WEB-TABANLI KİŞİSELLEŞTİRİLMİŞ CRM YAZILIMININ GELİŞTİRİLMESİ VE UYGULANMASI: TÜRKİYE'DEKİ BİR TEKSTİL İŞLETMESİNE YÖNELİK EYLEM ARAŞTIRMASI

Year 2018, Volume: 28 Issue: 1, 2 - 13, 01.04.2018

Keti Ventura , Ural Gökay Çiçekli Serkan Utku Öztürk

Abstract

Firmaların uluslararası
pazarlarda rekabet edebilmek için müşterilerinin ihtiyaç ve beklentilerinin
sürekli izlenmesi, değişen dinamikler çevrede katma değerli stratejilerin
geliştirilmesi gerekliliği ortaya çıkmaktadır. Müşteri İlişkileri Yönetimi (MİY)
yazılımları müşterilere kolaylıkla özel hizmetler sunulmasını ve stratejilerin
geliştirilmesini mümkün kılmaktadır. Mevcut MİY paket programlarının özellikle
karmaşık süreçlere sahip işletmelere tam uyum sağlayamaması nedeniyle, web
tabanlı kişiselleştirilmiş bir MİY yazılımının gerekliliği ortaya çıkmaktadır.
Bu kapsamda, çalışmanın amacı, müşteri ilişkileri problemine çözüm bulmak
amacıyla, karmaşık süreçlere ve ürün çeşitliliğine sahip bir tekstil
işletmesinin web tabanlı kişiselleştirilmiş bir MİY çözümünün geliştirilmesi
uygulanmasıdır. Çalışmada iki sürekli çevrimden oluşan eylem araştırması
uygulanmıştır. Çalışmanın bulguları, web tabanlı kişiselleştirilmiş MİY
geliştirme süreçlerinde sürdürülebilir başarı için teknolojik ve örgütsel
faaliyetleringeliştirme ve uygulama süreçleri üzerindeki etkisiniortaya
koymaktadır.

Keywords

MİY, Eylem Araştırması, Sistem Geliştirme

DEVELOPMENT AND IMPLEMENTATION OF A WEB-BASED TAILOREDCRM SOLUTION: ANACTION RESEARCH FOR A TEXTILE COMPANY IN TURKEY

Abstract

The necessity toconstantly follow the
expectations and needs of customers and to develop value-added strategies has arisen for companies that work underdynamicenvironments. Customer Relationship
Management (CRM) software solutions make it possible to offer customized services and develop value-added strategies easily.
The need for a web-based CRM software solution emerges due to the fact that current CRM software packages fail to fit the needs of companies with complex processes
particularly.In this regard, the present study aims to develop and
implement a web-based CRM solution to find solutions to the unique customer
relationship problems of a textile company that has complex processes and a
broad product range. An action research methodology is conducted with two continuing cycles. Findings of the study reveal
the impact of technological and organizational activities on the development
and implementation of a web-based tailored CRM solution as well as the
importance of these factors for sustainable achievement.

Keywords

CRM, Action Research, System Development

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