Turizm Sektörü Kobilerinin e-CRM Yaklaşımlarının Değerlendirilmesi ve KOBİ Özelliklerine Göre Farklılıklarının İncelenmesi

Türkiye'deki işletmelerin yaklaşık % 99,8'ini KOBİ'ler oluşturmasına rağmen, yaşadıkları likidite problemleri, kaynak yetersizliği ve eğitim eksikliği gibi sebeplerle pazarlama faaliyetlerine pek sıcak bakamamaktadırlar. Ancak, KOBİ'lerin pazarlama faaliyetlerinde internet kullanımı, daha ekonomik ve faydalı olabilecek bir hareket alanı sağlayabilmektedir. Bu nedenle çalışmada, KOBİ'lerin e-CRM faaliyetlerine bakış açısını belirlemek ve KOBİ özelliklerine göre e-CRM yaklaşımlarına yönelik farklılıkları incelemek amaçlanmıştır. Bu amaca yönelik Harrigan, Ramsey ve Ibbotson (2011) tarafından geliştirilen ve 35 ifadeden oluşan kritik faktörler ölçeği kullanılarak bir anket formu hazırlanmıştır. Çalışma evrenini TRA 1 Düzey 2 Kalkınma Bölgesi (Erzurum, Erzincan ve Bayburt) illeri turizm sektöründe faaliyet gösteren KOBİ'ler oluşturmaktadır. Araştırma kapsamında toplam 106 işletme tespit edilmiş ve tam sayıma gidilmiştir. Verilerin analizinde açımlayıcı faktör analizi, Kruskal Wallis ve MannWhitney U tekniklerinden faydalanılmıştır. Faktör analizi sonucu ölçek sekiz faktör ve 34 maddeden oluşmuş; KOBİ'lerin e-CRM'ye yönelik yaklaşımlarının KOBİ özelliklerine göre anlamlı farklılıklar gösterdiği tespit edilmiştir.

Evaluation of Approaches to e-CRM by SMEs in Tourism Sector and Studying Differences According to SME Characteristics

Even though the SMEs make up nearly % 98 of the businesses in our country, they cannot lean toward marketing activities due to some reasons such as liquidity problems that they encounter, resource shortage, and lack of training. However, internet use of the SMEs for marketing activities can provide a more economical and useful elbow room. Therefore, in the study, determining the viewpoint of SMEs to e-CRM activities and studying the differences in accordance with their characteristics have been intended. For this purpose, a questionnaire form by using a scale of critical factors that was developed by Harrigan, Ramsey and Ibbotson (2011) and consists of 35 statements. Target population of the study has been composed of the SMEs working in tourism sector in TRA 1 Level 2 Development Zone (the provinces Erzurum, Erzincan and Bayburt) 106 businesses have been identified and gone full inventory in the scope of the study. In data analysis, exploratory factor analysis, Kruskal Wallis and Mann-Whitney U techniques have been used. As a result of factor analysis, the scale has been composed of eight factors and 34 articles; it has been found that the approaches of the SMEs to e-CRM show significant differences according to the characteristics of the SMEs.

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