MANAGING THE RELATIONSHIP BETWEEN E-CRM, ONLINE CUSTOMER SATISFACTION AND LOYALTY IN DIGITAL B2C MARKETS: THE CASE OF TURKISH FASHION COMPANIES

Öz

Türk moda endüstrisi, Türk ekonomisinin en aktif sektörlerinden biridir ve her yıl çok fazla gelir getirmektedir. Bu gerçekle birlikte, sektördeki şirketler, e-ticaret ve e-MİY stratejilerinin uygulanmasında hala birçok zorlukla karşılaşmaktadırlar. Bu makale, e-MİY'nin aşamaları ile müşteri memnuniyeti ve sadakati arasındaki ilişkiyi incelemektedir. Çalışmada e-MİY; satın alma öncesi, satın alma sırasında ve satın alma sonrası olarak ayrılmıştır. Daha sonra bu e-MİY aşamaları ve müşteri memnuniyeti arasında önemli bir ilişki olup olmadığı araştırılmıştır. Türk moda dijital pazarına uygulanabilen bu üç bileşenin ayrıntılı olarak açıklanmasının ardından, Türkiye’de en çok kullanılan 20 çevrimiçi alışveriş platformunda yapılan bir anket aracılığıyla elde edilen veriler analiz edilmiştir. Çalışma sonunda e-MİY uygulamalanın en uygun ve karlı yolları hakkında önerilerlerde bulunulmuştur.

Anahtar Kelimeler

• online customer satisfaction
• customer loyalty
• customer lifecycle
• müşteri ilişkileri yönetimi
• elektronik müşteri ilişkileri yönetimi
• müşteri sadakati

MANAGING THE RELATIONSHIP BETWEEN E-CRM, ONLINE CUSTOMER SATISFACTION AND LOYALTY IN DIGITAL B2C MARKETS: THE CASE OF TURKISH FASHION COMPANIES

Abstract

The Turkish fashion industry is one of the most active sectors of the Turkish economy, and it brings a lot of income every year. Along with this fact, the companies in this industry still encounter some challenges in e-commerce and e-CRM strategies' implementation. This paper indicates the relationship between customer satisfaction, loyalty, and the phases of e-CRM as pre-purchase, at- purchase, and post-purchase. This research concentrates on proving whether or not there exists a significant relationship between these e-CRM steps and customer satisfaction. After a detailed explanation of all three dimensions applied in the Turkish fashion digital market, the data obtained through a survey carried out on the 20 most used online shopping platforms for fashion items were analysed. At the end of the study, the possible most suitable and profitable ways of implementing e-CRM in this sector were proposed.

Keywords

• Customer relationship management
• electronic customer relationship management
• online customer satisfaction

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