Developments, Theories, Tactics of Relationship Marketing and Examples from Sports

Yıl 2022, , 103 - 118, 15.12.2022

Zafer Çimen

https://doi.org/10.18826/useeabd.1063108

Öz

Aim: The purpose of this literature review was, to give information about developments, theories and tactics of relationship marketing, with exemplify from sports, and make some implications for sports managers.

Methods: In this study, literature review was used, that is of the qualitative research methods, to give some informations about the relationship marketing.

Conceptual framework: Relationship marketing has emerged as a result of the development of considerations, that the environment of trust form a basis for the commitment to organizations with their customers and stakeholders for long-term relationships, as in every relations. Especially with the development of the service sector, where mutual relations are more important, relationship marketing, has been as a dominant paradigm in marketing field, instead of the transactional marketing paradigm. Relationship marketing, was become stronger theoretically and conceptually with the Morgan and Hunt's (1994) Theory of Trust and Commitment, was also the main subject of many researches in the marketing literature. Relationship marketing, briefly defined as 'all marketing activities directed toward establishing, developing and maintaining successful relational exchanges', was started to widely used in many sectors by the contribution with technological developments.

Conclusion: Relationship marketing, is a marketing approach that aimed to provide long-term relationships among all relevant stakeholders by created mutual trust and commitment with a positive climate. As in many sectors, successful application of relationship marketing, can be favorable marketing approach to ensure positive developments, especially in the sports ecosystem, where the highly mutual interactions are observed.

Anahtar Kelimeler

Trust,, Commitment,, Social Exchange,, Football,, Transactional Marketing

Gelişimi, Teorileri, Taktikleri ve Spordan Örneklerle İlişki Pazarlama

Öz

Amaç: Bu literatür incelemesinde ilişki pazarlamanın gelişimi, dayandığı teoriler ve spordan örneklerle ilişki pazarlamada kullanılan taktikler üzerinde durmak ve spor yöneticileri için çıkarımlarda bulunmak amaçlanmıştır.

Materyal ve Metot: Çalışmada nitel araştırma yöntemlerinden, araştırma konusuyla ilgili literatürü kuşbakışı tüm yönleriyle gözden geçirerek aktarımlarda bulunmayı amaçlayan literatür incelemesi kullanılmıştır.

Kavramsal Çerçeve: İlişki pazarlama, her ilişkide olduğu gibi, örgütlerin de gerek müşterileri gerekse ilişki içinde oldukları paydaşlarıyla oluşturdukları güven ortamının bağlılığı artırarak uzun süreli ilişkilere zemin oluşturduğu yönündeki düşüncelerin gelişmesiyle ortaya çıkmıştır. İlişki pazarlama, özellikle karşılıklı ilişkilerin daha önemli olduğu hizmet sektörün gelişmesiyle, pazarlama alanında işlemsel pazarlama paradigmasının yerini alarak baskın bir paradigma haline gelmiştir. Morgan ve Hunt (1994) tarafından ortaya konan Güven ve Bağlılık Teorisi ile teorik ve kavramsal olarak güçlü hale gelen ilişki pazarlama, pazarlama literatüründe birçok araştırmanın da temel konularından olmuştur. Kısaca ‘Başarılı ilişkisel değişimler kurma, geliştirme ve sürdürmeye yönelik tüm pazarlama faaliyetleri’ olarak tanımlanan ilişki pazarlama, teknolojik gelişmelerin de katkısıyla birçok sektörde yaygın bir şekilde kullanılmaya başlamıştır.

Sonuç: Birçok sektörde başarıyla uygulandığında, karşılıklı güven ve bağlılığın yaratacağı olumlu iklimle, ilişkili tüm paydaşlar arasında uzun süreli ilişkiler sağlamaya yönelik bir pazarlama anlayışı olan ilişki pazarlama, özellikle etkileşimin yüksek olduğu spor ekosistemi içinde olumlu gelişmeler yaşanmasını sağlayacak bir pazarlama anlayışı olarak görülebilir.

Anahtar Kelimeler

Güven, Bağlılık, Sosyal Değişim, Futbol, İşlemsel Pazarlama

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