Abstract:
Today, manager and personnel profiles are continuously changing and developing. Managers and
personnel in the field of service marketing should improve themselves in line with the continuous change and
development. It is a non-negligible fact that managers undertake instructional leadership roles and they hereby
provide their personnel and themselves an opportunity for sustainable training. The purpose of the study is to
examine the attitudes and perceptions of managers working in different fields of service marketing for the
continuous training of their personnel regarding performance, success and service quality. Moreover, the relation
between training and marketing communication was analyzed within the scope of the research. In this context, a
two-part questionnaire was applied to a total of randomly selected 950 managers from different service sectors in
Istanbul. Data of the questionnaire were analyzed with PASW Statistic 18 package program. Following the
reliability analysis, Cronbach’s alpha coefficient was found as 0.963. T test was used in independent samples and
variables, and one-way ANOVA in comparisons with more than two groups. Besides Chi-Square tests were
utilized for independency research. As a result of the research, it was concluded that 78% of the managers have
stated continuous training as obligatory in service enterprises. It was observed that managers with high level of
education are more conscious regarding providing training for personnel with the purpose of increasing the
service quality. It was also determined that educational background of managers is an effective factor on
evaluation of efficiency, performance and training and on believing that sales and marketing is the most important
factor of communication.
