THE EFFECTS OF CUSTOMER RELATIONSHIP MANAGEMENT DIMENSIONS ON BUSINESS PERFORMANCE: A FIELD SURVEY ON HOTELS IN TURKEY

Yıl 2021, Cilt: 10 Sayı: 20, 52 - 71, 31.12.2021

Şükrü Yapraklı , Oğuz Han Aykut

Öz

Customer relationship management is a comprehensive management philosophy that aims to create a customer-centered strategy as a result of a change that covers the entire enterprise. Business performance is a reflection of how a business can benefit from tangible and intangible resources to achieve its goals. The aim of the research is to examine the effect of CRM dimensions on business performance. This research has implemented in the hospitality sector in Turkey 3-, 4- and 5-star hotels constitute administrators. According to data of the tourism business documents (Turkey Hotels Association), there are 2531 businesses in the hospitality sector in Turkey. We have not reached 535 hotels in order to the e-mail address. A survey was sent to the 1996 hotel managers electronically. 174 hotel managers completed the survey. As a result of the study, it was seen that customer relationship management affects business performance and sub-dimensions of business performance, namely financial, internal process, customer, learning and growth performance.

Anahtar Kelimeler

Customer Relationship Management, Business Performance, Customer Relationship Management Dimensions, Business Performance Dimensions

THE EFFECTS OF CUSTOMER RELATIONSHIP MANAGEMENT DIMENSIONS ON BUSINESS PERFORMANCE: A FIELD SURVEY ON HOTELS IN TURKEY

Öz

Müşteri ilişkileri yönetimi, işletmenin tamamını kapsayan bir değişim sonucunda müşteri merkezli bir strateji oluşturmayı hedefleyen kapsamlı bir yönetim felsefesidir. İşletme performansı, bir işletmenin hedeflerine ulaşmak için maddi ve maddi olmayan kaynaklardan nasıl yararlanabileceğinin bir yansımasıdır. Bu araştırmanın amacı, müşteri ilişkileri yönetimi boyutlarının işletme performansı üzerine etkilerini incelemektir. Araştırmanın kapsamını Türkiye’de konaklama sektöründe faaliyet gösteren 3, 4 ve 5 yıldızlı otel yöneticileri oluşturmaktadır. Türkiye Otelciler Birliği (TÜROB) verilerine göre, konaklama sektöründe turizm işletmeciliği belgesine sahip Türkiye’de 2531 otel işletmesi bulunmaktadır. 535 otel işletmesinin e-posta adresinin hatalı veya eksik olması nedeniyle 1996 otel yöneticisine elektronik ortamda anket uygulaması yapılmıştır. Bunlar içerisinden 174 otel yöneticisi geri dönüş sağlamıştır. Araştırma neticesinde müşteri ilişkileri yönetiminin işletme performansını ve işletme performansının alt boyutları olan finansal performans, müşteri performansı, iç süreç performansı ve öğrenme ve büyüme performansını etkilediği görülmüştür.

Anahtar Kelimeler

Müşteri İlişkileri Yönetimi, İşletme Performansı, Müşteri İlişkileri Yönetimi Boyutları, İşletme Performansı Boyutları

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