Customer Relationship Management Methods and Their Benefits in Forest Products Enterprises in Istanbul
Öz
In this study, customer relationship
management (CRM) methods and the benefits of
CRM practices in the forest products industry
were investigated. Whether mean CRM grades
and results differ by the demographic
characteristics of employees and sector were also
studied. 344 forest product business managers
(lower, middle and senior managers) were
personally interviewed for the study. Several
descriptive statistics (such as frequency,
percentage, arithmetic mean), independent-t test
and one-way ANOVA were employed in the
study. The data was analyzed using SPSS
statistical package program. The business most
frequently used the “face-to-face interviews with
customers” as the CRM method while “improved
service quality” was the greatest benefit of the
CRM method.
Anahtar Kelimeler
Customer relationship management methods,forest products industry
Kaynakça
- Agrawal M.L. 2004. Customer relationship management (CRM) & corporate renaissance. Journal of Services Research, 3(2): 149-171.