THE IMPACT OF E-CRM APPLICATIONS ON CONSUMER PURCHASING BEHAVIOR: STUDY CASE TRENDYOL IN ANKARA, TURKIYE

Purpose- Online shopping has been growing rapidly in many countries including in Turkiye. The shifting of consumer behavior has been driving force of the existance of e-commerce. One of the popular e-commerce in Turkiye is Trendyol. In order to improve consumer’s experience in using Trendyol, some features are applied. Electronic consumer relationship management (E-CRM) features are main factors contributing to the success of e-commerce. The purpose of this research is to examine the influence of electronic customer relationship management (e-CRM) applied by Trendyol towards consumer purchasing behavior. This research will reveal the most interesting features of e-CRM dimensions from consumer’s perspective in using Trendyol. The e-CRM features investigated on this study are the ease of navigation, information quality, payment options, personalization level, rewards, security and privacy policy. Methodology – A quantitative study using SPSS (Statistical Package for Social Sciences) software is conducted to examine the respondents’ answers. A total of 385 respondents who are the users of Trendyol in Ankara, Turkiye has been chosen through random sampling method. First, this study conducts the demographic analysis to understand consumers’ preferences in doing online shopping in Ankara, Turkiye. Second, this study performs the validity, reliabilitu, and distribution analysis to determine the feasibilty of respondents’ data towards research framework. Next, this study conducts Pearson Correlation Analysis to determine the correlation level between each dimensions toward e-CRM strategy. Lastly, it will conduct the Linear Regression Analysis to determine the result of hypothesis testing between X variable (e-CRM strategy) towards Y variable (consumer purchasing behavior). Findings –According to the results of demographic analysis, this study finds that mostly consumers in Ankara are using Trendyol for 1 hour or less per day and they prefer to use credit card to do the payment. It also reveals that clothes and boks are most purchased online in Trendyol. Furthermore, the results shows that there is a significant correlation between e-CRM strategy towards consumer purchasing behavior. The result explains that e-CRM strategy influence 70,2% of consumer purchasing behavior in using Trendyol in Ankara, Turkiye. It also finds that all 6 dimensions has positive correlation towards e-CRM strategy applied by Trendyol while information quality feature has strongest correlation (84,1%). It means that all respondents are aware and concern about these six dimensions of e-CRM strategy applied by Trendyol through its website or app and significantly contribute to their purchasing behavior. Conclusion- The finding of this study shows 70,2% of consumer purchasing behavior in using Trendyol is highly influenced by e-CRM strategy. Therefore, it suggests all e-commerce company to ensure that e-CRM dimensions are well applied to improve consumer purchasing behavior. The findings also show that first dimension that is received high intention of consumers is information quality (84,1%). It reflects that the better quality of information given to consumers, the more they will have high intention to do online shopping. Because the customers use the information before making the purchases. For example, they will search about product’s price, photo, the store’s information (address, store’s name), the product’s quality, etc. Therefore, the conclusion of this research is Trendyol needs to focus on these 6 dimensions to improve Trendyol’s e-CRM strategy in the future and maintain good relationship to influence consumer purchasing behavior.