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

Yıl 2023, Cilt: 7 Sayı: 1, 1 - 25, 31.01.2023
https://doi.org/10.29023/alanyaakademik.1029556

Öz

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.

Kaynakça

  • ACKER, O., GRÖNE, F., AKKAD, F., PÖTSCHER, F., & YAZBEK, R. (2011). “Social CRM: How Companies Can Link into the Social Web of Consumers”, Journal of Direct, Data and Digital Marketing Practice, 13(1): 3-10.
  • AGRAWAL, S. R. (2020. “Adoption of Whatsapp for Strengthening Internal CRM Through Social Network Analysis”, Journal of Relationship Marketing, 1-21. doi: 10.1080/15332667.2020.1802643
  • AHANI, A., RAHIM, N. Z. A., & NILASHI, M. (2017).” Forecasting Social CRM Adoption In Smes: A Combined SEM-Neural Network Method”, Computers in Human Behavior, 75: 560-578.
  • AHMAD, W. N. K. W., REZAEI, J., SADAGHIANI, S., & TAVASSZY, L. A. (2017). Evaluation of The External Forces Affecting the Sustainability of Oil And Gas Supply Chain Using Best–Worst Method”, Journal of Cleaner Production, 153: 242-252.
  • ALSHURA, M. S. (2018). “Customer Relationship Management (CRM) Capabilities & Building A Sustainable Competitive Advantage in Mobile Phone Operators in Jordan”, International Journal of Business and Management, 13 (3): 262-269.
  • AŞAN, H., & AYÇİN, E. (2020). “Kurumsal Kaynak Planlama Sistemlerinin Seçimindeki Kriterlerin Best-Worst Metodu ile Değerlendirilmesi”, Akademik İzdüşüm Dergisi, 5 (2): 114-124.
  • BAKAN, İ., & ŞEKKELİ, Z. H. (2015). “Lojistik Koordinasyon Yeteneği, Lojistik İnovasyon Yeteneği ve Müşteri İlişkileri (MİY) Yeteneği ile Rekabet Avantajı ve Lojistik Performans Arasındaki İlişki: Bir Alan Araştırması”, Kahramanmaraş Sütçü İmam Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 5 (2): 39-68.
  • BATTOR, M., & BATTOR, M. (2010). “The Impact of Customer Relationship Management Capability on Innovation and Performance Advantages: Testing A Mediated Model”, Journal of Marketing Management, 26 (9-10): 842-857.
  • BHAT, S. A., & DARZI, M. A. (2016). “An Empirical Study of Customer Perception Towards CRM Capabilities and Demographic Variables in Banking Sector, Sankalpa, 6 (1): 1-18.
  • BHATTI, M. A., FARHAN, M., AHMAD, M. J., & SHARIF, M. N. (2019). “The Impact of Social CRM Capabilities and Customer Engagement on the Company Performance: Mediating Role of Social Media Usage”, Pakistan Journal of Humanities and Social Sciences, 7(3): 313-324.
  • CHANG, W., PARK, J. E., & CHAIY, S. (2010). “How Does CRM Technology Transform into Organizational Performance? A Mediating Role of Marketing Capability”, Journal of Business Research, 63(8): 849-855.
  • CHEN, I. J., & POPOVICH, K. (2003). “Understanding Customer Relationship Management (CRM)”, Business Process Management Journal, 9 (5): 672-688.
  • CHENG, C. C., & SHIU, E. C. (2019). “How to Enhance SMEs Customer Involvement Using Social Media: The Role of Social CRM”, International Small Business Journal, 37 (1): 22-42.
  • CHIERICI, R., MAZZUCCHELLI, A., CERUTI, F., & GAVINELLI, L. (2018). “Improving E-Retailers Performance via Social CRM Capabilities”, International Journal of Business and Social Science, 9 (2): 81-90.
  • COLTMAN, T. (2007). “Why Build a Customer Relationship Management Capability?”, The Journal of Strategic Information Systems, 16(3): 301-320.
  • DALLA POZZA, I., GOETZ, O., & SAHUT, J. M. (2018). “Implementation Effects in the Relationship between CRM and its Performance”, Journal of Business Research, 89: 391-403.
  • DIFFLEY, S., MCCOLE, P., & CARVAJAL-TRUJILLO, E. (2018). “Examining Social Customer Relationship Management among Irish Hotels”, International Journal of Contemporary Hospitality Management, 30 (2): 1072-1091.
  • DUBEY, N. K., SHARMA, P., & SANGLE, P. (2020). “Implementation and Adoption of CRM and Co-creation Leveraging Collaborative Technologies”, Journal of Indian Business Research. 12(1): 113-132.
