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Bankalarin Kredi Karti Pazarinda Uyguladiklari CRM (Musteri Ilýskileri Yonetimi) Stratejisinin Musteri Sadakatine Etkisi

Author

Listed:
  • Ýpek Savasci

    (Ege Universitesi Iktisadi Ve Idari Bilimler Fakultesi Isletme Bolumu)

  • Rezan Tatlidil

    (Ege Universitesi Iktisadi Ve Idari Bilimler Fakultesi Isletme Bolumu)

Abstract

Finansal hizmetler sektorunde yer alan bankalarin, musteri sadakati yaratarak rekabet etmelerinde en etkili yol Musteri Ýliskileri Yonetimi (CRM) olarak adlandirilan musteriyle uzun donemli is iliksilerinin kurulmasidir. Bu iliskinin uzun donemli ve saglikli kurulabilmesi icin musterin iyi taninmasini ve izlenmesini saglayacak musteri veri tabaninin kurulmasina gerek vardir. Bu veri tabanin olusturulmasinda kullanilacak veriler ise, bankalarin cikarmis olduklari kredi kartlari yoluyla gerceklestirilecektir. Bu kartlar yoluyla, bankalar musteri sayilarini korumak, musteri memnuniyeti saglamak ve bunu banka sadakatine donusturmeyi hedeflemektedirler. Bu kapsamda, calismada oncelikle, bireysel bankacilik alaninda uygulanan musteri iliskileri yonetim sureci incelenecek ve musteri sadakatinin yaratilmasini saglayan kredi kartlarinda uygulanan CRM stratejileri degerlendirilecektir.

Suggested Citation

  • Ýpek Savasci & Rezan Tatlidil, 2006. "Bankalarin Kredi Karti Pazarinda Uyguladiklari CRM (Musteri Ilýskileri Yonetimi) Stratejisinin Musteri Sadakatine Etkisi," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 6(1), pages 62-73.
    • Handle: RePEc:ege:journl:v:6:y:2006:i:1:p:62-73
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    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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