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Year 2015, Volume: 8 Issue: 2, 61 - 77, 20.04.2015

Derya Atlay Işık , A. Güldem Cerit

Abstract

Level of internal marketing pract ices for service businesses is perceived as an important indicator of the service quality. Serv ice culture is another source of service quality which a ims to be service oriented. Cruise ports provide services to meet the quality e xpectations of the different parties such as cruise ship lines, ship agencies, tour and travel agencies, ship passengers and community. In this study, it has been aimed to determine the re lationship of the internal ma rket ing applications at cruise ports in the development of service culture. In this respect, research questions have been developed through evaluation of the literature on internal marketing and service culture. An e xploratory study has been performed through a qualitative research and ethnographic case study method has been applied. Within the scope of the ethnographic method, observation, semi -structured interviews, e xa mination of documents have been used as data collection techniques. The case study has been developed within a c ruise port located in the Aegean Region and the results have been evaluated under the basic themes created by encoding the findings. The contribution of this research e mphasizes that it is important to evaluate the internal marketing approach of companies and the resulting reflections on creation of the ir service culture

Keywords

internal marketing service culture cruise tourism

References

  • KAYNAKÇA
  • Arnett, D., Laveria, D.A. & McLane, C. (2002). Using Job Satisfaction and Pride as Internal Marketing Tools. The Cornell Hotel and Restaurant Asministration Quarterly,43(2), 87-96.
  • Arnould, E. J. & Wallendorf, M. (1994). Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation. Journal of Marketing Research, 31, 484-504.
  • Atlay Işık, D. (2011). Yat Turizminde Holistik Pazarlama ve Türkiye İçin Farklılaştırma Stratejileri. İzmir: Dokuz Eylül Üniversitesi Yayınları.
  • Ballantyne, D. (2000). Internal Relationship Marketing: a strategy for knowledge renewal. International Journal of Bank Marketing, 18(6), 274-286.
  • Beitelspacher, L. S., Richey, R.G. & Reynolds, K.E. (2011). Exploring A New Perspective On Service Efficiency: service culture in retail organizations. Journal of Services Marketing, 25(3), 215–228.
  • Beverland, M. & Lindgreen, A. (2010). What Makes A Good Case Study? A Positivist Review Of Qualitative Case Research Published in Industrial Marketing Management, 1971–2006. Industrial Marketing Management, 39(1), 56–63.
  • Bowen, J. & Ford, R.C. (2004). What Experts Say About Managing Hospitality Service Delivery Systems. International Journal of Contemporary Hospitality Management, 16(7), 394-401.
  • Butvilas, T. & Zygmantas, J. (2012). An Etnographic Case Study in Educational Research. The Asia-Pacific Education Researcher, 21(2), 257-266.
  • Cannon, D. F. (2002). Expanding Paradigms In Providing Internal Service. Managing Service Quality, 12(2), 87-97.
  • Christou, P. & Saveriades, A. (2010). The Use Of Ethnography To Explore Tourist Satisfaction Antecedents. Tourismos: An International Multidisciplinary Journal of Tourism, 5(1), 89-100.
  • CLIA -Cruise Lines International Association (2012), Issues and Facts, http://www.cruising.org/regulatory/issues-facts.
  • Curtis, C. R. & Upchurch, R.S. (2008). A Case Study in Establishing A Positive Service Culture: attachment and involvement in the workplace. Journal of Retail & Leisure Property, 7(2), 131–138.
  • Demirtaş, E. (2012). The Growth of Turkey As A Major Destination in The Eastern Med. Turkish Cruise Forum (Türkiye Kruvaziyer Forumu), Seatrade, İzmir, Türkiye, 3-5 Temmuz 2012.
  • -
  • Flyvbjerg, B. (2006). Five Misunderstandings About Case-Study Research. Qualitative Inquiry, 12(2), 219-245.
  • Fraser, K.D., Estabrooks, C., Allen, M. & Strang, V. (2009). Factors That Influence Case Managers’ Resource Allocation Decisions in Pediatric Home Care: An Ethnographic Study. International Journal of Nursing Studies, 46(3), 337–349.
  • Ge, W. & Tsung, L. (2012). The Pains of Becoming Trilingual in China An Ethnographic Case Study of a Naxi College Student. Asia-Pacific Education Researcher, 21(2), 257-266.
  • George, W. R. (1990). Internal Marketing And Organizational Behavior: A partnership in developing customer-conscious employees at every level. Journal Of Business Research, 20(1), 63-70.
  • G.P. Wild (International) Limited ve BREA- Business Research & Economic Advisors (2012), The Cruise Industry -Contribution of Cruise Tourism to the Economies of Europe 2012 Edition, European Cruise Council.
  • Gummesson, E. (1987). Using Internal Marketing To Develop A New Culture—The Case Of Ericsson Quality. Journal of Business & Industrial Marketing, 2(3), 23-28.