  • ELENA, C. A. (2016). “Social Media–A Strategy in Developing Customer Relationship Management”, Procedia Economics and Finance, 39: 785-790.
  • ELKODRY, M. (2014). “The Impact of CRM Capability Dimensions on Organizational Performance”, European Journal of Business and Social Sciences, 2 (10): 128-146.
  • FOLTEAN, F. S., TRIF, S. M., & TULEU, D. L. (2019). “Customer Relationship Management Capabilities and Social Media Technology Use: Consequences on Company Performance”, Journal of Business Research, 104: 563-575.
  • GARRIDO-MORENO, A., & PADILLA-MELÉNDEZ, A. (2011). “Analyzing the Impact of Knowledge Management on CRM Success: The Mediating Effects of Organizational Factors”, International Journal of Information Management, 31 (5): 437-444.
  • GIL-GOMEZ, H., GUEROLA-NAVARRO, V., OLTRA-BADENES, R., & LOZANO-QUILIS, J. A. (2020). “Customer Relationship Management: Digital Transformation and Sustainable Business Model Innovation”, Economic Research-Ekonomska Istraživanja, 1-18. doi: 10.1080/1331677X.2019.1676283
  • GOPALSAMY, S., & GOKULAPADMANABAN, S. (2021). “Does Implementation of Customer Relationship Management (CRM) Enhance the Customer Loyalty? An Empirical Research in Banking Sector”, Iranian Journal of Management Studies, 14 (2): 401-417.
  • GRIGORESCU, A., CERCHIA, A. E., & JEFLEA, F. V. (2016). “Modern Technologies for Data Storage, Organization and Managing in CRM Systems”, International Conference on Applied Internet and Information Technologies, 66-75. doi: 0.20544/AIIT2016.09
  • GUHA, S., HARRIGAN, P., & SOUTAR, G. (2018). “Linking Social Media to Customer Relationship Management (CRM): A Qualitative Study on SMEs”, Journal of Small Business & Entrepreneurship, 30 (3): 193-214.
  • GUPTA, H., & BARUA, M. K. (2016). “Identifying Enablers of Technological Innovation for Indian MSMEs Using Best–Worst Multi Criteria Decision Making Method”, Technological Forecasting & Social Change, 107: 69-79.
  • HARRIGAN, P., MILES, M. P., FANG, Y., & ROY, S. K. (2020). “The Role of Social Media in the Engagement and Information Processes of Social CRM”, International Journal of Information Management, 54, 102151.
  • JAIN, S. C. (2005). “CRM Shifts the Paradigm”, Journal of Strategic Marketing, 13 (4): 275-291.
  • JERMSITTIPARSERT, K., SUTDUEAN, J., & SRIYAKUL, T. (2018). “Social Customer Relationship Management Capabilities and Customer Relationship Performance: Moderating Role of Social Media (Face-Book) Usage Among Indonesian Companys”, Opcion, 34 (86): 1257-1273.
  • KHODAKARAMI, F., & CHAN, Y. E. (2014). “Exploring the Role of Customer Relationship Management (CRM) Systems in Customer Knowledge Creation”, Information & Management, 51 (1): 27-42.
  • KIM, H. G., & WANG, Z. (2019). “Defining and Measuring Social Customer-relationship Management (CRM) Capabilities”, Journal of Marketing Analytics, 7 (1): 40-50.
  • KOZAK, M. A., & ÖZDEMİR, C. (2013). “Yetenek Kavramının Otel İşletmelerinde Operasyonel Personel Bağlamında Değerlendirilmesi”, Seyahat ve Otel İşletmeciliği Dergisi, 10(1): 6-19.
  • MALTHOUSE, E. C., HAENLEIN, M., SKIERA, B., WEGE, E., & ZHANG, M. (2013). “Managing Customer Relationships in the Social Media era: Introducing the Social CRM House”, Journal of Interactive Marketing, 27 (4): 270-280.
  • MAROLT, M., PUCIHAR, A., & ZIMMERMANN, H. D. (2015). “Social CRM Adoption and Its Impact on Performance Outcomes: A Literature Review”, Organizacija, 48 (4): 260-271.
  • MI, X., TANG, M., LIAO, H., SHEN, W., & LEV, B. (2019). “The state-of-the-art survey on integrations and applications of the Best Worst method in decision making: Why, what, what for and what's next?”, Omega, 87: 205-225.
  • MOU, Q., XU, Z., & LIAO, H. (2016). “An Intuitionistic Fuzzy Multiplicative Best-Worst Method For Multi-Criteria Group Decision Making”, Information Sciences, 374: 224-239.
