SavedAdd your journal

Journals / Iğdır Üniversitesi Sosyal Bilimler Dergisi / 2026 / Sayı: 42

The Mediatıng Role Of Customer Experience In The Impact Of E-Crm On Customer Satisfaction In The Turkish Telecommunications Sector

Türkiye Telekomünikasyon Sektöründe E-Crm’in Müşteri Memnuniyetine Etkisinde Müşteri Deneyiminin Aracılık Rolü

Kübra Çelik(KAFKAS ÜNİVERSİTESİ)0000-0003-4419-8197
Pages
35–53
Publication Date
2026-05-19
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Furthermore, the study will assist e-CRM managers in the digital communication decision-making processes of companies operating in the telecommunications sector.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The aim of this study is to examine the relationship between electronic customer relationship management (e-CRM) and customer satisfaction in the telecommunications sector through the mediating role of customer experience.
📊
Key Findings & Data:A total of 402 users participated in the survey, and 401 surveys were analyzed.
💡
Conclusion & Impact:Furthermore, the study will assist e-CRM managers in the digital communication decision-making processes of companies operating in the telecommunications sector.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:e-CRM · Müşteri memnuniyeti · Müşteri deneyimi

Abstract

The aim of this study is to examine the relationship between electronic customer relationship management (e-CRM) and customer satisfaction in the telecommunications sector through the mediating role of customer experience. The study is based on the S-O-R model. To this end, an online survey was conducted with GSM operator users in Turkey. A total of 402 users participated in the survey, and 401 surveys were analyzed. The data obtained were analyzed using SPSS and AMOS analysis programs. According to the analysis results, e-CRM positively and significantly affects customer satisfaction and customer experience. Furthermore, customer experience positively influences customer satisfaction. The structural equation model analysis shows that customer experience has a full mediating effect between e-CRM and customer satisfaction. The study also focuses on the stimulus (e-CRM-S)-organism (customer experience-O)-response (customer satisfaction-R) model as theoretical support for relating e-CRM to customer satisfaction through customer experience. This study, which is among the limited studies on e-CRM, customer satisfaction, and customer experience in the telecommunications sector in Turkey, has a unique value. Furthermore, the study will assist e-CRM managers in the digital communication decision-making processes of companies operating in the telecommunications sector.

Özet

Bu çalışmanın amacı telekomünikasyon sektöründe elektronik müşteri ilişkileri yönetimi (e-CRM) ile müşteri memnuniyeti arasındaki ilişkiyi müşteri deneyiminin aracılık rolü üzerinden incelemektir. Çalışma S-O-R modeline dayandırılmıştır. Bu amaç doğrultusunda Türkiye’de GSM operatörü kullanıcıları ile online anket yapılmıştır. Toplamda 402 kullanıcıya anket uygulanmış olup 401 anket analize tabi tutulmuştur. Elde edilen veriler SPSS ve AMOS analiz programları ile analiz edilmiştir. Analiz sonuçlarına göre e-CRM, müşteri memnuniyetini ve müşteri deneyimini pozitif yönlü anlamlı düzeyde etkilemektedir. Ayrıca müşteri deneyimi müşteri memnuniyetini de olumlu düzeyde etkilemektedir. Yapısal eşitlik modeline göre yapılan analiz sonucunda müşteri deneyimi e-CRM ile müşteri memnuniyeti arasında tam aracılık etkisine sahiptir. Çalışma ayrıca e-CRM’i müşteri deneyimi yoluyla müşteri memnuniyeti ile ilişkilendirmek için teorik bir destek olarak uyarıcı (e-CRM-S)-organizma (müşteri deneyimi-O)-tepki (müşteri memnuniyeti-R) modelini odağa almaktadır. Türkiye’de telekomünikasyon sektöründe e-CRM, müşteri memnuniyeti ve müşteri deneyimi bağlamında kısıtlı çalışmalar arasında yer alan bu çalışma özgün bir değere sahiptir. Ayrıca çalışma telekomünikasyon sektöründe faaliyet gösteren şirketlerin dijital iletişim karar verme süreçlerinde e-CRM yöneticilerine yardımcı olacaktır.

