Kurumsal Müşteri Memnuniyeti Ölçümünün İşletmelere Pozitif ve Negatif Etkileri

Öz

İlişki pazarlaması, işletmelerin hedeflerine ulaşmak için müşterileriyle ve diğer paydaşlarıyla uzun vadeli ilişkilerin geliştirilmesi ve sürdürülmesiyle ilgilidir. İşletmeler, müşterilerin beklentilerini ve ihtiyaçlarını anlamak ve gerekli çözümleri üretebilmek amacıyla sık sık müşteri memnuniyet ölçümlerinden faydalanmaktadır. Kurumsal müşteri memnuniyet ölçümü çalışmaları, işletmelere fayda sağlayan ve pozitif etkisi olan bir araç olarak görülmektedir. Ancak, kurumsal müşteri memnuniyeti ölçümlerinin işletmelere pozitif etkileri olduğu gibi negatif etkileri de olabilmektedir. Çalışma kapsamında kurumsal müşteri memnuniyeti ölçümlerinin işletme içinde neden olduğu bu etkilerin belirlenmesi amaçlanmıştır. Bu amaç doğrultusunda, nitel araştırma yöntemlerinden yarı-yapılandırılmış görüşme tekniği kullanılarak farklı sektörlerde faaliyet gösteren 10 işletme ile görüşmeler gerçekleştirilmiştir. Toplanan veriler incelenmiş ve elde edilen bulgular literatür ışığında tartışılmıştır. İşletmeler; müşterilerini daha yakından tanımak, müşterilerinin artan şikayetlerine çözüm bulmak, müşterileriyle uzun vadeli ilişkiler geliştirmek ve marka sadakatini arttırmak amacıyla kurumsal marka memnuniyeti ölçümlerine yönelmiştir. Çalışanların ve yöneticilerin bu ölçümlere karşı endişeli olması, işletmelerin karşılaştığı negatif etkiler olarak ön plana çıkmaktadır. Ölçümlerin neden olduğu pozitif etkiler ise; inovatif çözümlerin geliştirilmesinin yanı sıra müşteri memnuniyetinde, çalışan motivasyonunda ve işletme performansında artış olarak bulgulanmıştır. Araştırma kapsamında elde edilen bulguların, işletmelere ve bu alanda yapılacak diğer araştırmalara yol göstermesi beklenmektedir.

Anahtar Kelimeler

• Müşteri ilişkileri yönetimi
• müşteri memnuniyeti
• kurumsal müşteri memnuniyeti

Positive and Negative Effects of Corporate Customer Satisfaction Measurement on Businesses

Öz

Relationship marketing is about developing and maintaining long-term relationships with customers and other stakeholders to achieve businesses' goals. Businesses frequently use customer satisfaction measurements in order to understand customers' expectations and needs and produce the necessary solutions. Corporate customer satisfaction measurement studies are seen as a tool that benefits businesses and has a positive impact. However, corporate customer satisfaction measurements can have positive as well as negative effects on businesses. Within the scope of the study, it was aimed to determine the effects caused by corporate customer satisfaction measurements within the business. For this purpose, interviews were held with 10 businesses operating in different sectors using the semi-structured interview technique, one of the qualitative research methods. The collected data were examined and the findings were discussed in the light of the literature. Businesses have turned to corporate brand satisfaction measurements in order to get to know their customers better, find solutions to their customers' increasing complaints, develop long-term relationships with their customers and increase brand loyalty. The fact that employees and managers are worried about these measurements stands out as the negative effects faced by businesses. The positive effects caused by the measurements were found to be an increase in customer satisfaction, employee motivation and business performance, as well as the development of innovative solutions. It is expected that the findings obtained within the scope of the research will guide businesses and other research to be conducted in this field.

Anahtar Kelimeler

• Customer relationship management
• customer satisfaction
• corporate customer satisfaction

Kaynakça

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