The Effect of Freelancers' Customer Relationships on Work Performance within the Scope of Relationship Marketing

Emine Pınar Saygın; Gökmen Önal

Makale detayları

The Effect of Freelancers' Customer Relationships on Work Performance within the Scope of Relationship Marketing

Yazarlar:

Emine Pınar Saygın | Gökmen Önal

Yayıncı:

Kahramanmaras Sutcu Imam University

Ana Başlıklar:

İşletme

Dergi:

Kahramanmaraş Sütçü İmam Üniversitesi Sosyal Bilimler Dergisi Vol.20 Issue 2, pp.683-699

Belge Tipi:

Makale

Yayın Tarihi:

8/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001297468

pISSN:

1304-8120

Anahtar kelimeler:

Özet:

 In the context of relational marketing, the study focused on the business relationship that freelancers graphic designers usually establish while making special designs for their customers orders. It has been tried to measure how the work performance of graphic designers while producing their works is affected by the quality of trust, commitment and relationship they have established with their customers. Today, many business lines that are face to face with technology are moving to the digital world. Due to the nature of the way it works, the graphic design business made this transition earlier. Graphic designers are a professional group that works by combining bespoke design with the originality of art. Although the products they reveal are digital, the relationship they establish with the customer is strong and meaningful because they make bespoke designs. The aim of the research is to reveal the relationship of this professional group, which makes custom digital design, with the customer, in the context of relational marketing. In the study, a literature-based model was developed to answer the research questions. Quantitative research method was used and questionnaire was preferred as data collection technique. 353 people participated in the survey, and the hypotheses established according to the results of the survey were supported.

 In the context of relational marketing, the study focused on the business relationship that freelancers graphic designers usually establish while making special designs for their customers orders. It has been tried to measure how the work performance of graphic designers while producing their works is affected by the quality of trust, commitment and relationship they have established with their customers. Today, many business lines that are face to face with technology are moving to the digital world. Due to the nature of the way it works, the graphic design business made this transition earlier. Graphic designers are a professional group that works by combining bespoke design with the originality of art. Although the products they reveal are digital, the relationship they establish with the customer is strong and meaningful because they make bespoke designs. The aim of the research is to reveal the relationship of this professional group, which makes custom digital design, with the customer, in the context of relational marketing. In the study, a literature-based model was developed to answer the research questions. Quantitative research method was used and questionnaire was preferred as data collection technique. 353 people participated in the survey, and the hypotheses established according to the results of the survey were supported.

 In the context of relational marketing, the study focused on the business relationship that freelancers graphic designers usually establish while making special designs for their customers orders. It has been tried to measure how the work performance of graphic designers while producing their works is affected by the quality of trust, commitment and relationship they have established with their customers. Today, many business lines that are face to face with technology are moving to the digital world. Due to the nature of the way it works, the graphic design business made this transition earlier. Graphic designers are a professional group that works by combining bespoke design with the originality of art. Although the products they reveal are digital, the relationship they establish with the customer is strong and meaningful because they make bespoke designs. The aim of the research is to reveal the relationship of this professional group, which makes custom digital design, with the customer, in the context of relational marketing. In the study, a literature-based model was developed to answer the research questions. Quantitative research method was used and questionnaire was preferred as data collection technique. 353 people participated in the survey, and the hypotheses established according to the results of the survey were supported.

 Çalışma, ilişkisel pazarlama bağlamında genellikle freelance serbest çalışan grafik tasarımcılarının müşterilerinin siparişlerine özel tasarım yaparken kurdukları iş ilişkisine odaklanmıştır. Grafik tasarımcıların işlerini üretirken ortaya koydukları çalışma performanslarının, müşterileri ile kurdukları güven, bağlılık ve ilişki kalitesinden nasıl etkilendiği ölçülmeye çalışılmıştır. Günümüzde teknoloji ile yüz yüze olan birçok iş kolu dijital dünyaya taşınmaktadır. Çalışma biçiminin doğası nedeniyle grafik tasarım işi bu geçişi daha erken sağlamıştır. Grafik tasarımcılar siparişe özel tasarım ile sanatın özgünlüğünü birleştirerek çalışan bir meslek grubudur. Ortaya koydukları ürünler dijital olmasına rağmen, sipariş üzerine tasarım yaptıkları için müşteri ile kurdukları ilişki kuvvetli ve anlamlıdır. Araştırmanın amacı siparişe özel dijital tasarım yapan bu meslek grubunun müşteri ile kurdukları ilişkiyi, ilişkisel pazarlama bağlamında ortaya koymaktır. Çalışmada araştırma sorularını yanıtlamak için literatüre dayalı bir model geliştirilmiştir. Nicel araştırma yöntemi kullanılmış, veri toplama tekniği olarak anket tercih edilmiştir. Yapılan ankete 353 kişi katılmış, uygulanan anket sonucuna göre kurulan hipotezler desteklenmiştir.

Makale detayları

The Effect of Freelancers' Customer Relationships on Work Performance within the Scope of Relationship Marketing

Yazarlar:

Emine Pınar Saygın | Gökmen Önal

Yayıncı:

Kahramanmaras Sutcu Imam University

Ana Başlıklar:

İşletme

Dergi:

Kahramanmaraş Sütçü İmam Üniversitesi Sosyal Bilimler Dergisi Vol.20 Issue 2, pp.683-699

Belge Tipi:

Makale

Yayın Tarihi:

8/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001297468

pISSN:

1304-8120

Marketing

Relationship Marketing

Trust

Commitment

Grapgic DesignerPazarlama

İlişkisel Pazarlama

Güven

Bağlılık

Grafik Tasarımcı

Sayı

Makale detayları

Yazarlar: Emine Pınar Saygın | Gökmen Önal

Yayıncı: Kahramanmaras Sutcu Imam University

Ana Başlıklar: İşletme

Dergi: Kahramanmaraş Sütçü İmam Üniversitesi Sosyal Bilimler Dergisi Vol.20 Issue 2, pp.683-699

Belge Tipi: Makale

Yayın Tarihi: 8/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001297468

pISSN: 1304-8120

Sayı

Yazarlar:

Emine Pınar Saygın | Gökmen Önal

Yayıncı:

Kahramanmaras Sutcu Imam University

Ana Başlıklar:

İşletme

Dergi:

Kahramanmaraş Sütçü İmam Üniversitesi Sosyal Bilimler Dergisi Vol.20 Issue 2, pp.683-699

Belge Tipi:

Makale

Yayın Tarihi:

8/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001297468

pISSN:

1304-8120