Şirketlerin CRM ve Sosyal CRM Yeteneklerinin Best-Worst Yöntemi ile Ölçülmesi

Şirketler başarıları için CRM kaynaklarını nasıl kullanacaklarına önem vermeleri gerekir. Bu bağlamda şirketlerin üstün bir CRM yeteneği ve Sosyal CRM yeteneği geliştirmeleri müşteriler ile şirketler arasındaki etkileşimi artıran önemli konulardır. Bu çalışmanın amacı; şirketlerin CRM yetenekleri ile Sosyal CRM yeteneklerine bağlı faktörlerin önem sıralamasının şirket yetkilileri ve akademisyenler aracılığıyla belirlenmesidir. Çalışma bulguları değerlendirildiğinde, hem CRM yetenekleri hem de Sosyal CRM yetenekleri faktörlerinin şirket yetkilileri ve akademisyenler nezdinde farklılık gösterdiği sonucuna ulaşılmıştır. Bu çalışmanın literatürdeki mevcut çalışmalardan farkı CRM yetenekleri ve Sosyal CRM yeteneklerinin bir arada ele alınması ve şirketlerin pazarlama yöneticileri ile pazarlama alanında uzman akademisyenlerin değerlendirmeleri ve karşılaştırılması bakımından literatüre özgün bir katkı sağlayacak olmasıdır. Ayrıca çalışmada çok kriterli karar verme yöntemlerinden biri olan Best-Worst yöntemi kullanılması da literatürdeki diğer çalışmalardan farklılaşmaktadır. CRM kaynaklarının etkin kullanımı şirketlerin başarılarında önem arz etmektedir. Bu bağlamda şirketlerin üstün bir CRM yeteneği ve Sosyal CRM yeteneği geliştirmeleri müşteriler ile şirketler arasındaki etkileşimi artıran önemli konulardır. Bu çalışmanın amacı; şirketlerin CRM yetenekleri ile Sosyal CRM yeteneklerine bağlı faktörlerin önem sıralamasının belirlenmesidir. Çalışma sonuçlarına göre şirketler için CRM yeteneklerinde en önemli kriter müşteri ilişkileri yükseltme yeteneği iken akademisyenler için personel yeteneğidir. Sosyal CRM yeteneklerinde ise hem şirketler için hem de akademisyenler için bilgi üretimi en önemli kriterdir. Bu çalışmanın literatürdeki mevcut çalışmalardan farkı CRM yetenekleri ve Sosyal CRM yeteneklerinin bir arada ele alınması ve şirketlerin pazarlama yöneticileri ile pazarlama alanında uzman akademisyenlerin değerlendirmeleri ve karşılaştırılması bakımından literatüre özgün bir katkı sağlayacak olmasıdır. Ayrıca çalışmada çok kriterli karar verme yöntemlerinden biri olan Best-Worst yöntemi kullanılması da literatürdeki diğer çalışmalardan farklılaştırmaktadır.

Anahtar Kelimeler:

CRM Yetenekleri, Sosyal CRM Yetenekleri, Best-Worst Yöntemi

Measuring the CRM and Social CRM Capabilities of Companies with the Best-Worst Method

Companies need to learn how to use CRM resources in their success. From this perspective, developing a superior CRM capability and Social CRM capability of companies are important issues that increase the interaction between customers and companies. The purpose of this study is to determine the order of importance of the factors related to the CRM capabilities of companies and their Social CRM capabilities. The difference of this study from the existing studies in the literature is that it will make a unique contribution to the literature in terms of considering CRM capabilities and Social CRM capabilities together and evaluating and comparing the marketing managers of companies and academicians who are experts in the field of marketing. Moreover, the use of the Best-Worst method, which is one of the multi-criteria decision-making methods in this study also differentiates it from other studies in the literature. Effective use of CRM resources is important in the success of companies. In this context, the development of a superior CRM and Social CRM capability of companies are important issues that increase the interaction between customers and companies. The aim of this study; It is determine the order of importance of the factors related to the CRM capabilities of companies and their Social CRM capabilities. According to the results of the study, the most important criterion in CRM capabilities for companies is the ability to raise customer relations, while for academics, staff ability. In social CRM capabilities, knowledge production is the most important criterion for both companies and academics. The difference of this study from the existing studies in the literatüre is that it will make a unique contribution to the literatüre in terms of considering CRM capabilities and Social CRM capabilities together and evaluating comparing the marketing managers of companies and academicians who are experts in the field of marketing. In addition the use of the Best-Worst method, which is one of the multi-criteria decision-making methods, also differentiates it from other studies in the literature.

Keywords:

CRM Capabilities, Social CRM Capabilities, Best-Worst Method,

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