Optisyenlik müesseselerinin sağlıkta pazarlama faaliyetleri açısından değerlendirilmesi
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Date
2019
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Open Access Color
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Abstract
Bu araştırmada, ülkemizdeki optisyenlik müesseselerinin yapısı dikkate alınarak, optisyenlik müesseselerindeki pazarlama faaliyetleri için bir pazarlama karması tanımlanmıştır. Optisyenlik müesseseleri, reklam konusundaki yasal durum nedeni ile pazarlama faaliyetlerini mağaza içinde gözlük kullanıcılarının memnuniyet düzeyini artırıcı faaliyetler ile gerçekleştirmektedir. Bu pazarlama faaliyetleri incelendiğinde öne çıkan pazarlama faaliyetleri ürün, fiyat, dağıtım ve tutundurmadır. Bu nedenle optisyenlik müesseseleri için tanımlanan pazarlama karmasında bu boyutlara yer verilmiştir. Bu araştırmada, optisyenlik müesseselerinde yürütülen bu pazarlama faaliyetlerinin etki düzeyi araştırılmıştır. Araştırmanın evrenini İstanbul ilindeki gözlük kullanıcıları, örneklemini ise İstanbul ilinde gözlük kullanan 358 gözlük kullanıcısı oluşturmaktadır. Araştırmada veriler, araştırma kapsamında geliştirilen 'Optisyenlik Müesseselerinde Pazarlama Faaliyetleri Ölçeği' ile toplanmıştır. Verilerin analizinde ise betimsel istatistik ve Kruskal-Wallis Testi kullanılmıştır. Araştırma sonucunda gözlük kullanıcılarının optisyenlik müesseselerindeki pazarlama faaliyetlerinden memnun olduğu sonucuna ulaşılmıştır. Ayrıca, gözlük kullanıcıları müesseselerdeki ürün, tutundurma ve dağıtım faaliyetlerinden memnun olduğunu belirtmiştir. Araştırmada gözlük kullanıcılarının yaşı ve gelir durumunun müesseselerdeki pazarlama faaliyetlerinden memnuniyet düzeylerini etkilemediği anlaşılmıştır. Araştırma sonuçları optisyenlik müesseselerindeki pazarlama faaliyetleri açısından değerlendirilmiş ve optisyenlik müesseselerine pazarlama faaliyetlerinin niteliğini artıracağı düşünülen önerilerde bulunulmuştur.
In this research, a marketing mix has been defined for the marketing activities in optical stores by taking into consideration the structure of optical stores in our country. Due to the legal status of advertising, optician organizations carry out their marketing activities through activities that increase the satisfaction level of eyeglass users in the store. When these marketing activities are examined, the prominent marketing activities are product, place and promotion. Therefore, these dimensions are included in the marketing mix defined for optician organizations. In this research, the effect level of these marketing activities carried out in optician organizations was investigated. The population of the study consists of spectacle users in Istanbul and 358 spectacle users using spectacles in Istanbul. The data were collected with the 'Marketing Activities Scale at Optical Stores' Scale developed within the scope for the research. Descriptive statistics and Kruskal-Wallis test were used for data analysis. As a result of the research, it was concluded that eyeglass users are satisfied with the marketing activities in optical stores. Eyeglass users stated that they are satisfied with the product, place and promotion activities. In the study, it was understood that the age and income status of eyeglass users did not affect the satisfaction level of marketing activities in the optical stores. The results of the research have been evaluated in terms of marketing activities in optician organizations and suggestions have been made to the optical stores which are thought to increase the quality of marketing activities.
In this research, a marketing mix has been defined for the marketing activities in optical stores by taking into consideration the structure of optical stores in our country. Due to the legal status of advertising, optician organizations carry out their marketing activities through activities that increase the satisfaction level of eyeglass users in the store. When these marketing activities are examined, the prominent marketing activities are product, place and promotion. Therefore, these dimensions are included in the marketing mix defined for optician organizations. In this research, the effect level of these marketing activities carried out in optician organizations was investigated. The population of the study consists of spectacle users in Istanbul and 358 spectacle users using spectacles in Istanbul. The data were collected with the 'Marketing Activities Scale at Optical Stores' Scale developed within the scope for the research. Descriptive statistics and Kruskal-Wallis test were used for data analysis. As a result of the research, it was concluded that eyeglass users are satisfied with the marketing activities in optical stores. Eyeglass users stated that they are satisfied with the product, place and promotion activities. In the study, it was understood that the age and income status of eyeglass users did not affect the satisfaction level of marketing activities in the optical stores. The results of the research have been evaluated in terms of marketing activities in optician organizations and suggestions have been made to the optical stores which are thought to increase the quality of marketing activities.
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Sağlık Kurumları Yönetimi, Health Care Management