Özet:

Purpose- In today’s highly competitive world, an increasing number of organizations have realized the importance of becoming more customer-centric and invested a large amount of time and resources in a Customer Relationship Management (CRM) system with the aim of better managing their customers. The aims of CRM are to satisfy, retain, and create repurchase intention and loyalty to the customers on the services offered by the banks. Previous researches have confirmed that technology factors such as trust (reliability, functionality), security and privacy (data security and privacy) influence customer relationship management performance. The study confirmed the relationship between the data technologies and Customer Relationship Management performance. Design/methodology/approach - Customer Relationship Management (CRM) is a business strategy designed to help an enterprise understand and anticipate the needs of its potential and current customers. Customer data is captured in several different areas of the enterprise, stored in a central database, analyzed, and distributed to key points (called touch points). Touch points can include a mobile sales force, inbound and outbound call centers, Web sites, point-of-sale direct marketing channels, and any other parts of an enterprise that interact with the customer. The distributed data is intended to help foster effective, individual experiences between the company and the customer. A company's most important asset is information. A corporation's ability to compete, adapt and grow in a business climate of rapid change is dependent in large measure on how well the company uses information to make decisions - decisions that also impact partner and customer relationships. Employees throughout organizations need access to information on customers, vendors and suppliers, ultimately transforming data into critical business knowledge. Findings- CRM is designed to empower the entire enterprise when managing customer relationships. Enterprises want their customers to see one, friendly, corporate face, as opposed to a collection of disconnected departments trying to work together. Ideally, an effective CRM strategy will enable the enterprise to utilize all of its resources when interfacing with a customer, including marketing, sales, finance, and manufacturing, as well as post-sales services. When carefully and strategically employed, econometric, demographic, lifestyle, and psychographic data; decision-support systems; the Internet; and customer access techniques and technologies can help promote effective CRM, despite the size of enterprise, the size of enterprise's customer base, or the size of relative market. The ability to gain value from CRM projects is contingent on the enterprise's capability to leverage and integrate all of these functions, technologies, and consolidated data in a way that promotes departmental synergy, as well as competitive advantage. Practical implications-CRM is a key solution to realize the information infrastructures which increase the responsiveness power during compositional pressures thus survives the organization. Nowadays there is much competition for maintaining the customers. In a completely economic viewpoint, commercial institutions have understood that holding a customer is less expensive than finding a new customer.

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