  • Gummesson, E. (2003). All Research Is Interpretive!. The Journal of Business & Industrial Marketing, 18(6/7), 482-292.
  • IMEAK DTO, (2011), Deniz Sektörü Raporu 2010, http://www.denizticaretodasi.org/detoportal/Portals/Documents/s_raporu_2010tr.rar, (Erişim Tarihi: 03.04.2012).
  • Kang, G., James, J. & Alexandris, K. (2002). Measurement of Internal Service Quality. Managing Service Quality, 12(5), 278-291.
  • Kotler, P. & Armstrong, G. (2004). Marketing Principles. New Jersey: Prentice-Hall.
  • Mariampolski, H. (2001). Qualitative Market Research: A comprehensive guide. California: Thousand Oaks, Sage.
  • Ooncharoen, N. & Ussahawanitchakit, P. (2008). Building Organizational Excellence And Business Performance Of Hotel Business In Thailand : effects of service culture and organizational characteristic. International Journal of Business Research, 8(3), 13-26.
  • Orams, M. (1999). Marine Tourism: development, impacts and management. London: Routledge.
  • Othman, R. (2004). An Applied Ethnographic Method For Evaluating Retrieval Features. The Electronic Library, 22(5), 425-432.
  • -
  • Paraskevas, A. (2001). Internal Service Encounters In Hotels: an empiricial study. International Journal of Contemporary Hospitality Management,13(6), 285-292.
  • Park, S. Y. (2006). Tapping the Invisible Market: the case of the cruise industry. Doktora Tezi, Texas A&M University, UMI No: 3280496.
  • Prior, D. D. & Miller, L. (2011). Webethnography:Towards a typology for quality in research design. International Journal of Market Research, 54(4), 503-520.
  • Rafiq, M. & Ahmed, P. (1993. The Scope of Internal Marketing: Defining the Boundary Between Marketing and Human Resource Management. Journal of Marketing Management, 9, 219-228.
  • Rafiq, M. & Ahmed, P. (2000). Advances in The Internal Marketing Concept: definition, synthesis and extension. Journal of Services Marketing, 14(6), 449-462.
  • Rosen, M. (1991). Coming To Termswith The Field: understanding and doing organizational ethnography. Journal of Management Studies, 28(1), 1−24.
  • Sağlam Arı, G., Armutlu, C., Güneri Tosunoğlu, N. & Yücel Toy, B. (2009). Pozitivist ve Postpozitivist Paradigmalar Çerçevesinde Metodoloji Tartışmalarının Yönetim ve Pazarlama Alanlarına Yansımaları. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 27(1), 113-141.
  • Skalen, P. & Strandvik, T. (2005). From Prescription to Description:a critique and reorientation of service culture. Managing Service Quality, 5(3), 230-244.
  • Stuart, F. (1998). The Influence of Organizational Culture And Internal Politics On New Service Design And Introduction. Journal of Service Management, 9(5), 469-485.
  • Tag-Eldeen, A, & El-Said, O.A. (2011). Implementation of Internal Marketing on a Sample of Egyptian Five-star Hotels. Anatolia – An International Journal of Tourism and Hospitality Research, 22(2), 153–167.
  • Teare, R. (1993). Designing A Contemporary Hotel Service Culture. International Journal of Service Industry Management, 4(2), 63-73.
  • UNWTO –United Nations World Tourism Organization (2010). Cruise Tourism- Current Situation and Trends. Madrid: World Tourism Organization.
  • Wright, A. (2001). Seaport Relations Port of Miami- The economic impact of cruise ports: The case of Miami, UNCTAD Monographs On Port Management, United Nations, New York and Geneva.
  • Varey, R. J. (1995). Internal Marketing: a review and some interdisciplary research challenges. International Journal of Service Industry Management, 6(1), 40-63.
  • Visconti, L. M. (2010). Ethnographic Case Study (ECS): abductive modeling of ethnography and improving the relevance in business marketing research. Industrial Marketing Management, 39(1), 25–39.
  • -
  • Wood, R. E. (2006). Cruise Tourism: a paradigmatic case of globalization?”. Editör: Ross K. Dowling, Cruise Ship Tourism, CAB International.
  • Xiao, H. & Smith, S.L.J. (2006). Case Studies In Tourism Research: a state-of-the-art analysis. Tourism Management, 27(1), 738–749.
  • Yang, J.T. (2007). Knowledge Sharing: investigating appropriate leadership roles and collaborative culture. Tourism Management, 28(2), 530-543.
  • Yıldırım, A. & Şimşek, H. (2006). Sosyal Bilimlerde Nitel Araştırma Yöntemleri (6. Baskı). Ankara: Seçkin Yayınevi.
  • Yin, R. K. (2002). Case Study Research: design and methods (3rd ed.). California: Thousand Oaks, Sage Publications.
  • Zerbe, W.J., Dobni, D. & Harel, G.H. (1998). Promoting Employee Service Behaviour The Role of Perceptions of Human Resource Management Practices and Service Culture. Canadian Journal of Administrative Sciences, 15(2), 165-179.
  • Zhou, D. & Sun, X. (2010). Group Differences Among Nongmingong: a follow-up ethnographic case study. International Journal of Business Anthropology, 1(1), 79-94.
  • http://www.globalports.com.tr/tr/kruvaziyer-ve-feribot-limanlari/, (Erişim Tarihi: 01.06.2012)
  • http://tdkterim.gov.tr/bts/, (Erişim Tarihi: 05.05.2012)

