| Popis: |
Factors such as globalization, increasing competition, developments in information and communication technologies, changing customer profile, customer service quality and satisfaction expectations have forced businesses to keep pace with the changing era. In this respect, businesses that want to gain more market share, increase their financial profit, gain competitive advantage, retain existing customers, acquire new customers and create a loyal customer portfolio have turned to relational marketing applications. Relational marketing is a modern marketing approach that aimed at building long-lasting mutual and profitable relationships with customers. The aim of this study is to investigation profiles of master and PHd thesis being executed about relationship marketing between 2000-2016 years in Turkey. In this scope, a total of 37 theses were analyzed by means of content analysis in terms of year, kind, science area, sector, university, research-data collection-sampling and analysis methods, sample volume and most used variables. Microsoft Excel 2010 office program was used to calculate of frequency and percentages of the theses and the findings were presented on the tables. |
