Keti VENTURA, Ural Gökay ÇİÇEKLİ, Serkan Utku ÖZTÜRK

WEB-TABANLI KİŞİSELLEŞTİRİLMİŞ CRM YAZILIMININ GELİŞTİRİLMESİ VE UYGULANMASI: TÜRKİYE'DEKİ BİR TEKSTİL İŞLETMESİNE YÖNELİK EYLEM ARAŞTIRMASI

Firmaların uluslararası pazarlarda rekabet edebilmek için müşterilerinin ihtiyaç ve beklentilerinin sürekli izlenmesi, değişen dinamikler çevrede katma değerli stratejilerin geliştirilmesi gerekliliği ortaya çıkmaktadır. Müşteri İlişkileri Yönetimi (MİY) yazılımları müşterilere kolaylıkla özel hizmetler sunulmasını ve stratejilerin geliştirilmesini mümkün kılmaktadır. Mevcut MİY paket programlarının özellikle karmaşık süreçlere sahip işletmelere tam uyum sağlayamaması nedeniyle, web tabanlı kişiselleştirilmiş bir MİY yazılımının gerekliliği ortaya çıkmaktadır. Bu kapsamda, çalışmanın amacı, müşteri ilişkileri problemine çözüm bulmak amacıyla, karmaşık süreçlere ve ürün çeşitliliğine sahip bir tekstil işletmesinin web tabanlı kişiselleştirilmiş bir MİY çözümünün geliştirilmesi uygulanmasıdır. Çalışmada iki sürekli çevrimden oluşan eylem araştırması uygulanmıştır. Çalışmanın bulguları, web tabanlı kişiselleştirilmiş MİY geliştirme süreçlerinde sürdürülebilir başarı için teknolojik ve örgütsel faaliyetleringeliştirme ve uygulama süreçleri üzerindeki etkisiniortaya koymaktadır.

Anahtar Kelimeler:

MİY, Eylem Araştırması, Sistem Geliştirme

DEVELOPMENT AND IMPLEMENTATION OF A WEB-BASED TAILOREDCRM SOLUTION: ANACTION RESEARCH FOR A TEXTILE COMPANY IN TURKEY

The necessity toconstantly follow the expectations and needs of customers and to develop value-added strategies has arisen for companies that work underdynamicenvironments. Customer Relationship Management (CRM) software solutions make it possible to offer customized services and develop value-added strategies easily. The need for a web-based CRM software solution emerges due to the fact that current CRM software packages fail to fit the needs of companies with complex processes particularly.In this regard, the present study aims to develop and implement a web-based CRM solution to find solutions to the unique customer relationship problems of a textile company that has complex processes and a broad product range. An action research methodology is conducted with two continuing cycles. Findings of the study reveal the impact of technological and organizational activities on the development and implementation of a web-based tailored CRM solution as well as the importance of these factors for sustainable achievement.

Keywords:

CRM, Action Research, System Development,

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