  • ORENGA-ROGLÁ, S., & CHALMETA, R. (2016). “Social Customer Relationship Management: Taking Advantage of Web 2.0 and Big Data Technologies”, SpringerPlus, 5 (1): 1-17.
  • PALIOURAS, K., & SIAKAS, K. V. (2017). “Social Customer Relationship Management”, International Journal of Entrepreneurial Knowledge, 5 (1): 20-34.
  • POUR, M. J., & HOSSEINZADEH, M. (2020). “An Integrated Framework of Change Management for Social CRM Implementation”, Information Systems and e-Business Management, 19: 43-75.
  • REN, J., LAING, H., & CHAN, F. T. S. (2017). “Urban Sewage Sludge, Sustainability, and Transition for Eco-City: Multi-Criteria Sustainability Assessment of Technologies Based on Best-Worst Method”, Technological Forecasting & Social Change, 116: 29-39.
  • REZAEI, J. (2015). “Best-Worst Multi-Criteria Decision-Making Method”, Omega, 53, 49-57.
  • REZAEI, J., NISPELING, T., SARKIS, J., & TAVASSZY, L. (2016). “A Supplier Selection Life Cycle Approach Integrating Traditional and Environmental Criteria Using The Best–Worst Method”, Journal of Cleaner Production, 135: 577-588. doi: 10.1016/j.jclepro.2016.06.125
  • SIGALA, M. (2016). “Social CRM capabilities and readiness: findings from Greek tourism companys”, In: Inversini A., Schegg R. (eds) Information and Communication Technologies in Tourism 2016 (pp. 309-322). Cham: Springer. doi: 10.1007/978-3-319-28231-2_23
  • SIMBOLON, F. (2014). “Model Pengukuran Kinerja Customer Relationship Management dalam Industri Perbankan”, Binus Business Review, 5 (1): 278-287.
  • SOFI, M. R., BASHIR, I., PARRY, M. A., & DAR, A. (2020). “The Effect of Customer Relationship Management (CRM) Dimensions on Hotel Customer’s Satisfaction in Kashmir”, International Journal of Tourism Cities, 6, S.3: 601-620. doi: 10.1108/IJTC-06-2019-0075
  • SOFUOĞLU, M. A. (2020). “Fuzzy applications of Best–Worst method in manufacturing environment”, Soft Computing, 24 (1): 647-659. doi:10.1007/s00500-019-04491-5
  • TRAINOR, K. J., ANDZULIS, J., RAPP, A., & AGNIHOTRI, R. (2014). “Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM”, Journal of Business Research, 67: 1201-1208.
  • TRIF, S. M., DUȚU, C., & TULEU, D. L. (2019). “Linking CRM capabilities to business performance: A comparison within markets and between products”, Management & Marketing, 14 (3): 292-303.
  • TSENG, S. M. (2016). “Knowledge Management Capability, Customer Relationship Management, and Service Quality”, Journal of Enterprise Information Management, 29(2): 202-221.
  • TULEU, D. (2015). “Antecedents of Customer Relationship Management Capabilities”, Annals of the University of Oradea, Economic Science Series, 24 (1): 1285-1294.
  • WANG, Y., & FENG, H. (2012). “Customer Relationship Management Capabilities: Measurement, Antecedents and Consequences”, Management Decision, 50(1): 115-129.
  • WANG, Z., & KIM, H. G. (2017). “Can Social Media Marketing Improve Customer Relationship Capabilities and Company Performance? Dynamic Capability Perspective”, Journal of Interactive Marketing, 39: 15-26. doi: 10.1108/00251741211194903
  • YEH, C. H. (2003). “The Selection of Multiattribute Decision Making Methods for Scholarship Student Selection”, International Journal of Selection and Assessment, 11(4): 289-296.
  • YOON, K., & SIMS, J. D. (2016). “Integrating Social Media and Traditional CRM: Toward A Conceptual Framework for Social CRM Practices. In Social Media and Networking: Concepts, Methodologies, Tools, and Applications” (pp. 327-354). IGI Global.
  • YU, J., & LEE, Y. C. (2018). “Examining the Effect of Social CRM Competence and Capability on CRM Performance: Empirical Evidence from Enterprises in China”, Internet E-commerce Research, 18 (6): 85-103.
  • ZARE, A., MALAKOUTIKHAH, M., & ALIMOHAMMADLOU, M. (2019). “Selecting Lighting System Based on Workers’ Cognitive Performance Using Fuzzy Best–Worst Method and QUALIFLEX”, Cognition, Technology and Work, 22: 641-652. doi:10.1007/s10111-019-00593-0

