IDEAS home Printed from https://ideas.repec.org/a/ris/arhuss/0033.html
   My bibliography  Save this article

Managing The Relationship Between Ecrm And Online Customer Satisfaction And Loyalty In Digital B2c Market; Case Of Turkish Fashion Companies

Author

Listed:
  • NİCOLİNE , Ashinyi Ateghang

    (İstanbul Aydın Üniversitesi)

  • KAPLAN, Burçin

    (İstanbul Aydın Üniversitesi, İktisadi Ve İdari Bilimler Fakültesi/Havacilik Yönetimi Bölümü,)

Abstract

The Turkish fashion industry is one of the most active sectors of the Turkish economy, and it brings a lot of income every year. Along with this fact, the companies in this industry still encounter some challenges in e-commerce and e-CRM strategies' implementation. This paper indicates the relationship between customer satisfaction, loyalty, and the phases of e-CRM as pre-purchase, at- purchase, and post-purchase. This research concentrates on proving whether or not there exists a significant relationship between these e-CRM steps and customer satisfaction. After a detailed explanation of all three dimensions applied in the Turkish fashion digital market, the data obtained through a survey carried out on the 20 most used online shopping platforms for fashion items were analysed. At the end of the study, the possible most suitable and profitable ways of implementing e-CRM in this sector were proposed.

Suggested Citation

  • NİCOLİNE , Ashinyi Ateghang & KAPLAN, Burçin, 2020. "Managing The Relationship Between Ecrm And Online Customer Satisfaction And Loyalty In Digital B2c Market; Case Of Turkish Fashion Companies," Academic Review of Humanities and Social Sciences, Bursa Teknik Üniversitesi, vol. 3(2), pages 403-418.
    • Handle: RePEc:ris:arhuss:0033
    as

    Download full text from publisher

    File URL: https://dergipark.org.tr/tr/download/article-file/1227375
    File Function: Full text
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ris:arhuss:0033. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Cevat Bilgin (email available below). General contact details of provider: http://itbf.btu.edu.tr/index.php .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.