Özet:

Thanks to the Internet, communication technologies have become part of our everyday life. There is a strong competition in the e-commerce industry. The economic sustainability of business activities is properly proportionate to the importance given to the customer concept. Customer Relationship Management (Customer Relationship Management, CRM) is the concept of Customer Relationship Management. Even in fairly dynamic and uncertain economic conditions, the real value-creating elements should be revealed by providing the support that the customers need. With the increased demand for personalization, customer relationship management has become more important, especially in the retail sector. However, CRM helps customers focus and develop creative products. Thanks to healthy, planned consumer services, worldwide technology giant retail companies stand out. In this study, Facebook, Netflix, Alibaba Group, Amazon, and other companies around the world have developed applications in the field of e-commerce and are prominent with CRM structures. Companies who wish to successfully meet customer needs in a competitive environment and create customer loyalty are required to maintain their business processes and service experiences in terms of customers with high quality by taking advantage of information systems, online possibilities.

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