Örgütsel faktörler ile bilgi yönetiminin e-CRM başarısı ve satış performansı üzerindeki etkisi: Havayolu sektöründe bir araştırma

Abstract

Artan rekabet koşulları karşısında işletmelerin uzun dönemli rekabet üstünlüğü sağlayabilmeleri için var olan kaynakları etkin ve verimli bir şekilde kullanması gerekmektedir. Müşteri memnuniyetinin en iyi şekilde sağlanması, kazanılanın kaybedilmemesi, satış ekibinin işletme hedefleri doğrultusunda yönetilmesi orta ve üst yönetim için önemli bir faktör haline gelmiştir. Bu çerçevede değişen teknolojik değişimlere bağlı olarak işletmelerin e-CRM uygulamalarını kullanması kaçınılmaz olmuştur. Çalışmanın temel amacı örgütsel faktörler ile bilgi yönetiminin e-CRM başarısı ve satış performansı üzerinde etkisinin olup olmadığını incelemektir. Anket, havayolu sektöründe çalışan bireyler üzerinde uygulanmıştır. Kolayda örnekleme yönteminin kullanıldığı çalışmada, araştırmanın örneklemini 219 kişi oluşturmaktadır. Verilerin analizinde SPSS 22 istatistik programı kullanılmış ve regresyon analizi yapılmıştır. Analiz sonuçlarına göre; örgütsel faktörlerin, bilgi yönetiminin, e-CRM başarısı ve satış performansı üzerinde etkili olduğu ve e-CRM başarısının da satış performansı üzerinde etkisinin olduğu sonucuna ulaşılmıştır.

Keywords

• Örgütsel Faktörler
• Bilgi Yönetimi
• E-CRM Başarısı
• Satış Performansı

The effect of organizational factors and information management on e-CRM success and sales performance: an application in the airline industry

Abstract

Due to increasing competition conditions, businesses need to use their existing resources effectively and efficiently to gain a long-term competitive advantage. It has been an important factor for middle and senior management to ensure customer satisfaction in the best way, not lose what is gained, and to manage the sales team in line with the business objectives. Therefore, it has become inevitable for businesses to use e-CRM applications due to technological changes. The main aim of this study is to examine whether organizational factors and knowledge management affect e-CRM success and sales performance. This study was applied to individuals working in the airline industry. A survey was applied to individuals working in the airline industry to obtain the required data for the study. Convenience sampling method was used and the sample of this study consisted of 219 participants. SPSS 22 statistical program was used and regression analysis was performed for obtained data. According to the obtained analysis results, the organizational factors and the knowledge management are effective in e-CRM success and sales performance, and e-CRM success is effective in sales performance.

Keywords

• Organizational Factors
• Knowledge Management
• E-CRM Success
• Sales Performance

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