Özet:

With the rapid development of globalization and information technology that emerged in the last years of the twentieth century, a rapid process of change has occurred in many areas, especially in the economy. As the competition increases, the customer is constantly encouraged by the communication technology and being challenged by consumption. The emerging new customer profile prefers that are aware that there are many alternatives for themselves, trusting themselves, and in which their value is known as a customer. Businesses need to know their customers’ needs and desires, and they need to take steps according to that. At this point, the Customer Relationship Management (MY) is activated. MY can be defined as the management strategy a business develops to ensure its profitability, continuity and, most importantly, the satisfaction of its customer at the top. The main objective of this work is to show that MY’s vital importance in terms of business. As a method of data collection in the study, the classical survey content app technology has been used and it has been shown to be highly reliable by testing the reliability of the questions. Using the SPSS 15.0 program for the evaluation of the later obtained data, a variety of analyses, such as frequency, percentage, average, ki-quarter, Pearson's R test and correlation were made. The most important outcome the research has shown is that by pre-discovering customer expectations, organizations that are sensitive to customer requests and complaints can succeed in satisfying their customers.

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