Müşteri ilişkileri yönetimi: Müşteri şikayetleri ve internet
No Thumbnail Available
Files
Date
2010
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Sosyal Bilimler Enstitüsü
Abstract
The developments in the social, political, cultural, and technological as well as economical fields have had significant effects on marketing applications within historical development process. Especially with the existence of industrial revolution, Fordist production system has been developed and therefore marketing way and conditions have changed. This system, which foresees the mass production and consumption, reflected the marketing sense, too. When the understandings developed for production, sales, and structure suitable for mass-production arising from the hardness of Fordist system go against Post-Fordism, which foresees the flexible production, new marketing search has been begun. ?Customer Relationship Management? developed under the modern marketing sense has been the management way of enterprises together with the two important factors such as globalization and information and communication technologies in post-fordist system. These factors, which changed the management sense of the enterprises, also changed the target group, i.e., customer profile. Customer profiles, which benefit from the information and communication technologies and use them consciously, have realized that the enterprises are required to pay attention to them anymore. Therefore, the enterprises are required to answer the customer needs and satisfy them by giving particular importance to them and preferring personal production unlike serial production and the relationship established with the customer has to be managed on the internet.From this point of view, the historical change in the marketing and the factors, which changed the management sense of the enterprises have been explained in the first part of the study. Customer Relationship Management and the related notions of this marketing sense are discussed in the second part of it and an empirical research oriented the bank sector has been done to evaluate the efficiency of the internet on the process of customer relations in the third part of it. The results of this study have shown that the banks take a bright view of the internet about developing customer relations and evaluating customer complaints and use it effectively in customer relations.
Description
Keywords
:Halkla ilişkiler, Müşteri ilişkileri, Müşteri odaklılık