Tez özetleri Astronomi ve Uzay Bilimleri Anabilim Dalı

Measurement of Customer Satisfaction and Marketing Management in State Forest Enterprises

The aim of this study is to measure customer satisfaction of buyers, who join auction sales in State Forest Enterprises and buy industrial products. Within the context of measuring, this study tries to set satisfaction level of price that has been proposed by Forest Enterprises, physical distribution and decisions about products; and also set satisfaction of promotions case. Although promotions are not usually carried out by state enterprises, satisfaction levels affected by promotion activities carried out by State Enterprises are determined.

The other object of the study is to find out the dissatisfaction on the elements of marketing mix, to improve some decisions related with them and to observe the changing in the satisfaction levels of the customers concerning the decisions in marketing program.

“The Model of the Antecedents and Consequences of Satisfaction Decisions” is used as a research model. Measurement of preferences, Likert scale is used in this study. Three questionnaires which are prepared according to this model and scale were applied to buyers of the auctions done by Yığılca State Forest Enterprise on 08.02.2007 and 18.06.2007. Furthermore the manager, the assistant manager and the chiefs who responsible for the marketing programs and management in Yığılca Forest Enterprise had participated in surveys by determining the weight of criteria that affect the satisfaction levels of customers.

Findings of this study are given according to level of significance of customer, level of significance of marketing managers, and the results about measuring that done at different times.

In result of this research, it was found that Yığılca Forest Enterprise dissatisfies its customers in subjects such as standardization, dimensions, storage, product variety and product quality. On the other hand, satisfaction is determined about price, relations quality and employees.

In conclusion, its seen that research in the example of Yığılca Forest Enterprise, can be applied on other Forest Enterprises. In addition to this, using “The Model of the Antecedents and Consequences of Satisfaction Decisions” as a satisfaction determining model is found to be appropriate and it is found out that, customer satisfaction can be observed by using such a model that is set up on Forest Enterprises.

BİLİCİ Ebru
Danışman : Prof.Dr.Mesut HASDEMİR

Anabilim Dalı : Orman Mühendisliği

Programı : Orman İnşaatı ve Transportu Yüksek Lisans

Mezuniyet Yılı : 2008

Tez Savunma Jürisi : Prof.Dr.Mesut HASDEMİR

Prof. Dr. Hüseyin E. ÇELİK,

Prof.Dr.Hakan ALTINÇEKİÇ

Doç. Dr. Murat DEMİR

Yrd. Doç. Dr. Ali KÜÇÜKOSMANOĞLU