Türkiye Telekomünikasyon Sektöründe E-Crm’in Müşteri Memnuniyetine Etkisinde Müşteri Deneyiminin Aracılık Rolü

Öz

Bu çalışmanın amacı telekomünikasyon sektöründe elektronik müşteri ilişkileri yönetimi (e-CRM) ile müşteri memnuniyeti arasındaki ilişkiyi müşteri deneyiminin aracılık rolü üzerinden incelemektir. Çalışma S-O-R modeline dayandırılmıştır. Bu amaç doğrultusunda Türkiye’de GSM operatörü kullanıcıları ile online anket yapılmıştır. Toplamda 402 kullanıcıya anket uygulanmış olup 401 anket analize tabi tutulmuştur. Elde edilen veriler SPSS ve AMOS analiz programları ile analiz edilmiştir. Analiz sonuçlarına göre e-CRM, müşteri memnuniyetini ve müşteri deneyimini pozitif yönlü anlamlı düzeyde etkilemektedir. Ayrıca müşteri deneyimi müşteri memnuniyetini de olumlu düzeyde etkilemektedir. Yapısal eşitlik modeline göre yapılan analiz sonucunda müşteri deneyimi e-CRM ile müşteri memnuniyeti arasında tam aracılık etkisine sahiptir. Çalışma ayrıca e-CRM’i müşteri deneyimi yoluyla müşteri memnuniyeti ile ilişkilendirmek için teorik bir destek olarak uyarıcı (e-CRM-S)-organizma (müşteri deneyimi-O)-tepki (müşteri memnuniyeti-R) modelini odağa almaktadır. Türkiye’de telekomünikasyon sektöründe e-CRM, müşteri memnuniyeti ve müşteri deneyimi bağlamında kısıtlı çalışmalar arasında yer alan bu çalışma özgün bir değere sahiptir. Ayrıca çalışma telekomünikasyon sektöründe faaliyet gösteren şirketlerin dijital iletişim karar verme süreçlerinde e-CRM yöneticilerine yardımcı olacaktır.

Anahtar Kelimeler

• e-CRM
• Müşteri memnuniyeti
• Müşteri deneyimi
• S-O-R Modeli

The Mediatıng Role Of Customer Experience In The Impact Of E-Crm On Customer Satisfaction In The Turkish Telecommunications Sector

Öz

The aim of this study is to examine the relationship between electronic customer relationship management (e-CRM) and customer satisfaction in the telecommunications sector through the mediating role of customer experience. The study is based on the S-O-R model. To this end, an online survey was conducted with GSM operator users in Turkey. A total of 402 users participated in the survey, and 401 surveys were analyzed. The data obtained were analyzed using SPSS and AMOS analysis programs. According to the analysis results, e-CRM positively and significantly affects customer satisfaction and customer experience. Furthermore, customer experience positively influences customer satisfaction. The structural equation model analysis shows that customer experience has a full mediating effect between e-CRM and customer satisfaction. The study also focuses on the stimulus (e-CRM-S)-organism (customer experience-O)-response (customer satisfaction-R) model as theoretical support for relating e-CRM to customer satisfaction through customer experience. This study, which is among the limited studies on e-CRM, customer satisfaction, and customer experience in the telecommunications sector in Turkey, has a unique value. Furthermore, the study will assist e-CRM managers in the digital communication decision-making processes of companies operating in the telecommunications sector.

Anahtar Kelimeler

• e-CRM
• Customer satisfaction
• Customer experience
• S-O-R Model

Kaynakça

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