🔖

Cite This Article

Çelik, K. (2026). The Mediatıng Role Of Customer Experience In The Impact Of E-Crm On Customer Satisfaction In The Turkish Telecommunications Sector. Iğdır Üniversitesi Sosyal Bilimler Dergisi, Sayı: 42, 35–53. https://doi.org/10.54600/igdirsosbilder.1873398

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (68)

  1. Adlin, F. N., Ferdiana, R. ve Fauziati, S. (2019). Current trend and literature on electronic CRM adoption review. Journal of Physics Conference Serie, 1201(1): 12-58.
  2. Al-Dmour, H.H., Algharabat, R.S., Khawaja, R., ve Al-Dmour, R.H. (2019). Investigating the impact of ECRM success factors on business performance: Jordanian commercial banks. Asia Pacific Journal of Marketing and Logistics. 31(1):105-127.
  3. Anuriza, D. ve Kusumawardhani, A. (2021). The influence of electronic customer relationship management (e-crm) on customer loyalty with customer satisfaction as a mediating variable study in Ahass Putri Jaya Motor Group Brebes. Diponegoro Journal Of Management, 10(3): 1-12.
  4. Awasthi, P., ve Sangle, P. S. (2013). The importance of e-CRM in the Indian telecom sector. International Journal of Customer Relationship Marketing and Management, 4(1):48-59.
  5. Baker, J., Levy, M., ve Grewal, D. (1992). An experimental approach to making retail store environmental decisions. Journal of Retailing, 68(4):445-460.
  6. Baron, M. ve Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic and statistical considerations. Journal of Personality and Social Psychology, 51(6): 1173-1182.
  7. Bueno, E. V., Weber, T. B. B., Bomfim, E. L., ve Kato, H. T. (2019). Measuring customer experience in service: A systematic review. The Service Industries Journal, 39(11–12): 779–798.
  8. Büyüköztürk, Ş. (2012). Sosyal bilimler için veri analizi el kitabı (16. baskı). Ankara: Pegem Akademi.
  9. Can, A. (2018). SPSS ile bilimsel araştırma sürecinde nicel veri analizi. (6. Baskı). Ankara: Pegem Akademi.
  10. Cangur, S. ve Ercan, I. (2015). Comparison of model fit indices used in structural equation modeling under multivariate normality. Journal of Modern Applied Statistical Methods, 14(1): 152-167.
  11. Chahal, H. ve Dutta, K. (2014), Measurement and impact of customer experience in banking sector. Decision, 42(1):57-70.
  12. Chen, I. J., ve Popovich, K. (2003). Understanding customer relationship management (CRM): People, process, and technology. Business Process Management Journal, 9(5): 672-688.
  13. Chen, Y.ve Prentice, C. (2024). Integrating artificial intelligence and customer experience, Australasian Marketing Journal, 1–13.
  14. Choudhury, M. M., ve Harrigan, P. (2014). CRM to social CRM: The integration of new technologies into customer relationship management. Journal of Strategic Marketing, 22(2): 149-176.
  15. Çapık, C. (2014). Geçerlik ve güvenirlik çalışmalarında doğrulayıcı faktör analizinin kullanımı. Journal of Anatolia Nursing and Health Sciences. 17(3): 196-205.
  16. Çıngı, H. (1994). Örnekleme kuramı.(2. Baskı). Ankara: Hacettepe Üniversitesi Basımevi.
  17. Eid, R. (2007). Towards a successful CRM implementation in banks: An integrated model. The Service Industries Journal, 27(8): 1021-1039.
  18. Eid, R. (2011). Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi Arabia. Journal of Electronic Commerce Research, 12(1):78-93.
  19. Elbedweihy, A.M., Jayawardhena, C., Elsharnouby, M.H. ve Elsharnouby, T.H. (2016). Customer relationship building: the role of brand attractiveness and consumer-brand identification, Journal of Business Research, 69(8): 2901-2910.
  20. Fan, Y., Chen, J., Shirkey, G., John, R., Wu, S. R., Park, H. ve Shao, C. (2016). Applications of structural equation modeling (SEM) in ecological studies:Aan updated review. Ecological Processes, 5:1-12.
  21. Farmania, A., Elsyah, R.D., ve Tuori, M. A. (2021). Transformation of CRM activities into e-CRM: The generating e-Loyalty and open innovation. Journal of Innovation: Technology, Market and Complexity, 7(109): 1-20.
  22. Feinberg, R., Kadam, R., Hokama, L.,ve Kim, I. (2002). The state of electronic customer relationship management in retailing. International Journal of Retail ve Distribution Management, 30(10): 470-481.
  23. Forrester Research. (2011). The customer experience imperative: Closing the delivery gap. Forrester Report.
