Muhasebe Meslek Mensuplarının Sundukları Hizmetin Müşteri Tarafından İlişkisel Pazarlama Anlayışı Doğrultusunda Değerlendirilmesine Yönelik Ampirik Bir Çalışma
An Emprical Study Intend to Evaluation of the Service Presenting By The Groups of Accountancy Profession Towards The Relatıonship Marketing Percept of Customers

Summary/Abstract: The concept of relationship marketing, which the companies operating in service industry adopted from past to present, but the scientific foundations of which have been laid in the last thirty years, stand out with its failure due to the increasing conditions of competition of traditional sense of marketing. The increasing number of members of accounting profession in Turkey has complicated the conditions of survival in this profession. Accordingly, it has been obligatory for the members of the profession to renew and diversify their existing marketing sense. In this study, it was put forward which factors had an impact on customers to prefer the members of accounting profession, and if these factors had a relationship with relations marketing. In the survey study whih was conducted on 755 business managers that purchased accounting service defined via convenience sampling method in Denizli region, it was questioned why they worked with the members of the profession, why they preferred them and to which points they paid attention in selection. The data were subjected to factor analysis in SPSS 15.0 software and nine basic factors were obtained. The results presented that relationship marketing had a significant impact on customers to prefer the members of the profession.

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