A Study On The Impact On Innovation Strategies Of Customer Relationship Management

Year 2014, Volume: 7 Issue: 3, 19 - 66, 03.06.2014

Aysel Erciş Polat Can

Abstract

Nowadays, the need for innovation, especially the effect of competition is increasing day by day. Companies with products and services not only to survive in this competitive environment, but also within the company as well as to the needs of the ever changing customer needs and superior customer value as its competitors in order to create a different and effective customer relationship management must be aware of the impact of innovation strategies. Organizational structure and culture of innovation in ensuring continuity and continuity is thought to be an effective and important. The aim of this study was to measure the impact on innovation strategies and strategies of customer relationship management is to determine the impact on firm performance. According to research conducted for this purpose the top 500 firms applied to ISO 2009. Data analysis, frequency distribution, mean and standard deviation, structural equation modeling analyzes were conducted. Impact on the result of the analysis determined that the innovation strategies of customer relationship management.

Keywords

Customer Relationship Management, Benchmarking, Customer Information Process, Lead Users, Innovation

Müşteri İlişkileri Yönetiminin İnovasyon Stratejilerine Etkisi Üzerine Bir Araştırma

Abstract

Günümüzde özellikle rekabetin etkisiyle inovasyona olan ihtiyaç gün geçtikçe artmaktadır. Firmaların bu rekabet ortamında hayatta kalmaları için sadece ürün ve hizmetlerde değil, aynı zamanda hem firma içerisinde hem de değişen müşteri istek ve ihtiyaçlarına göre rakiplerden farklı ve etkin olarak üstün müşteri değeri yaratabilmek amacıyla müşteri ilişkileri yönetiminin inovasyon stratejilerine olan etkisini bilmeleri gerekmektedir. İnovasyonun sürekliliği ve devamlılığını sağlamada organizasyon yapısı ve kültürünün etkili ve önemli olduğu düşünülmektedir. Bu çalışmanın amacı müşteri ilişkileri yönetiminin inovasyon stratejileri üzerindeki etkisini ölçmek ve stratejilerin firma performansına etkisini tespit etmektir. Bu amaç doğrultusunda yapılan araştırma İSO 2009 verilerine göre ilk 500 firmada uygulanmıştır. Verilerin analizinde frekans dağılımları, ortalama ve standart sapma, yapısal eşitlik modelleme analizleri yapılmıştır. Analizler sonucunda müşteri ilişkileri yönetiminin inovasyon stratejileri üzerinde etkisinin olduğu belirlenmiştir.

Keywords

Müşteri İlişkileri Yönetimi, Kıyaslama, Müşteri Bilgi Süreci, Lider Kullanıcılar, İnovasyon Stratejileri

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