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

Öz

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.

Anahtar Kelimeler

• 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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

1. Ahearne, M., Jones, E., Rapp, A. ve Mathieu, J. (2008). High touch through high tech: the impact of salesperson technology usage on sales performance via mediating mechanisms. Management Science, 54(4), 671-685. Doi:https://doi.org/10.1287/mnsc.1070.0783
2. Akkuş, Ç. ve Akkuş, G. (2016). Turizm sektörü kobilerinin e-crm yaklaşımlarının değerlendirilmesi ve KOBI özelliklerine göre farklılıklarının incelenmesi. İşletme Araştırmaları Dergisi, 8(1), 380-412.
3. Aktürk B. K. (2017). Bilgi yönetimi uygulamalarının strateji formülasyonu yeteneğine ve işletme performansına etkisine ilişkin bir araştırma (Yayınlanmamış Doktora Tezi). Yalova Üniversitesi, Sosyal Bilimler Enstitüsü, Yalova.
4. Al-Dmour, H. H., Algharabat, R. S., Khawaja, R. ve Al-Dmour, R. H. (2019). Investigating the impact of ECRM success factors on business performance: Jordanian commercial banks. Asia Pacific Journal of Marketing and Logistics, 31 (1), 105-127. Doi:https://doi.org/10.1108/APJML-10-2017-0270
5. Almohaimmeed, B. (2021). The impact of analytical crm on strategic crm, operational crm and customer satisfaction: Empirical study on commercial banks. Uncertain Supply Chain Management, 9(3), 711-718. Doi: https://doi: 10.5267/j.uscm.2021.4.007
6. Amazhanova, K., ve Huseynov, F. (2017). The impact of electronic customer relationship management on customer satisfaction in Turkey. Yönetim, ekonomi ve pazarlama araştırmaları dergisi, 12, 12-26. Doi: https://doi.org/ 10.29226/TR1001.2018.42
7. Anaam, E. A., Bakar, K. A. A., Satar, N. S. M.,ve Kamrul, M. (2021). Critical success factors for electronic customer relationship management success adoption: Telecommunication companies case study. International Journal of Advanced and Applied Sciences International Journal of Advanced and Applied Sciences, 8(10), 116-130.
8. Atalık, Ö., Akan, A. ve Bakır, M. (2019). Havacılık 4.0: havayolu ve havaalanı endüstrisinde güncel endüstri 4.0 uygulamaları. II.International Conference on Empirical Economics and Social Science (ICEESS’19) (pp. 879-891).

9. Avlonitis, G. J. ve Panagopoulos, N. G. (2005). Antecedents and consequences of crm technology acceptance in the sales force. Industrial Marketing Management, 34(4), 355-368. Doi: https://doi.org/10.1016/j.indmarman.2004.09.021
10. Aydın, A. (2020). Türkiye havayolu taşımacılığı sektörünün yapısal analizi. İşletme ve İktisat Çalışmaları Dergisi, 10(2), 55-69.
11. Aydın, S. ve Akyollu, S. (2021). The effects of crm over salespersons’selling intention and sales performance: a research in Turkish non-life insurance market. Uluslararası İktisadi ve İdari İncelemeler Dergisi, (30), 291-308. Doi: https://doi.org/10.18092/ulikidince.844803
12. Becker, J. U., Greve, G. ve Albers, S. (2009). The impact of technological and organizational implementation of crm on customer acquisition, maintenance, and retention. International Journal of research in Marketing, 26(3), 207-215. Doi: https://doi.org/10.1016/j.ijresmar.2009.03.006
13. Bezovski, Z., ve Hussain, F. (2016). The benefits of the electronic customer relationship management to the banks and their customers. Research Journal of Finance and Accounting, 7(4), 112-116.
14. Bhanu, F., ve Magiswary, D. (2010, November). Electronic customer relationship management systems (E-CRM): A knowledge management perspective. In 2010 International Conference on Education and Management Technology (pp. 409-413). IEEE.
15. Bhat, S. A. ve Darzi, M. A. (2016). Customer relationship management: an approach to competitive advantage in the banking sector by exploring the mediational role of loyalty. International Journal of Bank Marketing, 34(3), 388-410.
16. Bohling, T., Bowman, D., LaValle, S., Mittal, V., Narayandas, D., Ramani, G. ve Varadarajan, R. (2006). Crm implementation: effectiveness issues and insights. Journal of Service research, 9(2), 184-194. Doi: https: 10.1177/1094670506293573
17. Caber, M. (2010). Tur operatörü-seyahat acentesi elektronik müşteri ilişkileri yönetiminde web sitesi kalitesinin memnuniyet ve güven üzerine etkisi (Yayınlanmamış Doktora Tezi). Akdeniz Üniversitesi, Sosyal Bilimler Enstitüsü, Antalya.
