The application of data envelopment analysis for measuruing effecti̇veness of customer relationship management

The İntensive competition that we face today, ensuring customer satisfaction is achieved by customer-oriented management approach. Customer orientation is a management approach that is intended to effective implementation of customer loyalty, total customer satisfaction, continuous improvement and management of complaints. The customers in order to achieve long-term valve. It is necessary to obtain the maximum output with minimum output with input in order to sustain their profitability by using resources effectively ana efficiently fort he companies in the growing competition and the changing World of business. Data Envelopment Analysis (DEA), has developed a method based on linear programming with the aim to measure the relative effectiveness of economic decision makers producing similar goods and services. This study aimed to measure the effectiveness of company in the food sector with Data Envelopment Analysis. QM for Windows that ensure the solution of Data Envelopment Analysis as a linear programming model is used fort he solution of the model. As a result of this study, five at 15 decisions making unit was found effective according to input-oriented CCR Model. Also, reference clusters has been found for being effective of decision making units hasn't found effective the goals was determined to be effective. Keywords: Customer Relationship Management, Data Envelopment Analysis, Effectiveness