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

Yıl 2023, Cilt: 7 Sayı: 1, 1 - 25, 31.01.2023
https://doi.org/10.29023/alanyaakademik.1029556

Öz

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.

Kaynakça

  • ACKER, O., GRÖNE, F., AKKAD, F., PÖTSCHER, F., & YAZBEK, R. (2011). “Social CRM: How Companies Can Link into the Social Web of Consumers”, Journal of Direct, Data and Digital Marketing Practice, 13(1): 3-10.
  • AGRAWAL, S. R. (2020. “Adoption of Whatsapp for Strengthening Internal CRM Through Social Network Analysis”, Journal of Relationship Marketing, 1-21. doi: 10.1080/15332667.2020.1802643
  • AHANI, A., RAHIM, N. Z. A., & NILASHI, M. (2017).” Forecasting Social CRM Adoption In Smes: A Combined SEM-Neural Network Method”, Computers in Human Behavior, 75: 560-578.
  • AHMAD, W. N. K. W., REZAEI, J., SADAGHIANI, S., & TAVASSZY, L. A. (2017). Evaluation of The External Forces Affecting the Sustainability of Oil And Gas Supply Chain Using Best–Worst Method”, Journal of Cleaner Production, 153: 242-252.
  • ALSHURA, M. S. (2018). “Customer Relationship Management (CRM) Capabilities & Building A Sustainable Competitive Advantage in Mobile Phone Operators in Jordan”, International Journal of Business and Management, 13 (3): 262-269.
  • AŞAN, H., & AYÇİN, E. (2020). “Kurumsal Kaynak Planlama Sistemlerinin Seçimindeki Kriterlerin Best-Worst Metodu ile Değerlendirilmesi”, Akademik İzdüşüm Dergisi, 5 (2): 114-124.
  • BAKAN, İ., & ŞEKKELİ, Z. H. (2015). “Lojistik Koordinasyon Yeteneği, Lojistik İnovasyon Yeteneği ve Müşteri İlişkileri (MİY) Yeteneği ile Rekabet Avantajı ve Lojistik Performans Arasındaki İlişki: Bir Alan Araştırması”, Kahramanmaraş Sütçü İmam Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 5 (2): 39-68.
  • BATTOR, M., & BATTOR, M. (2010). “The Impact of Customer Relationship Management Capability on Innovation and Performance Advantages: Testing A Mediated Model”, Journal of Marketing Management, 26 (9-10): 842-857.
  • BHAT, S. A., & DARZI, M. A. (2016). “An Empirical Study of Customer Perception Towards CRM Capabilities and Demographic Variables in Banking Sector, Sankalpa, 6 (1): 1-18.
  • BHATTI, M. A., FARHAN, M., AHMAD, M. J., & SHARIF, M. N. (2019). “The Impact of Social CRM Capabilities and Customer Engagement on the Company Performance: Mediating Role of Social Media Usage”, Pakistan Journal of Humanities and Social Sciences, 7(3): 313-324.
  • CHANG, W., PARK, J. E., & CHAIY, S. (2010). “How Does CRM Technology Transform into Organizational Performance? A Mediating Role of Marketing Capability”, Journal of Business Research, 63(8): 849-855.
  • CHEN, I. J., & POPOVICH, K. (2003). “Understanding Customer Relationship Management (CRM)”, Business Process Management Journal, 9 (5): 672-688.
  • CHENG, C. C., & SHIU, E. C. (2019). “How to Enhance SMEs Customer Involvement Using Social Media: The Role of Social CRM”, International Small Business Journal, 37 (1): 22-42.
