Relational Marketing Activities in the Scale of Ataköy Marina Istanbul

Abstract

As it is known main purpose of the modern marketing is to create a satisfied and loyalty customer. First requirement of the relationship marketing is to create lifelong customer, means to create a customer with happiness, satisfaction and loyalty. Marina management is a type of tourism facility administration. Marinas are the companies that support tourism both regional and international area in order to improve the service quality and customer satisfaction. In this research Ataköy Marina, one of the most important marinas of Turkey is chosen with case analyze method. It is a considerable fact that yachts are small, luxury and floating hotels, carrying their own beds, which their expenses of repair and maintenance are met by yachtsmen and yachtswomen themselves and that yachting is an important source of income contributing to the economies of the countries visited. Observations and interviews are made with the managers of the Ataköy Marina residents etc. We hope this research will help the future studies about marina concept in both customers and manager view.