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Journals / Akdeniz İİBF Dergisi / 2004 / Cilt: 4 - Sayı: 7

The Basic Dimensions of Customer Relationship Management and an Application in Medical Supply Logistics

Müşteri İlişkileri Yönetimindeki Temel Boyutlar ve Tıbbi Malzeme Lojistiği Üzerine Bir Uygulama

Fahriye UYSAL
Şafak AKSOY
Pages
129–144
Publication Date
2022-10-11
DOI
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AI Summary & Key Takeaways

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

The research results indicated that the firm's performance was behind the customer expectations.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Within the framework of firm-customer interaction, this research aims to assess the extent of firm's commitment to customer problems and needs, and to determine the underlying dimensions of the interaction and their order.
📊
Key Findings & Data:The research results indicated that the firm's performance was behind the customer expectations.
💡
Conclusion & Impact:The order of the fundamental dimensions with view to their role in the firm's success in customer relationship practices was determined to be as follows: relationship management, opportunity management, target management, salesforce automation, and technology use.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Within the framework of firm-customer interaction, this research aims to assess the extent of firm's commitment to customer problems and needs, and to determine the underlying dimensions of the interaction and their order. The research covers the customers of a logistics firm importing medical supplies. The research results indicated that the firm's performance was behind the customer expectations. The order of the fundamental dimensions with view to their role in the firm's success in customer relationship practices was determined to be as follows: relationship management, opportunity management, target management, salesforce automation, and technology use.

Özet

Bu araştırma ile firma-müşteri etkileşiminde; müşterilerin ihtiyaç ve sorunlarına hangi oranda önem verildiğinin saptanması, etkileşimin altında yatan boyutların ve önem sırasının belirlenmesi amaçlanmaktadır. Araştırma, Türkiye'de tıbbi alanda malzeme ithal eden ve lojistiğini sağlayan firma müşterilerini kapsamaktadır. Araştırma sonuçlarına göre, firmanın müşteri istek ve ihtiyaçlarını karşılama oranının beklenenin gerisinde kaldığı saptanmıştır. Firma-müşteri etkileşiminde yer alan temel boyutlar; firmanın müşteri ilişkileri yönetimi uygulamalarında sağlayacağı başarı yönünden önem sıralaması; ilişki yönetimi, firsat yönetimi, hedef yönetimi, satış gücü otomasyonu ve teknoloji kullanımı şeklinde olmuştur.

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Cite This Article

UYSAL, F., AKSOY, Ş. (2022). The Basic Dimensions of Customer Relationship Management and an Application in Medical Supply Logistics. Akdeniz İİBF Dergisi, Cilt: 4 - Sayı: 7, 129–144. https://ajindex.com/articles/433259

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