Information Package / Course Catalogue - Adnan Menderes University

General Information Unit Staff Academic Information Programme Outcomes Course Structure Diagram Contact Information

Person Responsible for Information Package

Prof. Başak Burcu EKE

Prof. Gül ERBAY ASLITÜRK

Prof. Osman Eralp ÇOLAKOĞLU

Prof. Ülker ÇOLAKOĞLU

Assoc. Prof. Ahu YAZICI AYYILDIZ

Assoc. Prof. Gülnur KARAKAŞ TANDOĞAN

Assoc. Prof. Hakan ATAY

Assoc. Prof. Melek Ece ÖNCÜER ÇİVİCİ

Assoc. Prof. Onur İÇÖZ

Assoc. Prof. Tuğrul AYYILDIZ

Assoc. Prof. Vedat ACAR

Ins. Büşra HAFÇI YORULMAZ

Ins. Çimen ATAY

Ins. Ergün EFENDİ

Ins. Fisun KARABURUN

Ins. Funda SÖNMEZATEŞ

Lec. Battal OĞUZ

Lec. Fatih EPİK

Lec. Aysun DURMAN

Lec. Ayşe ARSLAN ÖZKAN

Lec. Banu ŞİMŞEK

Lec. Fatma KARAGÖZ

Lec. Kardelen Eda ESKİN

Lec. Neslihan HURDA

Lec. Ömer Faruk ALP

Lec. Saime Alev TOPÇU

Lec. Şadiye Esra ANAZ

Lec. Şükran ATLI

Customer Loyalty

Course Code	: REH440
Course Type	: Area Elective
Couse Group	: First Cycle (Bachelor's Degree)
Education Language	: Turkish
Work Placement	: N/A

Theory	: 2
Prt.	: 0
Credit	: 2
Lab	: 0
ECTS	: 3

Objectives of the Course

The aim of the course is to teach students methods that could be used to create consumer loyalty by suggesting the importance of customer loyalty

Course Content

Within the concept of the lesson, firstly, importance of the relationship and loyalty between customer satisfaction and customer loyalty will be handled with regards to tourism management. Furthermore, the other factors influencing the loyalty will be explained by giving examples. Loyalty types and examples of them will be presented. Additionally, policies and strategies required to increase the loyalty will be explained. Importance of complaint management will be evaluated in terms of loyalty.

Name of Lecturer(s)

Learning Outcomes

1.	To be able to evaluate customer/ tourist loyalty, theories of customer loyalty and the factors determining the customer loyalty,
2.	To be able to interpret and evaluate customer loyalty in terms of cultures,
3.	To be able to recognize the concept of customer value
4.	To be able to comprehend relationship of attitudinal commitment with behavioral commitment.
5.	To be able to comprehend relationship between service improving strategies and loyalty.

Recommended or Required Reading

1.	Atila Yüksel (2008), Tourist Satisfaction and Complaining Behavior: Measurement and Management Issues in the Tourism and Hospitality Industry, Nova Publishers, NY.
2.	Selvi, M. S. (2007). Müşteri Sadakati, Seçkin Yayıncılık.
3.	İslamoğlu, A. H. ve Altunışık, R. (2013). Tüketici Davranışları, Beta Yayıncılık.
4.	Yükselen, C. (2012). Pazarlama, Detay Yayıncılık.
5.	Kotler,P. (2011). Kotler ve Pazarlama, Sistem Yayıncılık
6.	Odabaşı, Y. Ve Oyman, M. (2011). Pazarlama İletişimi Yönetimi, MediaCat Yayınları.

Weekly Detailed Course Contents

Week 1 - Theoretical

Foreknowledge will be given about the objectives, importance, concept, contents, methods of measurement and sources of the lesson.

Week 2 - Theoretical

Introduction to customer satisfaction management will be done and the importance of it will be emphasized with regards to marketing.

Week 3 - Theoretical

Importance of customer retention and concept of loyalty will be explained with examples.

Week 4 - Theoretical

Transition from sales focused marketing to relationship oriented marketing and the evolution forming loyalty will be handled with regards to tourism establishment.

Week 5 - Theoretical

Relationship of attitudinal commitment with behavioral commitment will be emphasized.

Week 6 - Theoretical

Segmentation methods will be discussed in terms of commitments.

Week 7 - Theoretical

Customer satisfaction theories will be explained.

Week 8 - Theoretical

Comparison standards of customer satisfaction / dissatisfaction will be handled.

Week 9 - Intermediate Exam

Mid-Term Exam

Week 10 - Theoretical

Image and multiple comparison standards will be emphasized by giving examples in customer satisfaction.

Week 11 - Theoretical

Topics of factors determining customer satisfaction and comparison of tourist satisfaction will be discussed.

Week 12 - Theoretical

Importance of customer complaints will be explained by giving case studies in customer loyalty.

Week 13 - Theoretical

Relationship between service improving strategies and loyalty will be handled.

Week 14 - Theoretical

Verbal and nonverbal communication will be dwelled on in customer satisfaction.

Week 15 - Theoretical

General review will be done and deficiencies will be made up.

Week 16 - Final Exam

Final Exam

Assessment Methods and Criteria

Type of Assessment	Count	Percent
Midterm Examination	1	%40
Final Examination	1	%70

Workload Calculation

Activities	Count	Preparation	Time	Total Work Load (hours)
Lecture - Theory	14	2	2	56
Midterm Examination	1	8	1	9
Final Examination	1	9	1	10
TOTAL WORKLOAD (hours)				75

Contribution of Learning Outcomes to Programme Outcomes

	PÇ-1	PÇ-2	PÇ-3	PÇ-4	PÇ-5	PÇ-6	PÇ-7	PÇ-8	PÇ-9	PÇ-10	PÇ-11	PÇ-12	PÇ-13	PÇ-14	PÇ-15	PÇ-16
OÇ-1	5	4	4	4	4	5	1	4	3	4	5	5	4	3	3	4
OÇ-2	5	4	4	4	4	5	1	4	3	4	5	5	4	3	3	4
OÇ-3	5	4	4	4	4	5	1	4	3	4	5	5	4	3	3	4
OÇ-4	5	4	5	4	5	1	1	4	2	4	5	5	4	4	4	4
OÇ-5	5	4	5	4	5	1	1	4	3	4	4	5	4	4	4	4