HİZMET İŞLETMELERİNDE HİZMET KÜLTÜRÜNÜN OLUŞTURULMASINDA İÇSEL PAZARLAMANIN ROLÜ: KRUVAZİYER TURİZMDEN BİR ÖRNEK OLAY

Year 2015, Volume: 8 Issue: 2, 61 - 77, 20.04.2015

Derya Atlay Işık , A. Güldem Cerit

Abstract

Özet

Hizmet işletmeleri için içsel pazarlama uygulamalarının düzeyi hizmet kalitesinin önemli bir göstergesi olarak algılanmaktadır. Hizmet kültürü ise hizmet yönlülüğü amaçlayan diğer bir hizmet kalitesi kaynağıdır. Kruvaziyer liman işletmelerinin başta kruvaziyer gemi hatları olmak üzere gemi acentaları, tur ve seyahat acenteleri, gemi yolcuları ve bölge halkı gibi birbirinden farklı tarafların kalite beklentilerini karşılayarak hizmetlerini sunmaları beklenmektedir. Bu çalışmada kruvaziyer limanlarda içsel pazarlama uygulamasıyla hizmet kültürünün geliştirilmesindeki ilişkiyi incelemek amaçlanmıştır. Bu doğrultuda öncelikle içsel pazarlama ve hizmet kültürü literatürü değerlendirilerek araştırma soruları geliştirilmiştir. Nitel araştırma yöntemlerinden örnek olay uygulaması için etnografik yönteme başvurulmuştur. İlgili örnek olay uygulaması keşifseldir. Etnografik yöntem kapsamında gözlem, yarı-yapılandırılmış görüşme, işletme dokümanlarının incelenmesi gibi veri toplama tekniklerine başvurularak Ege Bölgesinde yer alan bir kruvaziyer liman kapsamında örnek olay geliştirilmiş ve literatüre göre belirlenen kodlamayla oluşturulan temel temalar altında değerlendirilmiştir. Bu araştırma sonucunda sağlanan katkılarda işletmede uygulanan içsel pazarlama yaklaşımının, hizmet kültürünün oluşturulmasındaki yansımalarının değerlendirilmesinin önem taşıdığı saptanmıştır.

