İLİŞKİSEL PAZARLAMA STRATEJİSİ OLARAK TORQUE MODELİNİN OTEL İŞLETMELERİNE UYGULANABİLİRLİĞİ: NEVŞEHİR ÖRNEĞİ
APPLICABILITY OF THE TORQUE MODEL IN HOTEL BUSINESSES AS A RELATIONSHIP MARKETING STRATEGY: NEVSEHIR CASE

Summary/Abstract: The very high cost of regaining customers has made the ongoing relationship between the business and customers even more important. This process emphasizes the importance of focusing on the continuity of the relationship. Businesses have recently started to focus on relational marketing approach applications in order to satisfy their customers and make their customers loyal customers. Relationship marketing aims to increase the profitability and continuity of the business by establishing solid relationships with customers and to create the customer life value process. The TORQUE model can also undertake important tasks at this point by aiming to bring the customer to the business many times. The aim of the research is to determine to what extent the TORQUE model, which is a relational marketing strategy, can be applied in hotel businesses in Nevşehir. Questionnaire form was used as data collection tool and questionnaires were applied face to face with 22 hotel managers. It was concluded that the TORQUE Model is imlemented at a high level in the hotel businesses. Also, it has been determined that there is no significant difference between the level of application of the Model in terms of relational marketing training, business class and duration of activity of the hotels.

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