusunda daha hassastırlar. Bulaş riski
nedeniyle kalitesi düşük ya da hijyen yönünden temiz olmayan ürünleri tercih
etmemektedirler. Dolayısıyla pandemi dönemi kalite kavramının daha da ön plana
çıkmasına sebebiyet vermiştir.
Bu çalışma Konya ilinde faaliyet gösteren ve Covid-19 döneminde kargo
hizmeti almış olan kurumsal müşteriler üzerinde gerçekleştirilmiştir. Çalışmanın
sonucunda; “Sosyal Bağlar” ve “Hizmet Kalite Algısı” arasında orta düzeyde (=,506)
pozitif ve anlamlı (p<0.05) bir ilişkiye rastlanmıştır. “Yapısal Bağlar” ve “Hizmet
Kalite Algısı” arasında ise zayıf düzeyde (=,338) pozitif ve anlamlı (p<0.05) bir ilişki
söz konusudur. Buna karşın “Ekonomik Bağlar” ile “Hizmet Kalite Algısı” arasında
ise anlamlı bir ilişkiye rastlanmamıştır (p=072; p>0,05). Ayrıca “Sosyal Bağ” hizmet
kalite algısının anlamlı bir yordayıcısı (f=18,952; p<,001) iken “Ekonomik Bağ” ile
“Yapısal Bağ”ın ise hizmet kalite algısını anlamlı bir şekilde yordamadığı tespit
edilmiştir.
Cargo companies can be seen as hidden heroes during the Covid-19 (coronavirus) pandemic period. While people stayed at home during the epidemic, those working in cargo companies have always been in the field. Even people who did not use cargo companies before the pandemic benefited from cargo services during the Covid-19 pandemic period. These people received their needs online or sent gifts to their relatives because they could not go to them. An increase was observed in the use of cargo companies in this period. Today, it is known that the competitive environment between businesses is very tough. In this competitive environment, businesses try to establish good relations with customers and ensure that they become loyal customers. Because a well-established relationship will provide mutual benefit. For this, businesses turn to the use of relationship marketing. Another way to gain an advantage in a competitive environment is that businesses attach importance to the concept of quality. Understanding the needs of customers and providing services in this direction will both increase the perception of service quality and strengthen relations. Covid-19 has turned into a pandemic that has affected the whole world over time. For this reason, all business branches had to comply with the prohibitions and rules. In such crisis periods, businesses should not cut their relations with their customers, but rather increase them. Because customers who may be in psychological distress will be happy and sympathetic to the business, perhaps with a birthday message from the business. In such epidemic periods, businesses should review their relational marketing activities and correct their deficiencies, if any. Because customers prefer businesses that stand by them in difficult times, care about them and meet their needs. At the same time, consumers are more sensitive about the products and services they buy during the epidemic period. Due to the risk of contamination, they do not prefer products that are of low quality or that are not hygienically clean. Therefore, the pandemic period caused the concept of quality to come to the fore even more. This study was carried out on corporate customers operating in Konya and receiving cargo service during the Covid-19 period. As a result of the study; A moderate (=.506) positive and significant (p<0.05) relationship was found between “Social Bonds” and “Service Quality Perception”. There is a weak (=.338) positive and significant (p<0.05) relationship between “Structural Bonds” and “Service Quality Perception”. On the other hand, no significant relationship was found between "Economic Bonds" and "Service Quality Perception" (p=072; p>0.05). In addition, it was determined that "Social Bonds" was a significant predictor of service quality perception (f=18.952; p<.001), while "Economic Bonds" and "Structural Bonds" did not significantly predict service quality perception.
Cargo companies can be seen as hidden heroes during the Covid-19 (coronavirus) pandemic period. While people stayed at home during the epidemic, those working in cargo companies have always been in the field. Even people who did not use cargo companies before the pandemic benefited from cargo services during the Covid-19 pandemic period. These people received their needs online or sent gifts to their relatives because they could not go to them. An increase was observed in the use of cargo companies in this period. Today, it is known that the competitive environment between businesses is very tough. In this competitive environment, businesses try to establish good relations with customers and ensure that they become loyal customers. Because a well-established relationship will provide mutual benefit. For this, businesses turn to the use of relationship marketing. Another way to gain an advantage in a competitive environment is that businesses attach importance to the concept of quality. Understanding the needs of customers and providing services in this direction will both increase the perception of service quality and strengthen relations. Covid-19 has turned into a pandemic that has affected the whole world over time. For this reason, all business branches had to comply with the prohibitions and rules. In such crisis periods, businesses should not cut their relations with their customers, but rather increase them. Because customers who may be in psychological distress will be happy and sympathetic to the business, perhaps with a birthday message from the business. In such epidemic periods, businesses should review their relational marketing activities and correct their deficiencies, if any. Because customers prefer businesses that stand by them in difficult times, care about them and meet their needs. At the same time, consumers are more sensitive about the products and services they buy during the epidemic period. Due to the risk of contamination, they do not prefer products that are of low quality or that are not hygienically clean. Therefore, the pandemic period caused the concept of quality to come to the fore even more. This study was carried out on corporate customers operating in Konya and receiving cargo service during the Covid-19 period. As a result of the study; A moderate (=.506) positive and significant (p<0.05) relationship was found between “Social Bonds” and “Service Quality Perception”. There is a weak (=.338) positive and significant (p<0.05) relationship between “Structural Bonds” and “Service Quality Perception”. On the other hand, no significant relationship was found between "Economic Bonds" and "Service Quality Perception" (p=072; p>0.05). In addition, it was determined that "Social Bonds" was a significant predictor of service quality perception (f=18.952; p<.001), while "Economic Bonds" and "Structural Bonds" did not significantly predict service quality perception.
Açıklama
Yüksek Lisans Tezi
Anahtar Kelimeler
İlişkisel Pazarlama, Kargo Taşımacılığı, Hizmet Kalite Algısı, Relationship Marketing, Cargo Transportation, Service Quality Perception
Kaynak
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Yiğit, M. (2022). Covid19 pandemi sürecinde kargo firmaları tarafından gerçekleştirilen ilişkisel pazarlama faaliyetlerinin kurumsal müşterilere ait hizmet kalite algısı üzerindeki rolü: Konya örneği. (Yayımlanmamış yüksek lisans tezi). Necmettin Erbakan Üniversitesi, Sosyal Bilimler Enstitüsü, Ulaştırma ve Lojistik Yönetimi Anabilim Dalı, Konya.