Anahtar Kelimeler: İçsel pazarlama, hizmet kültürü, kruvaziyer turizm 

JEL Kodları: M310, L840

Keywords

İçsel pazarlama hizmet kültürü kruvaziyer turizm

References

  • KAYNAKÇA
  • Arnett, D., Laveria, D.A. & McLane, C. (2002). Using Job Satisfaction and Pride as Internal Marketing Tools. The Cornell Hotel and Restaurant Asministration Quarterly,43(2), 87-96.
  • Arnould, E. J. & Wallendorf, M. (1994). Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation. Journal of Marketing Research, 31, 484-504.
  • Atlay Işık, D. (2011). Yat Turizminde Holistik Pazarlama ve Türkiye İçin Farklılaştırma Stratejileri. İzmir: Dokuz Eylül Üniversitesi Yayınları.
  • Ballantyne, D. (2000). Internal Relationship Marketing: a strategy for knowledge renewal. International Journal of Bank Marketing, 18(6), 274-286.
  • Beitelspacher, L. S., Richey, R.G. & Reynolds, K.E. (2011). Exploring A New Perspective On Service Efficiency: service culture in retail organizations. Journal of Services Marketing, 25(3), 215–228.
  • Beverland, M. & Lindgreen, A. (2010). What Makes A Good Case Study? A Positivist Review Of Qualitative Case Research Published in Industrial Marketing Management, 1971–2006. Industrial Marketing Management, 39(1), 56–63.
  • Bowen, J. & Ford, R.C. (2004). What Experts Say About Managing Hospitality Service Delivery Systems. International Journal of Contemporary Hospitality Management, 16(7), 394-401.
  • Butvilas, T. & Zygmantas, J. (2012). An Etnographic Case Study in Educational Research. The Asia-Pacific Education Researcher, 21(2), 257-266.
  • Cannon, D. F. (2002). Expanding Paradigms In Providing Internal Service. Managing Service Quality, 12(2), 87-97.
  • Christou, P. & Saveriades, A. (2010). The Use Of Ethnography To Explore Tourist Satisfaction Antecedents. Tourismos: An International Multidisciplinary Journal of Tourism, 5(1), 89-100.
  • CLIA -Cruise Lines International Association (2012), Issues and Facts, http://www.cruising.org/regulatory/issues-facts.
  • Curtis, C. R. & Upchurch, R.S. (2008). A Case Study in Establishing A Positive Service Culture: attachment and involvement in the workplace. Journal of Retail & Leisure Property, 7(2), 131–138.
  • Demirtaş, E. (2012). The Growth of Turkey As A Major Destination in The Eastern Med. Turkish Cruise Forum (Türkiye Kruvaziyer Forumu), Seatrade, İzmir, Türkiye, 3-5 Temmuz 2012.
  • -
  • Flyvbjerg, B. (2006). Five Misunderstandings About Case-Study Research. Qualitative Inquiry, 12(2), 219-245.
  • Fraser, K.D., Estabrooks, C., Allen, M. & Strang, V. (2009). Factors That Influence Case Managers’ Resource Allocation Decisions in Pediatric Home Care: An Ethnographic Study. International Journal of Nursing Studies, 46(3), 337–349.
  • Ge, W. & Tsung, L. (2012). The Pains of Becoming Trilingual in China An Ethnographic Case Study of a Naxi College Student. Asia-Pacific Education Researcher, 21(2), 257-266.
  • George, W. R. (1990). Internal Marketing And Organizational Behavior: A partnership in developing customer-conscious employees at every level. Journal Of Business Research, 20(1), 63-70.
  • G.P. Wild (International) Limited ve BREA- Business Research & Economic Advisors (2012), The Cruise Industry -Contribution of Cruise Tourism to the Economies of Europe 2012 Edition, European Cruise Council.
  • Gummesson, E. (1987). Using Internal Marketing To Develop A New Culture—The Case Of Ericsson Quality. Journal of Business & Industrial Marketing, 2(3), 23-28.
  • Gummesson, E. (2003). All Research Is Interpretive!. The Journal of Business & Industrial Marketing, 18(6/7), 482-292.
  • IMEAK DTO, (2011), Deniz Sektörü Raporu 2010, http://www.denizticaretodasi.org/detoportal/Portals/Documents/s_raporu_2010tr.rar, (Erişim Tarihi: 03.04.2012).
  • Kang, G., James, J. & Alexandris, K. (2002). Measurement of Internal Service Quality. Managing Service Quality, 12(5), 278-291.
  • Kotler, P. & Armstrong, G. (2004). Marketing Principles. New Jersey: Prentice-Hall.
  • Mariampolski, H. (2001). Qualitative Market Research: A comprehensive guide. California: Thousand Oaks, Sage.
  • Ooncharoen, N. & Ussahawanitchakit, P. (2008). Building Organizational Excellence And Business Performance Of Hotel Business In Thailand : effects of service culture and organizational characteristic. International Journal of Business Research, 8(3), 13-26.