  24. Garg, R., Rahman, Z. ve Qureshi, M.N. (2014). Measuring customer experience in banks: Scale development and validation. Journal of Modelling in Management, 9(1):87-117.
  25. Harrigan, P., Evers, U., Miles, M., ve Daly, T. (2020). Customer engagement and the relationship betweeninvolvement, engagement, self-brand connection, and brand usage intent. Journal of Business Research, 113:163-175.
  26. Harrigan, P., Evers, U., Miles, M., ve Daly, T. (2020). Customer engagement and the relationship betweeninvolvement, engagement, and satisfaction. Journal of Business Research, 113: 189-197.
  27. Hendriyani, C.ve Raharja, S.J. (2018). Analysis building customer engagement through E-CRM in the era of digital banking in Indonesia. International Journal of Economic Policy in Emerging Economics, 11(5): 479-486.
  28. Hewei, T. ve Youngsook, L. (2022). Factors affecting continuous purchase intention of fashion products on social E-commerce: SOR model and the mediating effect. Entertainment Computing, 41: 1-9.
  29. Hu, L.T. ve Bentler P.M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1):1–55.
  30. Hussaina, A., Tinga, D. H., Amir Zaib Abbasib, A. Z., ve Rehman, U. (2023). Integrating the S-O-R Model to examine purchase ıntention based on Instagram sponsored advertising. Journal of Promotion Management, 29(1):77-105.
  31. Jacoby, J. (2002). Stimulus-organism-response reconsidered: An evolutionary step in modeling (consumer) behavior. Journal of Consumer Psychology, 12:51-57.
  32. Jih, W. (2025). Impact of e-CRM on website loyalty of a public organization’s customers. Information Resources Management Journal, 24(2): 46:60.
  33. Kamath, P., Pai, Y., ve Prabhu, N. (2019). Building customer loyalty in retail banking: A serial mediation approach. International Journal of Bank Marketing, 38 (2):456-484.
  34. Kampani, N. ve Jhamb, D. (2020). Analyzing the role of e-crm in managing customer relations: A critical review of the literatüre. Journal of Critical Review, 7 (4): 221-226.
  35. Kariman, A., Wahab, Z., Shihab, M. S., ve Natalisa, D. (2022). The effect of e-CRM on customer loyalty with customer satisfaction as a mediation variable: Study of users of BNI Direct South Sumatra. International Research Journal of Management, IT ve Social Sciences, 9(3): 375-385.
  36. Khabala, T.O., Mang’unyi, E., Govender, K., ve Rajkaran, S. (2017). Exploring the e-CRM – e-customer- e-loyalty nexus: A Kenyan Commercial Bank case study. Management ve Marketing, 12(4):674-696.
  37. Khan, N., Akram, M. U., Shah, A., Alghamdi, N. S., ve Khan, S. A. (2021). Capturing the real customer experience based on the parameters in the call detail records. Multimedia Tools and Applications, 80:28439–28461.
  38. Kotler, P. (2003). Marketing insights from A to Z: 80 concepts every manager needs. New Jersey: John Wiley ve Sons.
  39. Kumar, P., Mokha, A. K., ve Pattnaik, S. C. (2021). Electronic customer relationship management (E-CRM), customer experience and customer satisfaction: evidence from the banking industry. Benchmarking: An International Journal. 29(2): 551-572.
  40. Lee, H.J. ve Yun, Z. S. (2015). Consumers’ perpection of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food. Food Quality and Preference, 39: 259-267.
  41. Lemon, K. N., ve Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6): 69-96.
  42. Lin, B. ve Shen, B. (2023). Study of consumers’ purchase ıntentions on community e commerce platform with the SOR Model: A case study of China’s “Xiaohongshu” App. Behavioral Science, 13(103): 1-17.
  43. Liu, C., Tseng, H., Chuang, L., ve Huang, C. (2012). A study of the impact of the e-CRM perspective on customer satisfaction and customer loyalty-exemplified by Bank Sinopac. Journal of Economics and Behavioral Studies, 4(8):467-476.
  44. Malki, D. ve Zeddoun, D. (2025). the mediating effect of customer experience on the relationship between e-CRM and service quality in telecommunications. Algerian Journal Of Public Finance. 15(1): 29-38.
  45. Manganari, E., Siomkos, G.J., Rigopoulou, I., ve Vrechopoulos, A., P. (2011).Virtual store layouts effects on consumer behavior: Applying an environmental psychology approach in the online travel industry. Internet Research, 21(3):326-346.