  • CHIERICI, R., MAZZUCCHELLI, A., CERUTI, F., & GAVINELLI, L. (2018). “Improving E-Retailers Performance via Social CRM Capabilities”, International Journal of Business and Social Science, 9 (2): 81-90.
  • COLTMAN, T. (2007). “Why Build a Customer Relationship Management Capability?”, The Journal of Strategic Information Systems, 16(3): 301-320.
  • DALLA POZZA, I., GOETZ, O., & SAHUT, J. M. (2018). “Implementation Effects in the Relationship between CRM and its Performance”, Journal of Business Research, 89: 391-403.
  • DIFFLEY, S., MCCOLE, P., & CARVAJAL-TRUJILLO, E. (2018). “Examining Social Customer Relationship Management among Irish Hotels”, International Journal of Contemporary Hospitality Management, 30 (2): 1072-1091.
  • DUBEY, N. K., SHARMA, P., & SANGLE, P. (2020). “Implementation and Adoption of CRM and Co-creation Leveraging Collaborative Technologies”, Journal of Indian Business Research. 12(1): 113-132.
  • ELENA, C. A. (2016). “Social Media–A Strategy in Developing Customer Relationship Management”, Procedia Economics and Finance, 39: 785-790.
  • ELKODRY, M. (2014). “The Impact of CRM Capability Dimensions on Organizational Performance”, European Journal of Business and Social Sciences, 2 (10): 128-146.
  • FOLTEAN, F. S., TRIF, S. M., & TULEU, D. L. (2019). “Customer Relationship Management Capabilities and Social Media Technology Use: Consequences on Company Performance”, Journal of Business Research, 104: 563-575.
  • GARRIDO-MORENO, A., & PADILLA-MELÉNDEZ, A. (2011). “Analyzing the Impact of Knowledge Management on CRM Success: The Mediating Effects of Organizational Factors”, International Journal of Information Management, 31 (5): 437-444.
  • GIL-GOMEZ, H., GUEROLA-NAVARRO, V., OLTRA-BADENES, R., & LOZANO-QUILIS, J. A. (2020). “Customer Relationship Management: Digital Transformation and Sustainable Business Model Innovation”, Economic Research-Ekonomska Istraživanja, 1-18. doi: 10.1080/1331677X.2019.1676283
  • GOPALSAMY, S., & GOKULAPADMANABAN, S. (2021). “Does Implementation of Customer Relationship Management (CRM) Enhance the Customer Loyalty? An Empirical Research in Banking Sector”, Iranian Journal of Management Studies, 14 (2): 401-417.
  • GRIGORESCU, A., CERCHIA, A. E., & JEFLEA, F. V. (2016). “Modern Technologies for Data Storage, Organization and Managing in CRM Systems”, International Conference on Applied Internet and Information Technologies, 66-75. doi: 0.20544/AIIT2016.09
  • GUHA, S., HARRIGAN, P., & SOUTAR, G. (2018). “Linking Social Media to Customer Relationship Management (CRM): A Qualitative Study on SMEs”, Journal of Small Business & Entrepreneurship, 30 (3): 193-214.
  • GUPTA, H., & BARUA, M. K. (2016). “Identifying Enablers of Technological Innovation for Indian MSMEs Using Best–Worst Multi Criteria Decision Making Method”, Technological Forecasting & Social Change, 107: 69-79.
  • HARRIGAN, P., MILES, M. P., FANG, Y., & ROY, S. K. (2020). “The Role of Social Media in the Engagement and Information Processes of Social CRM”, International Journal of Information Management, 54, 102151.
