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2012 | 9 | 61--72
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Additional Positive Effct to Quality Performance in Relationship Marketing with a New Concept: Critical Interaction Spaces (CIS)

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Considering the dynamics of relationship marketing, customer is critical value having strategic importance for the buiness. Acquirement of the expected gains of relationship marketing depends on the quality and the strength of the relation between business and its stakeholders occurring at the desired level. In this context, the business' exact and correct comprehension of the customer and accordingly exact fulfillment of the customer's demand have a critical importance. A customer entering into service delivery system plays role of accomplishing the task that is assigned to it within the system. Here, the point that needs to be taken into consideration is whether or not the service business exactly reaches the quality level it had already set, and in cases of a different 'request' what sort of process the service delivery follows. Within the scope of service marketing, it is focused on how the customer relationships manager, sales and service personnel have to deal with the customer. However, when the administrative and training programs of service businesses are analyzed, it was seen that they only developed programs considering the customer and contact personnel interaction. Because of this reason, it was considered necessary to analyzed the interaction between personnel and personnel in the back stage, and develpoed a method called 'critical interaction spaces (CIS)'. The service business has advantages such as ensuring the highest level of consumer satisfaction, enhancing service quality to a specific level, achieving the highest level of consistency between customer's wants and specifications, controlling quality during the process, contributing positively to consistency of service by analyzing the CIS.(original abstract)
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