Yiyecek ve İçecek İşletmeleri Yönetiminde Sosyal Medyanın Rolü: Ankara’da Bir Örgütsel Performans Değerlendirmesi (The Role of Social Media in the Management of Food and Beverage Businesses: An Organizational Performance Evaluation in Ankara)
DOI:
https://doi.org/10.21325/jotags.2024.1485Keywords:
Social media, Food and beverage businesses, Customer relationship managementAbstract
This study examines the use of social media by food and beverage businesses operating in Ankara and its impact on business performance. In this study, semi-structured in-depth interviews were conducted with business managers selected through purposive sampling until data saturation was reached, utilizing a qualitative research methodology. Ultimately, interviews were conducted with 12 business managers. The data obtained were analyzed using MAXQDA 24 software. The research findings reveal that businesses use social media for various purposes, including marketing, promotion, customer relationship management, and competitive analysis. Social media enables businesses to reach a wide customer base and increase brand awareness. Business owners and managers generally evaluate the use of social media positively due to its ability to reach large audiences and provide low-cost marketing opportunities. However, some managers emphasize that social media may be ineffective and that face-to-face interaction is more important. It has been determined that social media allows businesses to respond quickly to customer feedback and improve service quality. Businesses actively use social media to evaluate customer feedback and make improvements to their menus and services based on this feedback. This enhances business performance and helps achieve operational improvements. The findings obtained support the Uses and Gratifications (U&G) Theory presented in the study.
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