The attitudes of consumers to relationship marketing activities of appararel firms and an implementation in Istanbul

Today's marketing approach is emerging as a new paradigm for the continuous implementation of various activities to maintain and improve relations with current customers, rather than acquire new customers. The process of relationship marketing is a gradual experience. This experience process begins with the establishment of customer relations. Subsequently, it is necessary to provide and develop the continuation of the customer relations. The purpose of this study is to determine how consumers have reacted to the various relationship marketing activities undertaken by apparel firms and to demonstrate the impact of such practices on consumers. The thesis is made up of three parts. The first two chapters made up of literature review, the last chapter made up of field survey. In the literature section, The concept of relationship marketing was made a general evaluation, various relationship marketing activities applied in apparel firms were mentioned and the attitudes of apparel firms' customers to such activities were evaluated. In the application section, consumers' attitudes towards apparel firms were evaluated. Firstly, The relationship between the desire to establish a relationship and the special interest expectant was assessed, and then the contribution of the established associations to the risk taking was explained. As a result of the study done, the importance of relationship marketing activities made by apparel firms in apparel customers has been revealed.