İstanbul Gelişim Üniversitesi (İGÜ), Güzel Sanatlar Fakültesi (GSF) Dekan yardımcısı ve Gastronomi ve Mutfak Sanatları bölümü öğretim üyelerinden Doç. Dr. Murat Doğan, Uluslararası Malatya Gastronomi Kültür ve Turizm Kongresi’nde bildiri sunumu yaptı.
Sosyal araştırmalar, ekonomi ve sosyal konular çerçevesinde çalışmalar yapmakta olan; dış ticaret, uluslararası iktisat, inovasyon, sürdürülebilirlik, kent gibi pek çok farklı alanlarda kongreler düzenleyen İktisadi Kalkınma ve Sosyal Araştırmalar Enstitüsü (İKSAD) tarafından gerçekleştirilmiş olan Uluslararası Malatya Gastronomi Kültür ve Turizm Kongresi’ne bu yıl İstanbul Gelişim Üniversitesi Güzel Sanatlar Fakültesi’nden de katılım gerçekleşti. 16-17-18 Eylül tarihleri arasında gerçekleşen kongrenin 16 Eylül saat 17’de Prof. Dr. Kahraman Çatı’nın başkanlığında gerçekleşen oturumuna katılan Gastronomi ve Mutfak Sanatları Bölümü öğretim üyesi ve Güzel Sanatlar Fakültesi Dekan Yardımcısı Doğan, oturumda “Relational Marketing In Catering Service” başlıklı bildirisini sundu.
Bildiri özetinden;
“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.”
Doç. Dr. Murat Doğan’ı tebrik eder, akademik çalışmalarında başarılar dileriz.