18. Chang, T. M., Liao, L. L., ve Hsiao, W. F. (2005, March). An empirical study on the e-CRM performance influence model for service sectors in Taiwan. In 2005 IEEE International Conference on e-Technology, e-Commerce and e-Service (pp. 240-245). IEEE.
19. Chen, Q. ve Chen, H. M. (2004). Exploring the success factors of e-crm strategies in practice. Journal of Database Marketing & Customer Strategy Management, 11(4), 333-343.
20. Chuang, S. H. ve Lin, H. N. (2013). The roles of infrastructure capability and customer orientation in enhancing customer-information quality in CRM systems: Empirical evidence from Taiwan. International Journal of Information Management, 33(2), 271-281. Doi: https://doi.org/10.1016/j.ijinfomgt.2012.12.003
21. Churchill, G. A., Ford, N. M., ve Walker, O. C. (1974). Measuring the job satisfaction of ındustrial salesmen. Journal of Marketing Research, 11(3), 254–260. Doi: https://doi.org/10.1177/002224377401100303
22. Çelik, K., ve Karakaş, A. (2021). The effect of electronic customer relationship management on perceived customer relationship quality and customer loyalty. JOEEP: Journal of Emerging Economies and Policy, 6(2), 382-393.
23. Daft, R. L. (2007). Organization theory and design. Cengage learning.
24. Davenport, T. H., Prusak, L. (2000). İş dünyasında bilgi yönetimi: kuruluşlar ellerindeki bilgiyi nasıl yönetirler?(G. Günay, Çev.) İstanbul: Rota Yayınları.
25. Değermen, A. (2008). Hizmet personelinin müşteri odaklı davranışlarının müşterilerin algılamaları üzerindeki etkisinin saptanmasına yönelik bir araştırma. Öneri Dergisi, 8(30), 185-193. Doi: https://doi.org/10.14783/maruoneri.679688
26. Dehghanpouri, H., Soltani, Z. ve Rostamzadeh, R. (2020). The impact of trust, privacy and quality of service on the success of E-CRM: the mediating role of customer satisfaction. Journal of business & industrial marketing, 35(11), 1831-1847.
27. Deshpandé, R., Farley, J. U. ve Webster Jr, F. E. (1993). Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrad analysis. Journal of marketing, 57(1), 23-37. Doi: https://doi.org/10.1108/JBIM-07-2019-0325
28. Dous, M., Salomann, H., Kolbe, L.ve Brenner. W. (2005). Knowledge management capabilities in crm: making knowledge for, from and about customers work. In Proceedings of eleventh America’s conference on information systems Omaha, NE, USA, 167-178.
29. Durukal, E. (2019). The role of ınternet of things on electronic customer relationship management: a conceptual framework. Journal of current research on social sciences, 9(3), 67-92. Doi: https://doi.org/ 10.26579/jocress-9.3.5
30. Garrido-Moreno, A. ve Padilla-Meléndez, A. (2011). Analyzing the impact of knowledge management on crm success: the mediating effects of organizational factors. International Journal of Information Management, 31(5), 437-444. Doi: https://doi.org/10.1016/j.ijinfomgt.2011.01.002
31. Hartline, M. D., Maxham III, J. G. ve McKee, D. O. (2000). Corridors of influence in the dissemination of customer-oriented strategy to customer contact service employees. Journal of marketing, 64(2), 35-50. Doi: https://doi.org/10.1509/jmkg.64.2.35.1
32. Hendriyani, C. ve Auliana, L. (2018). Transformation from relationship marketing to electronic customer relationship management: A literature study. Review of Integrative Business and Economics Research, 7, 116-124.
33. Hennig‐Thurau, T. (2004). Customer orientation of service employees: ıts impact on customer satisfaction, commitment, and retention. International journal of service industry management, 15(5), 460-478.
34. Hessami, F. (2015). Identification and prioritisation of effective factors on crm implementation: a case study of insurance industry in Iran. International Journal of Electronic Customer Relationship Management, 9(2-3), 158-174. Doi: https://doi.org/10.1504/IJECRM.2015.071714
35. Hunter, G. K. ve Perreault Jr, W. D. (2007). Making sales technology effective. Journal of marketing, 71(1), 16-34. Doi: https://doi.org/10.1509/jmkg.71.1.016
36. Ismail, N. A. B., ve Hussin, H. B. (2016, November). The effect of E-CRM features on customers satisfaction for airline e-ticket services in Malaysia. In 2016 6th International Conference on Information and Communication Technology for The Muslim World (ICT4M) (pp. 336-343). IEEE.
