Assoc. Prof. Dr. Murat Doğan, Deputy Dean of Istanbul Gelisim University (IGU), Faculty of Fine Arts (FAF) and faculty member of the Gastronomy and Culinary Arts Department, made a paper presentation at the International Malatya Gastronomy Culture and Tourism Congress.
The International Malatya Gastronomy Culture and Tourism Congress was held by the Institute of Economic Development and Social Research (İKSAD), which conducts studies within the framework of social research, economy and social issues, and organizes congresses in many different fields such as foreign trade, international economics, innovation, sustainability, and the city. This year, Istanbul Gelisim University Fine Arts Faculty also participated. Doğan, a faculty member of the Gastronomy and Culinary Arts Department and Deputy Dean of the Faculty of Fine Arts, attended the session of the congress, which took place between 16-17-18 September, on September 16, 17, under the chairmanship of Prof. Dr. Kahraman Çatı, and presented his statement titled “Relational Marketing In Catering Service” in the session.
From the abstract;
“In today's competitive conditions, all or a part of the marketing mix created by enterprises can be easily copied by rival businesses. These conditions have led businesses to establish long-term relationships with their customers, which is only possible with relational marketing strategies. We conducted this study to examine the function and importance of relational marketing, which can enable catering businesses to be superior to their competitors by creating customer loyalty. Relational marketing includes all the strategies used to establish lasting relationships by developing an environment of mutual trust, sincerity, and loyalty provided by interactive communication with customers. Although many of today's catering businesses focus on the traditional marketing approach of continuous sales and finding new customers, some of them have started to give more importance to relational marketing practices by understanding the importance of developing long-term relationships with their customers. In this context, it can be argued that relational marketing is the most appropriate strategy due to the gastronomic nature of catering businesses. The reasons for this are that customers demand service procurement periodically and continuously, the abundance of alternative businesses, and the ease of changing suppliers. Relational marketing has an important role in catering businesses, and it can be argued that it can positively affect their performance, profitability, customer portfolio, and costs. By ensuring that the communication between the catering businesses and their customers will provide the opportunity to share more information and, by using this, they can develop services that will meet the customer's requests and expectations. Overall, we can argue that the relationship process reduces the cost incurred by increasing the benefit and thus has a positive effect on customer loyalty. By creating customer loyalty, it will be able to provide advantages such as fewer losses of customers, lower marketing costs, and an increase in customer portfolio.”
We congratulate Assoc. Prof. Dr. Murat Doğan and wish him success in his academic studies.
