Research on the Effect of Social Media Implementations for Improved Customer Relations and Services

Yıl 2024, Cilt: 25 Sayı: 3, 792 - 805, 01.11.2024

Ozge Habiboglu , Ceyda Aysuna Türkyılmaz , Cenk Yüksel , Serdar Pirtini

https://doi.org/10.17494/ogusbd.1500838

Öz

The primary motivation of this study is to examine the increase in social media usage and the primary reasons behind it. The effects of social media implementations (SMI) on customer relations and services have been investigated in this context. Data were collected from 195 firms operating in Turkey and analyzed using regression analysis. The findings revealed that Social Media Usage (SMU) is essential to customer relations and services. Additionally, it was found that SMIs have a positive impact on improving customer relationships and that the customer engagement initiatives (CEI) and social media strategies (SMS) implemented by firms are strongly associated with improved customer relations and services (ICRS). This research is expected to contribute to the literature by analyzing the effects of social media usage at the firm level.

Anahtar Kelimeler

Social Media Usage of Firms, Customer Relations and Services, Social Media Implementation

Proje Numarası

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Gelişmiş Müşteri İlişkileri ve Hizmetleri İçin Sosyal Medya Uygulamalarının Etkisinin Araştırılması

Öz

Bu çalışmanın temel motivasyonu, sosyal medya kullanımındaki artış ve bu artışın ana nedenlerini incelemektir. Bu doğrultuda, sosyal medya uygulamalarının (SMU) müşteri ilişkileri ve hizmetleri üzerindeki etkileri ele alınmıştır. Ampirik analiz için Türkiye'de faaliyet gösteren 195 firmadan toplanan veriler, regresyon analizi kullanılarak değerlendirilmiştir. Bulgular, Sosyal Medya Kullanımının (SMK) müşteri ilişkileri ve hizmetleri açısından önemli bir unsur olduğunu ortaya koymuştur. Ayrıca, SMU'nun müşteri ilişkilerini iyileştirici bir etkisi olduğu ve firmaların uyguladığı müşteri etkileşimi inisiyatifleri (MEİ) ile sosyal medya stratejilerinin (SMS), gelişmiş müşteri ilişkileri ve hizmetleri (GMİH) ile güçlü bir bağlantıya sahip olduğu tespit edilmiştir. Bu araştırmanın, sosyal medya kullanımının firma düzeyindeki etkilerini analiz ederek literatüre katkı sağlaması beklenmektedir.

Anahtar Kelimeler

Sosyal Medya Kullanımı, Müşteri Hizmetleri ve Servisi, Sosyal Medya Uygulamaları

Etik Beyan

Mevcut çalışma için Tekirdağ Namık Kemal Üniversitesi Sosyal ve Beşeri Bilimler Bilimsel Araştırma ve Yayın Etiği Kurulu'dan toplantı tarihi 2024-04-02 olan toplantı sayısı:T2024-1948 olan etik kurul belgesi alınmıştır.

Destekleyen Kurum

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Proje Numarası

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Teşekkür

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Kaynakça

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