  • Orams, M. (1999). Marine Tourism: development, impacts and management. London: Routledge.
  • Othman, R. (2004). An Applied Ethnographic Method For Evaluating Retrieval Features. The Electronic Library, 22(5), 425-432.
  • -
  • Paraskevas, A. (2001). Internal Service Encounters In Hotels: an empiricial study. International Journal of Contemporary Hospitality Management,13(6), 285-292.
  • Park, S. Y. (2006). Tapping the Invisible Market: the case of the cruise industry. Doktora Tezi, Texas A&M University, UMI No: 3280496.
  • Prior, D. D. & Miller, L. (2011). Webethnography:Towards a typology for quality in research design. International Journal of Market Research, 54(4), 503-520.
  • Rafiq, M. & Ahmed, P. (1993. The Scope of Internal Marketing: Defining the Boundary Between Marketing and Human Resource Management. Journal of Marketing Management, 9, 219-228.
  • Rafiq, M. & Ahmed, P. (2000). Advances in The Internal Marketing Concept: definition, synthesis and extension. Journal of Services Marketing, 14(6), 449-462.
  • Rosen, M. (1991). Coming To Termswith The Field: understanding and doing organizational ethnography. Journal of Management Studies, 28(1), 1−24.
  • Sağlam Arı, G., Armutlu, C., Güneri Tosunoğlu, N. & Yücel Toy, B. (2009). Pozitivist ve Postpozitivist Paradigmalar Çerçevesinde Metodoloji Tartışmalarının Yönetim ve Pazarlama Alanlarına Yansımaları. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 27(1), 113-141.
  • Skalen, P. & Strandvik, T. (2005). From Prescription to Description:a critique and reorientation of service culture. Managing Service Quality, 5(3), 230-244.
  • Stuart, F. (1998). The Influence of Organizational Culture And Internal Politics On New Service Design And Introduction. Journal of Service Management, 9(5), 469-485.
  • Tag-Eldeen, A, & El-Said, O.A. (2011). Implementation of Internal Marketing on a Sample of Egyptian Five-star Hotels. Anatolia – An International Journal of Tourism and Hospitality Research, 22(2), 153–167.
  • Teare, R. (1993). Designing A Contemporary Hotel Service Culture. International Journal of Service Industry Management, 4(2), 63-73.
  • UNWTO –United Nations World Tourism Organization (2010). Cruise Tourism- Current Situation and Trends. Madrid: World Tourism Organization.
  • Wright, A. (2001). Seaport Relations Port of Miami- The economic impact of cruise ports: The case of Miami, UNCTAD Monographs On Port Management, United Nations, New York and Geneva.
  • Varey, R. J. (1995). Internal Marketing: a review and some interdisciplary research challenges. International Journal of Service Industry Management, 6(1), 40-63.
  • Visconti, L. M. (2010). Ethnographic Case Study (ECS): abductive modeling of ethnography and improving the relevance in business marketing research. Industrial Marketing Management, 39(1), 25–39.
  • -
  • Wood, R. E. (2006). Cruise Tourism: a paradigmatic case of globalization?”. Editör: Ross K. Dowling, Cruise Ship Tourism, CAB International.
  • Xiao, H. & Smith, S.L.J. (2006). Case Studies In Tourism Research: a state-of-the-art analysis. Tourism Management, 27(1), 738–749.
  • Yang, J.T. (2007). Knowledge Sharing: investigating appropriate leadership roles and collaborative culture. Tourism Management, 28(2), 530-543.
  • Yıldırım, A. & Şimşek, H. (2006). Sosyal Bilimlerde Nitel Araştırma Yöntemleri (6. Baskı). Ankara: Seçkin Yayınevi.
  • Yin, R. K. (2002). Case Study Research: design and methods (3rd ed.). California: Thousand Oaks, Sage Publications.
  • Zerbe, W.J., Dobni, D. & Harel, G.H. (1998). Promoting Employee Service Behaviour The Role of Perceptions of Human Resource Management Practices and Service Culture. Canadian Journal of Administrative Sciences, 15(2), 165-179.
  • Zhou, D. & Sun, X. (2010). Group Differences Among Nongmingong: a follow-up ethnographic case study. International Journal of Business Anthropology, 1(1), 79-94.
  • http://www.globalports.com.tr/tr/kruvaziyer-ve-feribot-limanlari/, (Erişim Tarihi: 01.06.2012)
  • http://tdkterim.gov.tr/bts/, (Erişim Tarihi: 05.05.2012)
There are 55 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Derya Atlay Işık

