\u0130\u00e7 m\u00fc\u015fterinin, yani \u00e7al\u0131\u015fan memnuniyet ve motivasyonun \u00f6nemini anlayan t\u00fcm \u015firketler, \u00e7al\u0131\u015fan memnuniyetini \u00f6l\u00e7mek i\u00e7in ara\u015ft\u0131rmalar yapmaktad\u0131r.<\/p>\n\n\n\n
\n\u201c\u00c7al\u0131\u015fan markas\u0131 olmayan \u015firketler, rekabet avantaj\u0131 yakalayamamakta; marka yaratamamaktad\u0131rlar. Bir \u015firketin \u00e7al\u0131\u015fan\u0131 ile ger\u00e7ek bir ba\u011f kurmas\u0131, rakipleri aras\u0131nda fark yaratmas\u0131n\u0131 sa\u011flamaktad\u0131r.\u201d<\/p>\n<\/blockquote>\n\n\n\n
\u00c7al\u0131\u015fan markas\u0131 ve b\u00fct\u00fcnle\u015fme<\/h3>\n\n\n\n
\u00c7al\u0131\u015fan markas\u0131 ve b\u00fct\u00fcnle\u015fme kavramlar\u0131, \u00e7al\u0131\u015fan\u0131n i\u00e7 m\u00fc\u015fteri olmas\u0131 yani sadece i\u015fletmenin markas\u0131n\u0131 t\u00fcketmesi ile s\u0131k\u00e7a kar\u0131\u015ft\u0131r\u0131lan bir kavramd\u0131r. Oysa burada bahsedilen \u00e7al\u0131\u015fan markas\u0131 ve b\u00fct\u00fcnle\u015fme kavram\u0131, markan\u0131n \u00e7al\u0131\u015fan-\u00e7al\u0131\u015fan\u0131n marka olabildi\u011fi bir taml\u0131\u011f\u0131, birlikteli\u011fi anlat\u0131lmaktad\u0131r. Lan Buckingham\u2019\u0131n, Brand Engagement isimli kitab\u0131nda; marka \u00e7al\u0131\u015fan b\u00fct\u00fcnle\u015fmesinin yapay bir dayatma, g\u00fcd\u00fcm ya da \u0131srarla ger\u00e7ekle\u015fmeyece\u011fi ancak marka \u2013 \u00e7al\u0131\u015fan aras\u0131ndaki kar\u015f\u0131l\u0131kl\u0131 istek, ihtiya\u00e7 ve uygun ko\u015fullarda ortaya \u00e7\u0131kaca\u011f\u0131 anlat\u0131lmaktad\u0131r. Pek tabii bu durum \u00e7al\u0131\u015fandan \u00e7al\u0131\u015fana da de\u011fi\u015fmektedir. Bu ba\u011flamda, markalar\u0131n y\u00f6netim tav\u0131rlar\u0131nda tutarl\u0131l\u0131k ve bireysel farkl\u0131l\u0131klar\u0131n en aza indirilmesi \u00e7ok \u00f6nemlidir. Bu farkl\u0131l\u0131\u011f\u0131n minimuma indirgenmesinde, kurumun markala\u015fma yolunda vermek istedi\u011fi mesajlar\u0131 \u00f6ncelikle \u00e7al\u0131\u015fanlar\u0131n ve benimsemesi ve kabul etmesi gereklili\u011fi ortaya \u00e7\u0131kmaktad\u0131r.<\/p>\n\n\n\n
\u00c7al\u0131\u015fan markas\u0131, i\u00e7 ileti\u015fim, i\u00e7 markalama<\/h3>\n\n\n\n
\u0130\u00e7 ileti\u015fim, i\u00e7 markalama ve \u00e7al\u0131\u015fan markas\u0131 kavramlar\u0131 birbirine kar\u0131\u015ft\u0131r\u0131lsa da farkl\u0131 anlamlar\u0131 vard\u0131r. Bir markan\u0131n konumland\u0131rmas\u0131n\u0131 ve vaadini \u00e7al\u0131\u015fanlar\u0131na aktarmas\u0131na \u201ci\u00e7 ileti\u015fim\u201d ya da \u201ci\u00e7 markalama\u201d denir. \u00c7al\u0131\u015fan markas\u0131 olmak, daha kapsay\u0131c\u0131 bir konudur.<\/p>\n\n\n\n
\u00c7al\u0131\u015fan markas\u0131 olmak i\u00e7in;<\/h3>\n\n\n\n
\u015eirketin; rakiplerinden fark\u0131n\u0131, d\u00fcnya g\u00f6r\u00fc\u015f\u00fcn\u00fc, felsefesini, amac\u0131n\u0131 \u00e7al\u0131\u015fanlara anlatarak onlar\u0131n g\u00f6n\u00fcll\u00fc savunucu olmalar\u0131 sa\u011flanmal\u0131 ve \u00e7al\u0131\u015fanlar\u0131n birbirleri ile iyi ili\u015fkiler kurmalar\u0131na imk\u00e2n verilmelidir.<\/p>\n\n\n\n
\u00c7al\u0131\u015fan markas\u0131 y\u00f6netimi \u015firketlere ne kazand\u0131r\u0131r?<\/h3>\n\n\n\n
\u00c7al\u0131\u015fan markas\u0131 y\u00f6netimi ile \u00e7al\u0131\u015fanlar\u0131n;<\/p>\n\n\n\n
\u00c7al\u0131\u015fma iste\u011fi ve \u00e7al\u0131\u015fma verimi artar.<\/p>\n\n\n\n
\u015eirketler, \u00e7al\u0131\u015fan adaylar\u0131 ve m\u00fc\u015fteriler taraf\u0131ndan \u201ctercih edilen\u201d konumuna gelinir.<\/p>\n\n\n\n
Sunduklar\u0131 \u00fcr\u00fcn ve hizmetler ilgi g\u00f6r\u00fcr ve karl\u0131l\u0131k artar.<\/p>\n\n\n\n