Publication: Türkiye’de müşteri ilişkileri yönetimi (CRM) uygulayan işletmelerde çağrı merkezi kullanımının müşteri memnuniyetine etkisi ve bir saha çalışması
Abstract
Bu çalışmada Müşteri İlişkileri Yönetimi ( MİY) uygulayan işletmelerde çağrı merkezinin müşteri memnuniyetine etkisi incelenmiştir. MİY ve Çağrı Merkezi konuları teorik açıdan incelenerek anlatılmaya çalışılmış, çağrı merkezi kullanan kredi kartı sahipleri üzerinde bir saha çalışması yapılarak veriler analiz edilmiştir. Çalışmanın birinci bölümünde MİY ( İngilizcesi Customer Relationship Management ( CRM) ) üzerinde ayrıntılı olarak durulmuş, tarihçesi, anlamı, özellikleri, faydaları, araçları gibi unsurları teorik olarak anlatılmıştır. CRM’nin farklı bakış açılarından tanımları ve ondan etkin bir şekilde faydalanmak için gerekli olgular farklı yazarların düşünceleri çerçevesinde karşılaştırılarak anlatılmıştır. CRM’nin dünyadaki ve ülkemizdeki durumu irdelenmiş hangi sektörlerde ön planda olduğu göz önüne serilmiştir. Ayrıca onu işletmeye adapte etme sürecinde dikkat edilmesi gereken hususlar, pazarlamaya ve işletmeye katkıları ve bu bağlamda müşteriyi elde etme, elde tutma ve müşteri ile olan ilişkileri uzun süre devam ettirme konularının önemi vurgulanmıştır. Çalışmanın ikinci bölümünde Çağrı Merkezi’nin tanımı, ortaya çıkışı, tarihsel gelişimi anlatılmış, çalışma prensibi, kurulum bileşenleri gibi teknik konulara değinilerek müşteri memnuniyeti açısından önemi vurgulanmıştır. Dünyadaki ve ülkemizdeki durumu irdelenmiş, sek törel olarak büyümesi hakkında birtakım bilgilere yer verilmiştir. Ayrıca CRM ile olan ilişkisi ve Çağrı Merkezi’nin CRM’nin neresinde olduğu da belirtilmiştir. Çalışmanın son bölümünde ise Çağrı Merkezi ile ilgili bir saha çalışması yapılmıştır. Çağrı merkezinin aranma sebepleri, aranma araçları, sistem ve çağrı merkezi görevlisi hakkındaki beklentiler ve gerçekleşmiş deneyimler, kredi kartı sahibi olup bankaların çağrı merkezini arayan 150 kişilik bir örnekleme anket yapılarak ortaya çıkarılmaya çalışılmıştır. Anket sonuçları istatistik kullanılarak analiz edilmiş, ortaya çıkan bulgulardan, diğer iki bölümde anlatılan konular kapsamında bir sonuca varılmıştır.
THE EFFECT OF USING CALL CENTER APPLIED BY CRM to CUSTOMER SATISFACTION and A FIELD STUDY In this theses, the effects of using call center applied by CRM ( Customer Relationship Management) in Turkey were studied and the impresion to the customer satisfaction was observed. CRM and Call Center were tried to explain theoretically, people using credit cards were examined and by the datas attained from them were analized. In the first part the history, aims, features, meaning, benefits, tools of CRM have been discussed theoretically. The definitions of CRM have been done; the things to understand and to put into practice the CRM have been described by comparison of different authors thoughts. Where the CRM is in Turkey and in the world and which sectors are using it mainly in our country have been monitored. During the adaptation of CRM into a bussines what processes are needed the steps requiring to become careful have been showed and the benefits of CRM either to bussines and marketing departmant told. Furthermore the importance of getting, retention costomer and shareing a long life with them have been explained. In the second part, definition, history, goals, founding components, working principals of Call Center have been expressed. How a company can increase the customer satisfaction level by using Call Center system was tried to make clear. The situation of CC both in our country and in the world was studied. The relation between Call Center and CRM has been explained. In the last part, a field study was done. The reasons of using Call Center, the expectations from it, the experiences about it, the tools used for call it have been seeked. For having datas 150 people using credit cards were taken a poll. The datas were analized by using SPSS ( Statistical Package for the Social Sciences). Finally the two theoritical parts have been combined with the last part and an expresive result was presented.
THE EFFECT OF USING CALL CENTER APPLIED BY CRM to CUSTOMER SATISFACTION and A FIELD STUDY In this theses, the effects of using call center applied by CRM ( Customer Relationship Management) in Turkey were studied and the impresion to the customer satisfaction was observed. CRM and Call Center were tried to explain theoretically, people using credit cards were examined and by the datas attained from them were analized. In the first part the history, aims, features, meaning, benefits, tools of CRM have been discussed theoretically. The definitions of CRM have been done; the things to understand and to put into practice the CRM have been described by comparison of different authors thoughts. Where the CRM is in Turkey and in the world and which sectors are using it mainly in our country have been monitored. During the adaptation of CRM into a bussines what processes are needed the steps requiring to become careful have been showed and the benefits of CRM either to bussines and marketing departmant told. Furthermore the importance of getting, retention costomer and shareing a long life with them have been explained. In the second part, definition, history, goals, founding components, working principals of Call Center have been expressed. How a company can increase the customer satisfaction level by using Call Center system was tried to make clear. The situation of CC both in our country and in the world was studied. The relation between Call Center and CRM has been explained. In the last part, a field study was done. The reasons of using Call Center, the expectations from it, the experiences about it, the tools used for call it have been seeked. For having datas 150 people using credit cards were taken a poll. The datas were analized by using SPSS ( Statistical Package for the Social Sciences). Finally the two theoritical parts have been combined with the last part and an expresive result was presented.