Impact of Customer Relatıonship Management on Innovation: A Field Survey in The Banking Sector in The Provinces Of Erzincan and Erzurum

Yıl 2020, Sayı: 55, 159 - 190, 27.04.2020

Oğuz Han Aykut , Dilşad Güzel

https://doi.org/10.18070/erciyesiibd.569982

Öz

Customer relationship management is the management strategy that aims to satisfy the customer in the relationship between the companies and their customers, to establish strategic relationships with the customers and to manage the relationships, and also that utilize technology while carrying out it. Innovation is the realization of changes and innovations that create added value in products, services and processes. This research has been applied to bank managers in Erzincan and Erzurum city center. In this sense, the data obtained with 50 questionnaire forms were evaluated. In the analysis of the data, SPSS 22 statistical package program has been used, and frequency distribution, mean, standard deviation and regression analysis were utilized. As a result of the study, it has been seen that customer relationship management has an effect on innovation and innovation types – product innovation, process innovation, administrative innovation, marketing innovation, and service innovation.

Anahtar Kelimeler

Customer Relationship Management, Innovation, Customer Relationship Management Activities, Innovation Capabilities.

Müşteri İlişkileri Yönetiminin İnovasyon Üzerine Etkileri: Erzincan ve Erzurum İllerinde Bankacılık Sektöründe Bir Saha Araştırması

Öz

Müşteri ilişkileri yönetimi; firmaların, müşterileriyle kurdukları ilişkide müşterinin tatmin edilmesini, müşterilerle stratejik ilişkiler kurulmasını ve ilişkilerin yönetilmesini hedefleyen ve bunu gerçekleştirirken de teknolojiden faydalanan yönetim stratejisidir. İnovasyon; ürünlerde, hizmetlerde ve süreçlerde katma değer yaratacak değişikliklerin ve yeniliklerin gerçekleştirilmesidir. Bu araştırma, Erzincan ve Erzurum şehir merkezindeki banka yöneticilerine uygulanmıştır. Bu anlamda 50 anket formuyla elde edilen veriler değerlendirmeye alınmıştır. Verilerin analizinde SPSS 22 istatistik paket programı kullanılmış olup, frekans dağılımı, ortalama, standart sapma, güvenilirlik analizi ve regresyon analizlerinden yararlanılmıştır. Çalışmanın sonucunda müşteri ilişkileri yönetiminin inovasyon ve inovasyon türleri; ürün inovasyonu, süreç inovasyonu, yönetim inovasyonu, pazarlama inovasyonu ve hizmet inovasyonunu etkilediği görülmüştür.

Anahtar Kelimeler

Müşteri İlişkileri, İnovasyon, Müşteri İlişkileri Yönetimi Etkinlikleri, İnovasyon Kabiliyetleri

Kaynakça

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