Meltem VELİOĞLU NURTANIŞ, Sertaç ÇİFCİ, Süreyya KARSU

MÜŞTERİ İLİŞKİLERİ YÖNETİMİNİN KARANLIK YÖNÜ: BANKACILIK SEKTÖRÜ ÜZERİNE AMPİRİK BİR ARAŞTIRMA1

Müşteri ilişkileri yönetimi (MİY) bilgi teknolojilerini kullanarak müşterilerle uzun dönemli ilişki geliştirmeyi amaçlayan süreçtir. Pazarlama akademisyenleri ve uygulayıcılara açısından önemine karşın konunun karanlık yönünde pazarlama literatüründe bir boşluk vardır. Bu çalışmanın amacı iki yönlüdür; MİY'in karanlık yönünü ve etkisini ortaya koymak ve ilk kez Türkiye'de yapılan bir uygulama çalışması ile literatüre ve bankacılık sektöründe yer alan uygulamacılara yönelik farkındalık yaratabilmektir. Bu kapsamda karma araştırma yöntemi benimsenmiş ve Frow vd., (2011)'nin önerdiği üç temel başlıktan hareketle MİY'in karanlık yönü ve olumsuz sonuçları değerlendirilmiştir. Sonuç olarak MİY'in karanlık yönü ile müşteri tatmini arasında olumsuz bir ilişkinin olduğu tespit edilmiştir.

THE DARK SIDE OF CUSTOMER RELATIONSHIP MANAGEMENT: AN EMPIRICAL RESEARCH ON BANKING SECTOR

Customer Relationship Management (CRM) is a process that process aiming to develop the long-term relationship with customer using information technologies. Despite its importance for marketing academics and practitioners, there is a gap in marketing literature within the scope of "dark side". The purpose of this study is twofold: revealing the concept and results the dark side of CRM and creating awareness for the marketing literature and practitioners in banking industry in Turkey. In this study, we conducted both quantitative and qualitative methods and evaluated the dark side of CRM and its negative results in accordance with Frow et al.'s (2011) conceptualization. The results also showed that there is a negative relationship between the dark side of CRM and customer satisfaction.

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Ekonomik ve Sosyal Araştırmalar Dergisi-Cover

ISSN: 1306-2174
Yayın Aralığı: Yılda 2 Sayı
Başlangıç: 2005
Yayıncı: Abant İzzet Baysal Üniversitesi İktisadi ve İdari Bilimler Fakültesi