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The crm process in turkishtextilesector:Tam influence on the users` behavior alintention through customer satisfaction

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  1. Tez No: 717366
  2. Yazar: CANAN HASAN
  3. Danışmanlar: Belirtilmemiş.
  4. Tez Türü: Yüksek Lisans
  5. Konular: Tekstil ve Tekstil Mühendisliği, Textile and Textile Engineering
  6. Anahtar Kelimeler: CRM, Customer Satisfaction, Behavioral Intention, TechnologyAcceptance Model, Turkish Textile Sector
  7. Yıl: 2020
  8. Dil: İngilizce
  9. Üniversite: Tıanjın Unıversıty
  10. Enstitü: Yurtdışı Enstitü
  11. Ana Bilim Dalı: Belirtilmemiş.
  12. Bilim Dalı: Belirtilmemiş.
  13. Sayfa Sayısı: Belirtilmemiş.

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Özet (Çeviri)

Considering the rapid growth of high technology services in major countries (especiallydeveloped and developing countries) and the comparatively slow growth in others. It isreally important to understand the customer values created through e-Customer Relationship Management (e-CRM)- an approach to manage a company`s interactionwith current and potential customer using Information Communication Technologytools. This study builds up a model indicating the behavioral intentions of consumers tousee- CRM tools. The study has done based on Turkish textile sector in the perspectiveof measurements and performance of CRM by using e-CRM tools. The marketing, businessand technology aspects of CRM will potentially grow in coming years. Enterpriseslooking to harness the power of customer relationships should pursue strategies that aremost in line with the type of customers they have and the type they want to gain. This study has the objective of providing Turkish textile enterprises with decision- making elements that identifying the marketing strategies best suited to the context of rising textile sector. Thus, a theoretical model is developed to explain intentions topurchase from the internet and the intention to use a e-CRM tools, based on TechnologyAcceptance Model (TAM). The five of factors are adopted from TAM, an informationsystems theory that models how users come to accept and use a technology, andaddedthree consequences including customer satisfaction, intention to use of product, andonline purchase intention. Also, this model is tested by an online survey conductedinTurkey. Data were gathered from 434 people who work in textile based-enterprises andanalyzed by using IBM SPSS. TAM was used to examine hypothesized relationships. Inaddition, after factor analysis implemented, the final result shows that key factors anddemographic variables were used as control variables to examine their measurement andimpact on the performance of enterprises in textile sector in Turkey. In place of e-CRM tools, some companies have opted for identical services exclusivelyfrom the internet. This situation affects the satisfaction of online customers even thoughthe e-CRM tools is accessible everywhere and at any time. Thus, the price of theseservices successively resolves customer satisfaction and the intention to use them. Thestudy also reveals that customer satisfaction is positively associated with the intentiontouse the e-CRM tools. This is justified by the affirmation of literature which states that theattitude positively affects intention. In conclusion, the study proposes to provide III marketing managers with decision-making elements to identify the most appropriatemarketing strategies to fulfill the specific needs of customers.

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