LİMAN PAZARLAMA STRATEJİLERİNDE IOT TEKNOLOJİSİNİN AKILLI LİMAN VE TERMİNAL OPERASYONLARINA UYGULANMASIYLA HİZMET MARKA DEĞERİNİN ARTTIRILMASI: INCREASING SERVICE BRAND VALUE BY APPLYING IOT TECHNOLOGY TO SMART PORT AND TERMINAL OPERATIONS IN PORT MARKETING STRATEGIES

Anıl ÇETİN

doi:10.5281/zenodo.14845565

Authors

Anıl ÇETİN İstanbul Gelişim Üniversitesi https://orcid.org/0009-0005-6857-4072

DOI:

https://doi.org/10.5281/zenodo.14845565

Keywords:

Port Marketing, Strategy, IoT Technology, Smart Port, Terminal Operations, Service Brand Value

Abstract

In addition to being among the basic elements of maritime trade, ports, which have an important place in creating maritime trade demand, play an important role in the marketing strategies of the businesses they own. It addresses how the application of this technology to smart port and terminal operations can increase the service brand value by managing the port more extensively and comprehensively. The contributions of IoT technology to increasing efficiency, reducing costs and increasing customer satisfaction in port operations are examined. The research aims to reveal how IoT can be integrated into port management and provide competitive advantage. The study also aims to investigate the use of IoT in port marketing strategies and its effects on service brand value. With the spread of digitalization and automation in the sector where businesses work quickly and efficiently, port operations are becoming smarter and more efficient. IoT technologies, where physical objects can connect with each other or with larger systems, make it possible to better manage the port infrastructure of facilities at sea, from large to small, to monitor operations in real time and to optimize logistics processes.

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INCREASING SERVICE BRAND VALUE BY APPLYING IOT TECHNOLOGY TO SMART PORT AND TERMINAL OPERATIONS IN PORT MARKETING STRATEGIES