Özet:

Today, businesses carry out their marketing activities in a customer-oriented way in order to cope with intense competition conditions and to maintain their existence. In addition to gaining new customers, businesses try to retain their existing customers by ensuring customer loyalty. For this reason, customer relationship management (CRM), which is an important marketing activity for businesses, gains more and more importance every day in instilling a sense of trust in customers, establishing long-term relationships and ensuring customer loyalty. While this marketing activity was previously carried out only for the satisfaction of external customers, it has now begun to be carried out for the satisfaction of the personnel of the enterprise, which is defined as the internal customer. Because the internal customer is the business personnel who are in contact with the external customer and affect the loyalty of the business by ensuring the satisfaction of the external customer. In line with the internal customer satisfaction that occurs when the demands and expectations of the internal customers are met, the loyalty of the internal customers to the business will increase. As a result, the quality of the products and services offered to the external customers will increase, and the loyalty of the external customers to the business will be ensured by ensuring the satisfaction of the external customers. Therefore, the main purpose of the study is to examine whether there is a relationship between internal customer relationship management and its sub-dimensions and corporate loyalty. For this purpose, data are obtained by conducting a survey of 394 call center personnel. SPSS to these data obtained. Regression Analysis is performed using the 26.0 package program and it is seen that four of the six proposed hypotheses (H1, H1a, H1c, H1e) are supported.

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