Akkaya, Fatma Aldirmaz; Ünal, Ahmet

Amaç - Yeni müşterinin daha maliyetli olduğu pazarlama literatüründe genel kabul görmektedir. Ancak bazı çalışmalarda ise bu durum reddedilmektedir. Bu çalışmada Türkiye sigortacılık sektöründe mevcut müşterinin, tutulan müşterinin, yeni müşterinin ve kaybedilen müşterinin maliyetlerinin analiz edilmesi amaçlanmıştır.Yöntem - 2013-2018 yılları kapsamında, Türkiye sigorta sektöründe faaliyet gösteren 60 sigorta ve emeklilik şirketinin finansal raporlarından yararlanılarak, mevcut müşteri maliyeti (ACC), yeni müşteri edinme maliyeti (CAC), müşteriyi elde tutma maliyeti (CRC) ve müşteri kaybetme maliyeti (CCC) hesaplamaları yapılmış ve analizi gerçekleştirilmiştir.Bulgular - Analiz sonucunda Türkiye sigortacılık sektöründe yeni müşteri edinme maliyetinin hem mevcut müşteri maliyetinden hem müşteriyi elde tutma maliyetinden hem de müşteriyi kaybetme maliyetinden yüksek olduğu görülmüştür.Tartışma - İşletmelerin mevcut müşterilerini korumasının işletme maliyetleri üzerinde olumlu bir etkisi olacaktır ve kaybedilen müşteri ise, fırsat maliyetinden dolayı, üzerinde durulması gereken müşteri kitlesidir.

Ünal, Ahmet

The aim of this study is to examine and classify the e-complaints of hotel customers written online on an internet complaint site. The scope of the study included the complaints listed under the category of hotels in the e-complaint web site called şikayetvar (www.sikayetvar.com). This study employed a mixed method design in which both qualitative and quantitative research methods are used. For this purpose, the frequency values of the data analyzed in the qualitative phase of the study were subjected to quantitative associational analyzes in the second phase. The survey results showed that complaints by hotel customer fall into 10 distinct categories. Most complaints were about hygiene and cleaning. As a result of the Chi-Square analysis, it was found that female customers had statistically more complaints about hygiene and cleaning while male customers had statistically more complaints about payment and expenses.

Ünal, Ahmet; Zengin, Burhanettin; Taş, Muhammed

Social media, which is of increasing importance day by day, causes many businesses to change in their marketing practices and approaches. In this context, social media, which also deeply affects the tourism sector, has become an important area to work on. This study aims to determine the impact of social media on tourist decisions. In this respect, a face-toface survey technique was used to collect the data of this research, which was designed as a quantitative study. With the help of the SPSS 21 package program, hypotheses developed for research purposes were tested by subjecting them to frequency, percentage, unfolding factor, independent Two-Sample t test and one-way variance (ANOVA) analysis. The scope of the study consists of local tourists visiting Kemaliye. The findings of the study reveal that tourists who prefer Kemaliye destination use social media effectively and that social media is effective on their touristic purchase decisions. According to the results of the analysis, the factor dimentions have been collected under five separate headings. the results of the analysis have shown that these factor dimentions does not differ in terms of gender variables, but there are patially significant differences compared to other variables.

Ünal, Ahmet; Türk, Mevlüt

This study aims to define the factors that affect the store preferences of customers and explain the relationship between these factors and customers' satisfaction from their store preferences. At the same time, this study aimes to explain whether the customers' satisfaction with the choice of the store creates a loyalty and whether the loyalty is effective in recommending the store to other customers. The model of the research was tested through written hypothesis . The participants of the research; were customers of a store which has been serving for more than twenty years in Malatya province as an official dealer of many world brands. Personal interview method was used to collect the data of this study. In the analysis of research data, frequency, percentage, multiple linear regression, Pearson correlation, independent samples t test and one way variance analysis (ANOVA) were used. As a result of the study, a significant relationship was found between the customers' opinions about their choices of stores and their satisfaction with the store preferences, loyalty and the recommendation of the store to their millieu. This aspect of the study is thought to contribute to the literature and practice.