Abstract:

Abstract Social CRM (Customer Relationship Management), that is managing customer relations through social media, is becoming more common. The increase in social media use is the most important factor. Customers share their complaints, satisfactions in the social media and they ask about their peers’ experiences and views about products before deciding to buy. The companies using social media can communicate easily and rapidly with customers and try to satisfy them. In this study, the effect of the service quality of the companies using social CRM on customer satisfaction is investigated. The population consists of 342 people over the age of 18 who live in Istanbul. A survey is carried out to collect data and factor, reliability analysis, T-tests, and ANOVA/Welch tests are performed for the data by using the SPSS package program. Moreover, the developed model and the hypothesis are tested through a LISREL structural equation model. 

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