Customer Relationship Management Methods and Their Benefits in Forest Products Enterprises in Istanbul
2017
Akyuz, Ilker | Ersen, Nadir
In this study, customer relationship management (CRM) methods and the benefits of CRM practices in the forest products industry were investigated. Whether mean CRM grades and results differ by the demographic characteristics of employees and sector were also studied. 344 forest product business managers (lower, middle and senior managers) were personally interviewed for the study. Several descriptive statistics (such as frequency, percentage, arithmetic mean), independent-t test and one-way ANOVA were employed in the study. The data was analyzed using SPSS statistical package program. The business most frequently used the “face-to-face interviews with customers” as the CRM method while “improved service quality” was the greatest benefit of the CRM method.
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