Doğan's article titled "The Effect of Relationship Marketing Practices on Customer Loyalty in the Food Service Industry: A Qualitative Study on Senior Sales and Marketing Professionals" was published in the Journal of Gastronomy Studies, which is in the process of publishing in the fields of gastronomy and tourism.
In his article, Assoc. Prof. Dr. Murat Doğan focused on the effect of relational marketing practices on customer loyalty in businesses that provide food and beverage services. Doğan, who used the focus group interview method in the study, analyzed the data obtained with the content analysis method and categorized them according to the themes. As a result of the analysis of focus group interview data measuring the impact of relationship marketing practices on customer loyalty in the food service industry, Doğan identified four main themes: "customer relationship management," "customer-oriented approach," "creating loyal customers," and "developing marketing strategies with eight sub-themes."
In his article, Assoc. Prof. Dr. Murat Doğan also included topics such as the concept of customer loyalty, relationship marketing, relationship marketing in service sectors, and the transition from traditional marketing to relationship marketing.
As a result, Doğan reached the conclusion that relational marketing practices, which is the strategy used to establish lasting relationships by developing an environment of mutual trust, sincerity and loyalty, through interactive communication with customers, positively affects customer loyalty of catering businesses. found.
To examine the article in detail, the imprint information of the article is given below:
DOĞAN, M. (2023). The Effect of Relationship Marketing Practices on Customer Loyalty in the Food Service Industry: A Qualitative Study on Senior Sales and Marketing Professionals. Journal of Tourism & Gastronomy Studies, 11(2), 1516–1536. https://doi.org/10.21325/jotags.2023.1254
We congratulate Assoc. Prof. Dr. Murat Doğan and wish him success in his academic studies.