  46. Mehrabian, A., ve Russell, J.A. (1974). An Approach to Environmental Psychology, Cambridge, Mass.: MIT Press.
  47. Mendoza, L. E., Marius, A., Pérez, M., ve Grimán, A. C. (2007). Critical success factors for a customer relationship management strategy. Information and Software Technology, 49(8): 913-945.
  48. Meydan, C. H. ve Şeşen, H. (2011). Yapısal Eşitlik Modellemesi Amos Uygulamaları, Ankara: Detay Yayıncılık.
  49. Mousavai, S.B. (2015), Enhancing gust’s loyalty in luxury hotel through hotel’s ambience. International Journal of Engineering Research and Applications, 1(5):125-138.
  50. Mulyono, H. ve Situmorang, S.H. (2018). E-CRM and loyalty: a mediation effect of customer experience and satisfaction in online transportation of Indonesia. Academic Journal of Economic Studies, 4(3): 96-105.
  51. Nikou, S., Selamat, H., Che, R., Yusoff, M., ve Khiabani, M. (2016). Electronic customer relationship management, customer satisfaction, and customer loyalty: a comprehensive review study. International Journal of Management and Economics Invention, 2(12):1133-1144.
  52. Nobar, H.B.K.ve Rostamzadeh, R. (2018). The impact of customer satisfaction, customer experience and customer loyalty on brand power: empirical evidence from hotel industry. Journal of Business Economics and Management, 19(2):417-430.
  53. Otto, A.S., Szymanski, D.M., ve Varadarajan, R. (2020). Customer satisfaction and firm performance: insights from over a quarter century of empirical research. Journal of the Academy of Marketing Science, 48:543-564,
  54. Rahimi, R., ve Gunlu, E. (2016). Implementing customer relationship management (CRM) in hotel industry: Benefits gained by managers. International Journal of Contemporary Hospitality Management, 28(4): 886-930.
  55. Romano, N. ve Fjermestad, J. (2003). Electronic commerce customer relationship management: A research agenda. Information Technology and Management, 4(2): 233-258.
  56. Saini, S. ve Singh, J. (2020). Managing customer loyalty: An expanded model of customer experience management and customer loyalty. International Journal of Asian Business and Information Management, 11(1): 21-47.
  57. Sautter, P., Hyman, M.R., ve Lukosius, V. (2004). E-tail atmospherics: A critique of the literature and model extension. Journal of Electronic Commerce Research, 5(1):14-24.
  58. Schreiber, J. B., Nora, A., Stage, F. K., Barlow, E. A., King, J. (2006). Reporting structural equation modeling and confirmatory factor analysis results: A review. The Journal of Educational Research. 99(6): 323-338.
  59. Syahputra, D. ve Murwatiningsih (2019). Building customer engagement through customer experience, customer trust and customer satisfaction in Kaligung train customers. Management Analysis Journal, Vol. 8(4):350-359.
  60. Tabachnick, B. G., ve Fidell, L. S. (2013). Using multivariate statistics. Pearson Publications.
  61. Trinh, T. L. (2017). Successful factors of implementation electronic customer relationship management (e-CRM) on e-commerce company. American Journal of Software Engineering and Applications, 6(5): 121-127.
  62. Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., ve Schlesinger, L. A. (2009).Customer experience creation: Determinants, dynamics, and management strategies. Journal of Retailing, 85(1):31-41.
  63. Wang, Y., ve Feng, H. (2012). Customer relationship management capabilities: Measurement, antecedents and consequences. Management Decision, 50(1), 115-129.
  64. Yadav, M. ve Rahman, Z. (2018), The influence of social media marketing activities on customerloyalty: A study of e-commerce industry. Benchmarking: An International Journal, 25(9):3882-3905.
  65. Yazıcıoğlu, Y. ve Erdoğan, S. (2004). SPSS Uygulamalı Bilimsel Araştırma Yöntemleri. Ankara: Detay Yayıncılık.
  66. Yüce, A., Samsa, Ç. ve Meriç, K. (2019). Effects of nostalgia proneness on consumer-based brand equity: A case study on the Eastern Express. Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 6(1):199-212.
  67. Zatalini, M.A. ve Pamungkas, T.N.(2017). Exploring the success factors of e-CRM implementation on B2C e-commerce: Satisfaction and loyalty a conceptual framework. Jurnal Ekonomi Bisnis, 22(2):94-106.
  68. https://www.btk.gov.tr/uploads/pages/pazar-verileri/2025-2-kurumdisi-10ekim-68ecc308dbdb0.pdf Erişim tarihi: 01.12.2025.