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Elektronik Müşteri Hizmetleri Yönetimi Başarısı: Etkileyen Faktörler ve Süreç

THE SUCCESS OF CUSTOMER RELATIONSHIP MANAGEMENT: FACTORS AND THE PROCESS

Journal Name:

  • Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi

Publication Year:

  • 2007

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Today, in order to remain competitive, organizations have to provide efficient, high quality, productive and continuous services to their customers. Fast developing Technologies, especially information andcommunication Technologies have made marketing as technology implementations. One of the newly emerging applications of technology in marketing is CustomerRelationship Management (CRM). In this article, social, technical, culturaland organizational factors that are required for successful CRM implementations are discussed and an Implementation Success Model is proposed. This study, for the first time the important factors derived from management, psychology and informationsystems literature are presented in an original model.
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Abstract (Original Language): 
Günümüzde firmaların müşterilerine etkin, kaliteli, verimli ve sürekli hizmet sunmaları rekabetçi kalabilmeleri için bir ön koşul olmuştur. Hızla gelişen teknolojiler, özellikle bilişim ve iletişim teknolojileri, pazarlama faaliyetlerini birer teknoloji uygulaması haline getirmiştir. Bilişim teknolojilerinin pazarlama faaliyetlerine uygulanmasının günümüzde en yeni görülen şekillerinde biri Customer Relationship Management (CRM – Müşteri Đlişkileri Yönetimi) dir. Bu makalede CRM uygulamalarının başarı ile yapılması ve sürdürülmesi için gerekli sosyal, teknik, kültürel ve örgütsel faktörler tartışılmışve bütün bu faktörleri içeren bir başarı modeli geliştirilmişve sunulmuştur. Bu makale ilk kez CRM uygulamalarının başarısı konusunda işletme, psikoloji ve bilişim sistemleri literatüründeki bulguların özgün bir model olarak bir araya getirmiştir.
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  • Turkish

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