Contextual Marketing as a Tool for a Relationship Marketing: The Case of The Website Formdakal
Journal Title: Journal of the Human and Social Science Researches - Year 2016, Vol 5, Issue 3
Abstract
Customer focused approach to increase the benefits of relationship marketing, the use of information technology began to be seen as an important element in the development of new strategies have been effective and different from each other. One of these strategies in the implementation of relationship marketing, contextual marketing strategy is a tool. A web based questionnaire was created for customers who use anda re members of Formdakal Web site of Business which uses a contextual marketing strategy. The data necessary for the study was obtained through this questionnaire. The obtained data were analyed by descriptive statistical anliysis and correlation analysis. Findings of the research illustrate positive relationship between contextual marketing strategies and customer retention, establishment of long term relationships, customer value creation, establishment of interaction and communications.
Authors and Affiliations
Hicran ÖZGÜNER KILIÇ| Yrd. Doç. Dr., Karabük Üni. İşletme Fak., hicrankilic@karabük.edu.tr, B. Zafer ERDOĞAN| Prof. Dr., Anadolu Üni. İşletme Fak., bzerdogan@anadolu.edu.tr
Keywords
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