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Meeting the customer’s needs, satisfying them and keeping up the relations is crucial for accomodation businesses. Relationship marketing approach is the key element to build trust and commitment. Accomodation businesses should improve their capabilities of mutual communication and maintaining relationships in order to understand customer needs, meet them and create loyal customers for their businesses. Intense use of internet and social media in tourism forces accomodation businesses to improve their capabilities, which are called as social cutomer relationship management capabilites, to manage their relationships with customers through social media. The aim of this study is to determine whether the opinions of managers of accomodation businesses on social customer relationship capabilities differ according to managers’ demographic features. We used frequency analysis, one way anova test, t test and factor analysis. According to results there were differences on managers’ opinions depending on their education level, age and work experiences.

İLİŞKİSEL PAZARLAMA KAPSAMINDA SOSYAL MÜŞTERİ İLİŞKİLERİ YÖNETİMİ VE KONAKLAMA İŞLETMELERİNDE BİR UYGULAMA