Customer relationship management in department stores: A case study in Turkey

In this study, ?department stores? which is the one of the most significant subjects of retail sector and ?customer relationship management? (CRM) which gains important competition advantages for continue the presence of retail sector in intensive competition conditions were studied. In general, department stores provide lots of products and present these products by the way of self-service in different non-food categorize. Retail stores have to create a long-term and permanent relationship with the customers for preference of themselves.CRM necessitates the well understanding the requests and the needs of consumers by the help of relationship marketing. Just only by this way, customer satisfaction and trust of the satisfied customers to the store; whole life customer loyalty to the trusted store can be created.In this study, department stores which apply CRM and adjust to understanding of relationship marketing were examined. Adjusted the CRM applications as a management philosophy stores gain the significant competition advantages, trust of customers and can create permanent relationships. In addition, this work put forth the increasing stores profits by the help of CRM application.