KONAKLAMA İŞLETMELERİNDE SOSYAL MÜŞTERİ İLİŞKİLERİ YÖNETİMİ YETENEKLERİ VE İŞLETME PERFORMANSI: FETHİYE VE MARMARİS BÖLGELERİNDE BİR UYGULAMA*

Abstract

The aim of the study was to estimate the contribution of customer centric accommodation businesses to their social customer relationship management capabilities and customer relationship performance. A structural model was developed and tested. As a result of the analysis; the accomodation businesses adopting customer centric management systems had a positive contribution on social customer relationship management capabilities and had a positive contribution on their customer relationship performance. The proposed model was accepted. (English) [ABSTRACT FROM AUTHOR]