  • JAIN, S. C. (2005). “CRM Shifts the Paradigm”, Journal of Strategic Marketing, 13 (4): 275-291.
  • JERMSITTIPARSERT, K., SUTDUEAN, J., & SRIYAKUL, T. (2018). “Social Customer Relationship Management Capabilities and Customer Relationship Performance: Moderating Role of Social Media (Face-Book) Usage Among Indonesian Companys”, Opcion, 34 (86): 1257-1273.
  • KHODAKARAMI, F., & CHAN, Y. E. (2014). “Exploring the Role of Customer Relationship Management (CRM) Systems in Customer Knowledge Creation”, Information & Management, 51 (1): 27-42.
  • KIM, H. G., & WANG, Z. (2019). “Defining and Measuring Social Customer-relationship Management (CRM) Capabilities”, Journal of Marketing Analytics, 7 (1): 40-50.
  • KOZAK, M. A., & ÖZDEMİR, C. (2013). “Yetenek Kavramının Otel İşletmelerinde Operasyonel Personel Bağlamında Değerlendirilmesi”, Seyahat ve Otel İşletmeciliği Dergisi, 10(1): 6-19.
  • MALTHOUSE, E. C., HAENLEIN, M., SKIERA, B., WEGE, E., & ZHANG, M. (2013). “Managing Customer Relationships in the Social Media era: Introducing the Social CRM House”, Journal of Interactive Marketing, 27 (4): 270-280.
  • MAROLT, M., PUCIHAR, A., & ZIMMERMANN, H. D. (2015). “Social CRM Adoption and Its Impact on Performance Outcomes: A Literature Review”, Organizacija, 48 (4): 260-271.
  • MI, X., TANG, M., LIAO, H., SHEN, W., & LEV, B. (2019). “The state-of-the-art survey on integrations and applications of the Best Worst method in decision making: Why, what, what for and what's next?”, Omega, 87: 205-225.
  • MOU, Q., XU, Z., & LIAO, H. (2016). “An Intuitionistic Fuzzy Multiplicative Best-Worst Method For Multi-Criteria Group Decision Making”, Information Sciences, 374: 224-239.
  • ORENGA-ROGLÁ, S., & CHALMETA, R. (2016). “Social Customer Relationship Management: Taking Advantage of Web 2.0 and Big Data Technologies”, SpringerPlus, 5 (1): 1-17.
  • PALIOURAS, K., & SIAKAS, K. V. (2017). “Social Customer Relationship Management”, International Journal of Entrepreneurial Knowledge, 5 (1): 20-34.
  • POUR, M. J., & HOSSEINZADEH, M. (2020). “An Integrated Framework of Change Management for Social CRM Implementation”, Information Systems and e-Business Management, 19: 43-75.
  • REN, J., LAING, H., & CHAN, F. T. S. (2017). “Urban Sewage Sludge, Sustainability, and Transition for Eco-City: Multi-Criteria Sustainability Assessment of Technologies Based on Best-Worst Method”, Technological Forecasting & Social Change, 116: 29-39.
  • REZAEI, J. (2015). “Best-Worst Multi-Criteria Decision-Making Method”, Omega, 53, 49-57.
  • REZAEI, J., NISPELING, T., SARKIS, J., & TAVASSZY, L. (2016). “A Supplier Selection Life Cycle Approach Integrating Traditional and Environmental Criteria Using The Best–Worst Method”, Journal of Cleaner Production, 135: 577-588. doi: 10.1016/j.jclepro.2016.06.125
  • SIGALA, M. (2016). “Social CRM capabilities and readiness: findings from Greek tourism companys”, In: Inversini A., Schegg R. (eds) Information and Communication Technologies in Tourism 2016 (pp. 309-322). Cham: Springer. doi: 10.1007/978-3-319-28231-2_23