37. Jarad, R., Palacios Fernández, M., Tafur Segura, J. J., Gulati, K.ve Jain, R. (2011). E-crm in SMEs: an exploratory study in Sangammer region of Maharashtra in India. 5 th International Conference on Industrial Engineering and Industrial Management, 7- 9 September 2011, 758-760.
38. Jaworski, B. J. ve Kohli, A. K. (1993). Market orientation: antecedents and consequences. Journal of marketing, 57(3), 53-70.
39. Jayachandran, S., Sharma, S., Kaufman, P. ve Raman, P. (2005). The role of relational information processes and technology use in customer relationship management. Journal of marketing, 69(4), 177-192. Doi: https://doi.org/10.1509/jmkg.2005.69.4.177
40. Khanh, C. N. T. ve Cao, K. D. (2021). The impact of organizational factors on e-crm success implementation. VINE Journal of Information and Knowledge Management Systems, 52(4), 612-629. Doi: https://doi.org/ 10.1108/VJIKMS-05-2020-0096
41. Kılıç, H., Atalay, E., ve Yurtsever, A. E. (2019). Büyük veri (Big data) ve müşteri ilişkileri yönetimi (crm) iş birliğinin pazarlama iletişimi stratejilerindeki rolü: büyük ölçekli özel bir banka örneği. Stratejik ve Sosyal Araştırmalar Dergisi, 3(2), 289-310.
42. Koca, O.B. (2021). Veri tabanlı pazarlama ve makine öğrenmesi ile müşteri bölümleme ve davranış modellerinin belirlenmesi. Journal of Management Marketing and Logistics, 8(2), 89-111. Doi: https://doi.org/10.17261/Pressacademia.2021.1409
43. Krishnan, B. C., Netemeyer, R. G. ve Boles, J. S. (2002). Self-efficacy, competitiveness, and effort as antecedents of salesperson performance. Journal of Personal Selling & Sales Management, 22(4), 285-295.
44. Lee‐Kelley, L., Gilbert, D., ve Mannicom, R. (2003). How e‐CRM can enhance customer loyalty. Marketing Intelligence & Planning, 21(4), 239-248.
45. Letaifa, S. B., ve Perrien, J. (2007). The Impact of E-CRM on organisational and Individual behavior: the Effect of the remuneration and reward system. International Journal of E-Business Research (IJEBR), 3(2), 13-23.
46. Liz, L. K., David, G. ve Robin, M. (2003). How e-crm can enhance customer loyalty. Marketing Intelligence & Planning, 21(4), 239-248.
47. Lou, A. M., Barzamini, S., Gavgani, A. B., ve Khedri, T. (2016). Knowledge management processes, electronic customer relationship management, and company performance. In International Conference on researches in Science and Engineering, 1-16.
48. Mahawrah, F., Shehabat, I. ve Abu-Shanab, E. (2016). The impact of knowledge management on customer relationship management: a case from the fast food industry in Jordan. International Journal of Electronic Customer Relationship Management, 10(2-4), 138-157.
49. Marzouk, W. G. (2016). Usage and effectiveness of social media marketing in Egypt: an organization perspective. Jordan Journal of Business Administration, 12(1), 209-238.
50. Migdadi, M. M. (2021). Knowledge management, customer relationship management and innovation capabilities. Journal of Business & Industrial Marketing, 36(1), 111-124. Doi: https://doi.org/ 10.1108/JBIM-12-2019-0504
51. Nath, V., Gugnani, R., Goswami, S. ve Gupta, N. (2009). An insight into customer relationship management practices in selected Indian service industries. Journal of Marketing & Communication, 4(3).
52. Nguyen, T. K. C., Cao, K. D., ve Le, T. P. (2021). The impact of organizational factors on E-CRM success implementation. VINE Journal of Information and Knowledge Management Systems, 52(4), 612-629. Doi: https://doi.org/ 10.1108/VJIKMS-05- 2020-0096
53. Odabaşı, Y. (2004). Satış ve pazarlamada müşteri ilişkileri yönetimi (10.baskı). İstanbul: Sistem Yayıncılık.
54. O'dell, C. ve Grayson, C. J. (1998). If only we knew what we know: Identification and transfer of internal best practices. California management review, 40(3), 154-174.
