Müşteri İlişkileri Yönetiminin Online Alışveriş Üzerine Etkisi: Giyilebilir Teknoloji Ürünleri Üzerine Nitel Bir Araştırma

Yıl 2022, Cilt: 11 Sayı: 1, 137 - 161, 27.03.2022

Engin Yücel

https://doi.org/10.53306/klujfeas.1072028

Öz

Son yıllarda küreselleşme ve rekabetin hızla artmasıyla birlikte işletmeler ve tüketiciler arasında uzun vadeli ilişkilerin yaratılması gerekliliği ortaya çıkmıştır. Bununla birlikte, elektronik ticaretin hızlı büyümesi ve internet tabanlı hizmetlerin yaygınlaşması yeni bir kavram olan e-MİY’i doğurmuştur. Bu doğrultuda, müşteri ilişkileri yönetiminin online alışveriş üzerine etkisinin incelenmesi bu çalışmanın amacını oluşturmaktadır. Ayrıca çalışma kapsamında, tüketicilerin ürün ve hizmetlerle ilgili satıcılara yönelttiği soruların hangi konularda daha fazla ön plana çıktığının belirlenebilmesine yönelik olarak soruların kategorik olarak dağılımının ortaya koyulması amaçlanmıştır. Araştırma kapsamında toplamda 23 adet giyilebilir teknoloji ürünüyle ilgili tüketiciler tarafından satıcılara yönlendirilmiş 1.109 soru incelenmiştir. 20 farklı konu ile ilgili olarak yöneltilen soruların önemli bir bölümü herhangi bir giyilebilir teknoloji ürününün, diğer cihazlarla birlikte kullanımı veya uyumu ile ilgili olmuştur. Ürün özellikleri hakkında sorulan sorular ve farklı renk, beden ve materyal seçenekleri hakkında sorulan sorular ön plana çıkan diğer önemli konu başlıklarıdır. Online platformlar aracılığıyla müşteri ilişkileri yönetiminin gelecek yıllarda daha da önem kazanacak olması nedeniyle bu çalışmanın aynı alandaki diğer çalışmalara yol göstermesi beklenmektedir.

Anahtar Kelimeler

Online alışveriş, müşteri, müşteri ilişkileri yönetimi, giyilebilir teknoloji ürünleri, içerik analizi

The Effect of Customer Relationship Management on Online Shopping: A Qualitative Research on Wearable Technology Products

Öz

With the rapid increase in globalization and competition in recent years, a necessity for creating long-term relationships between businesses and consumers has emerged. Though, the rapid growth of electronic commerce and the spread of internet-based services have given birth to a new concept, e-CRM. In this direction, the aim of this study is to examine the effect of customer relationship management on online shopping. In addition, within the scope of the study, it is aimed to reveal the categorical distribution of the questions in order to determine which subjects are more prominent in the questions directed by the consumers to the sellers about the products and services. Within the scope of the research, a total of 1,109 questions directed to sellers by consumers about 23 wearable technology products were examined. An important part of the questions asked about 20 different topics was about the use or compatibility of any wearable technology product with other devices. Questions asked about product features and different color, size and material options are other important topics that come to the fore. Since customer relationship management through online platforms will gain more importance in the coming years, it is expected that this study will guide other studies in the same field.

Anahtar Kelimeler

Online shopping, customer, customer relationship management, wearable technology products, content analysis

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