A Research on the Customer Relationship Management in the Furniture and Other Forest Products Business (Istanbul Provincial Sample)
Öz
Customer Relationship Management (CRM) has
become a mangement tool for anyone who wants to survive in today's customer
oriented business world and intense competition environment. Customer
Relationship Management was business strategy or the culture which developed
for activate to sales, marketing and service processes. Customer relationship magement
can be defined as reconstruction for increase the competitiveness of businesses
on the basis of customer needs. Customer relationship management systems such
as other systems can only be beneficial when used correctly. In this study, it
was investigated that pre-sales, during sales and after-sales practices which
is an important part of costumer relationship management in furniture and other
forest products industry business in the province of Istanbul. In addition, it
was investigated that whether average of points of customer relationship
management implementation levels according to demographic characteristics of
employees are different or no differences. Survey which was used in this
research had been implemented to a total of 344 company employees with face to
face survey method. 225 of employees
were in furniture sector and 119 were other forest products sector. The survey questions were prepared by 5 point –likert scale.
Respondents to the survey are the lower, middle and senior level managers. SPSS
statistical software package was used for the evaluation of study data and
some descriptive statistics, t-test and One-way ANOVA analysis were given
in study. As a result, it was found that customer relationship management is
given in accordance with the budget and facilities in the furniture and other
forest products businesses and increased the emphasis on modern marketing
concept for institutionalization and the growth of businesses.
Anahtar Kelimeler
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