55. Ongowarsito, H., Djojo, B. W., ve Ferino, F. (2018). The Impact of e-CRM Implementation to Bank Performance Through e-Service Quality. In 2018 International Conference on Information Management and Technology (ICIMTech) (pp. 550-553). IEEE.
56. Opensymmetry. (2021, 30 Aralık), What ıs sales performance management? 2021, https://www.opensymmetry.com/what-is-sales-performance-management-spm/
57. Payne, A. ve Frow, P. (2004). The role of multichannel integration in customer relationship management. Industrial marketing management, 33(6), 527-538. Doi: https://doi.org/10.1016/j.indmarman.2004.02.002
58. Petrescu, M. ve Krishen, A. S. (2017). Marketing analytics: from practice to academia. Journal of Marketing Analytics, 5(2), 45-46. Doi: https://doi.org/ 10.1057/s41270-017-0019-1
59. Rafiki, A., Hidayat, S. E. ve Razzaq, D. A. A. (2019). Crm and organizational performance: a survey on telecommunication companies in Kuwait. International Journal of Organizational Analysis, 27(1), 187-205.
60. Rashid, B. B. ve Tahir, S. B. (2013). Assessing the influence of customer relationship management (CRM) dimensions on organization performance: an emperical study in the hotel industry. Journal of Hospitality and Tourism Technology, 4(3), 228-247. Doi: https://doi.org/10.1108/JHTT-01-2013-0002
61. Rodriguez, M. ve Honeycutt Jr, E. D. (2011). Customer relationship management (crm)'s impact on B to B sales professionals' collaboration and sales performance. Journal of Business-to-Business Marketing, 18(4), 335-356. Doi: https://doi.org/10.1080/1051712X.2011.574252
62. Rodriguez, M., Peterson, R. M.ve Ajjan, H. (2015). Crm/social media technology: impact on customer orientation process and organizational sales performance. In Ideas in marketing: Finding the new and polishing the old (pp. 636-638). Springer, Cham.
63. Salmador, M. P. ve Bueno, E. (2007). Knowledge creation in strategy‐making: implications for theory and practice. European Journal of Innovation Management, 10(3), 367-390. Doi: https:doi.org/ 10.1108/14601060710776761
64. Saxe, R. ve Weitz, B. A. (1982). The SOCO scale: a measure of the customer orientation of salespeople. Journal of marketing research, 19(3), 343-351.
65. Sin, L. Y., Alan, C. B. ve Yim, F. H. (2005). Crm: conceptualization and scale development. European Journal of marketing, 39(11/12), 1264-1290. Doi: https:doi.org/ 10.1108/03090560510623253
66. Sökmen, A. ve Baş, M. (2019). Elektronik müşteri ilişkileri uygulamalarının algılanan ilişki kalitesi ve müşteri sadakati üzerine etkisi: havayolu sektöründe bir araştırma. İşletme Araştırmaları Dergisi, 11(1), 641-652. Doi: https://doi.org/10.20491/isarder.2019.625
67. Tariq, M., Jamil, A., Ahmad, M. S., ve Ramayah, T. (2019). Modeling the effectiveness of electronic customer relationship management (E-CRM) systems: empirical evidence from Pakistan. Revista Gestão & Tecnologia, 77-100.
68. TDK, (2022, 10 Ocak), Erişim adresi: https://sozluk.gov.tr/.
69. Tseng, S. M. (2016). Knowledge management capability, customer relationship management, and service quality. Journal of enterprise information management, 29(2), 202-221. Doi: https:doi.org/ 10.1108/JEIM-04-2014-0042
70. Tsoukas, H. ve Vladimirou, E. (2001). What is organizational knowledge?. Journal of management studies, 38(7), 973-993.
71. Uçak, N. Ö. (2010). Bilgi: Çok yüzlü bir kavram. Türk Kütüphaneciliği, 24(4), 705-722.
72. Usman, U. M. Z., Jalal, A. N. ve Musa, M. A. (2012). The impact of electronic customer relationship management on consumer's behavior. International Journal of Advances in Engineering & Technology, 3(1), 500.
73. Venturini, W. T. ve Benito, Ó. G. (2015). Crm software success: a proposed performance measurement scale. Journal of Knowledge management, 19(4), 856-875.
74. Yapraklı, Ş., ve Aykut, O. H. (2021). The effects of customer relationship management dimensions on business performance: A field survey on hotels in Turkey. Global Journal of Economics and Business Studies, 10(20), 52-71.