CUSTOMER-ORIENTED MANAGEMENT APPROACHES IN TODAY'S BUSINESS AND RESEARCH ABOUT CUSTOMER SATISFACTION

Abstract

The essence of customer relationship management is to understand the differences between customers and to develop strategies for customers based on these differences and ultimately to establish lasting and profitable relationships with customers. In this context, interest in customer relationship management, which has an important role in increasing the profitability and success of enterprises, has been increasing recently. Businesses that know their customers well and can provide quality service by meeting their expectations and needs will gain competitive advantage. This situation has led businesses to measure customer satisfaction. In an environment where competition is increasingly fierce, the only way to be strong for businesses is to improve the quality of the service offered or to accept differentiation according to the service offered by competitors. The purpose of this study is to reveal the effectiveness of customer-oriented management in businesses. In this framework, a quantitative research will be included after the focus issues of the study are examined theoretically. For this reason, in the study, customer definition was made first, and concepts such as creating customer loyalty, relational marketing, customer focus and customer relationship management, which emerged with the developments in customer importance, were examined. Then, the subject of customer satisfaction and its measurement was mentioned. In the application part of the study, efforts will be made to measure customer satisfaction. The survey technique will be used in data collection, and after the analysis, information about the demographic and socio-economic characteristics of the customers and the variables that define satisfaction will be obtained. It is thought that the study will contribute to the literature by addressing different dimensions of customer relationship management in businesses.