OTEL LETMELER N N NTERNET TABANLI Mü TER L K LER NDE “E-POSTA Y NET M ” VE TüRK YE’DEK OTEL LETMELER üZER NE B R ARA TIRMA = E-MAIL MANAGEMENT IN WEB-BASED CUSTOMER RELATIONS

E-mail usage as a result of technological development has provided a new dimension between customer relationship and businesses. In this study e-mail management as a customer relationship tool has been reviewed in hotel establishments. The main purpose of this study is to explore the effectiveness of e-mail usage in hotels in Turkey. In order to achieve this purpose, mystery guest approach has been used and an inquiry mail about accommodation is send to hotels in Turkey, The response behavior to e-mail inquiries in the aspect of response quality and response speed are evaluated and the differences are investigated according to hotel scale, geographic location and hotel types.