A. Güldem Cerit This is me

Publication Date April 20, 2015
Published in Issue Year 2015 Volume: 8 Issue: 2

Cite

APA Atlay Işık, D., & Cerit, A. G. (2015). HİZMET İŞLETMELERİNDE HİZMET KÜLTÜRÜNÜN OLUŞTURULMASINDA İÇSEL PAZARLAMANIN ROLÜ: KRUVAZİYER TURİZMDEN BİR ÖRNEK OLAY. Niğde Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 8(2), 61-77.
AMA Atlay Işık D, Cerit AG. HİZMET İŞLETMELERİNDE HİZMET KÜLTÜRÜNÜN OLUŞTURULMASINDA İÇSEL PAZARLAMANIN ROLÜ: KRUVAZİYER TURİZMDEN BİR ÖRNEK OLAY. Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. April 2015;8(2):61-77.
Chicago Atlay Işık, Derya, and A. Güldem Cerit. “HİZMET İŞLETMELERİNDE HİZMET KÜLTÜRÜNÜN OLUŞTURULMASINDA İÇSEL PAZARLAMANIN ROLÜ: KRUVAZİYER TURİZMDEN BİR ÖRNEK OLAY”. Niğde Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi 8, no. 2 (April 2015): 61-77.
EndNote Atlay Işık D, Cerit AG (April 1, 2015) HİZMET İŞLETMELERİNDE HİZMET KÜLTÜRÜNÜN OLUŞTURULMASINDA İÇSEL PAZARLAMANIN ROLÜ: KRUVAZİYER TURİZMDEN BİR ÖRNEK OLAY. Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 8 2 61–77.
IEEE D. Atlay Işık and A. G. Cerit, “HİZMET İŞLETMELERİNDE HİZMET KÜLTÜRÜNÜN OLUŞTURULMASINDA İÇSEL PAZARLAMANIN ROLÜ: KRUVAZİYER TURİZMDEN BİR ÖRNEK OLAY”, Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, vol. 8, no. 2, pp. 61–77, 2015.
ISNAD Atlay Işık, Derya - Cerit, A. Güldem. “HİZMET İŞLETMELERİNDE HİZMET KÜLTÜRÜNÜN OLUŞTURULMASINDA İÇSEL PAZARLAMANIN ROLÜ: KRUVAZİYER TURİZMDEN BİR ÖRNEK OLAY”. Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 8/2 (April 2015), 61-77.
JAMA Atlay Işık D, Cerit AG. HİZMET İŞLETMELERİNDE HİZMET KÜLTÜRÜNÜN OLUŞTURULMASINDA İÇSEL PAZARLAMANIN ROLÜ: KRUVAZİYER TURİZMDEN BİR ÖRNEK OLAY. Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2015;8:61–77.
MLA Atlay Işık, Derya and A. Güldem Cerit. “HİZMET İŞLETMELERİNDE HİZMET KÜLTÜRÜNÜN OLUŞTURULMASINDA İÇSEL PAZARLAMANIN ROLÜ: KRUVAZİYER TURİZMDEN BİR ÖRNEK OLAY”. Niğde Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, vol. 8, no. 2, 2015, pp. 61-77.
Vancouver Atlay Işık D, Cerit AG. HİZMET İŞLETMELERİNDE HİZMET KÜLTÜRÜNÜN OLUŞTURULMASINDA İÇSEL PAZARLAMANIN ROLÜ: KRUVAZİYER TURİZMDEN BİR ÖRNEK OLAY. Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2015;8(2):61-77.
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