  • SIMBOLON, F. (2014). “Model Pengukuran Kinerja Customer Relationship Management dalam Industri Perbankan”, Binus Business Review, 5 (1): 278-287.
  • SOFI, M. R., BASHIR, I., PARRY, M. A., & DAR, A. (2020). “The Effect of Customer Relationship Management (CRM) Dimensions on Hotel Customer’s Satisfaction in Kashmir”, International Journal of Tourism Cities, 6, S.3: 601-620. doi: 10.1108/IJTC-06-2019-0075
  • SOFUOĞLU, M. A. (2020). “Fuzzy applications of Best–Worst method in manufacturing environment”, Soft Computing, 24 (1): 647-659. doi:10.1007/s00500-019-04491-5
  • TRAINOR, K. J., ANDZULIS, J., RAPP, A., & AGNIHOTRI, R. (2014). “Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM”, Journal of Business Research, 67: 1201-1208.
  • TRIF, S. M., DUȚU, C., & TULEU, D. L. (2019). “Linking CRM capabilities to business performance: A comparison within markets and between products”, Management & Marketing, 14 (3): 292-303.
  • TSENG, S. M. (2016). “Knowledge Management Capability, Customer Relationship Management, and Service Quality”, Journal of Enterprise Information Management, 29(2): 202-221.
  • TULEU, D. (2015). “Antecedents of Customer Relationship Management Capabilities”, Annals of the University of Oradea, Economic Science Series, 24 (1): 1285-1294.
  • WANG, Y., & FENG, H. (2012). “Customer Relationship Management Capabilities: Measurement, Antecedents and Consequences”, Management Decision, 50(1): 115-129.
  • WANG, Z., & KIM, H. G. (2017). “Can Social Media Marketing Improve Customer Relationship Capabilities and Company Performance? Dynamic Capability Perspective”, Journal of Interactive Marketing, 39: 15-26. doi: 10.1108/00251741211194903
  • YEH, C. H. (2003). “The Selection of Multiattribute Decision Making Methods for Scholarship Student Selection”, International Journal of Selection and Assessment, 11(4): 289-296.
  • YOON, K., & SIMS, J. D. (2016). “Integrating Social Media and Traditional CRM: Toward A Conceptual Framework for Social CRM Practices. In Social Media and Networking: Concepts, Methodologies, Tools, and Applications” (pp. 327-354). IGI Global.
  • YU, J., & LEE, Y. C. (2018). “Examining the Effect of Social CRM Competence and Capability on CRM Performance: Empirical Evidence from Enterprises in China”, Internet E-commerce Research, 18 (6): 85-103.
  • ZARE, A., MALAKOUTIKHAH, M., & ALIMOHAMMADLOU, M. (2019). “Selecting Lighting System Based on Workers’ Cognitive Performance Using Fuzzy Best–Worst Method and QUALIFLEX”, Cognition, Technology and Work, 22: 641-652. doi:10.1007/s10111-019-00593-0
Toplam 57 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Finans
Bölüm Makaleler
Yazarlar

Esma Durukal 0000-0001-8684-6311

Engin Çakır 0000-0002-5906-4178

Yayımlanma Tarihi 31 Ocak 2023
Kabul Tarihi 13 Ocak 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 7 Sayı: 1

Kaynak Göster

APA Durukal, E., & Çakır, E. (2023). Şirketlerin CRM ve Sosyal CRM Yeteneklerinin Best-Worst Yöntemi ile Ölçülmesi. Alanya Akademik Bakış, 7(1), 1-25. https://doi.org/10.29023/alanyaakademik.1029556