CUSTOMER ORIENTATED MARKETING and CUSTOMER SATISFACTION IN COUNCIL ENTERPRISES: İZDENIZ AŞ.CASE STUDY
BELEDİYE İŞLETMELERİNDE MÜŞTERİ ODAKLI PAZARLAMA ve MÜŞTERİ MEMNUNİYETİ ÖLÇÜMÜ: İZDENİZ AŞ. ÖRNEĞİ

Author : Serpil ÜNAL KESTANE - - Nevzat DEVEBAKAN
Number of pages : 89-105

Abstract

Many new management concepts like that of private sector practices, such as total quality management, strategic planning, and customer orientated marketing etc., have begun to appear in councils and affiliated enterprises. This study addresses customer orientated marketing concepts, customer satisfaction in council organisations provides the results of customer satisfaction and service quality measurements in the affiliated Izmir Greater Municipal Council, [İZDENİZ AŞ] . The main objective of this study is to confirm the perception of citizens who use marine transportation services on the services provided by İZDENİZ, their expectations and what needs to be done to provide better marine transportation services. With permission from İZDENİZ AŞ, face-to-face public survey has been carried out with 500 passengers at İZDENİZ landing sites and in fast ferries. SERVQUAL attitude scale was used in the survey. The data obtained was evaluated using the SPSS 22.00 software program.

Keywords

New Public Management, Marketing in Public Sector, Customer Orientated Marketing, Customer Satisfact

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