The impact of electronic customer relationship management on customer satisfaction in Turkey

The main purpose of this thesis is to examine the impacts of E-CRM features on customer satisfaction and perceived usefulness as a mediator variable within e- commerce sector of Turkey. Having 46 mln of internet users promises bright future to Turkey's e-commerce businesses. Overall, e-commerce businesses are operating in constantly changing environment and trends, thus E-CRM features may serve not only as a way for maintaining stable relationship with customers, but a tool that may provide competitive advantage in order to keep customers satisfied and loyal. Within the framework of this study quantitative research methods were applied. Primary data from 210 respondents has been collected through self-administered, Likert type online survey. Research model constructs were evaluated and analyzed with a help of confirmatory factor analysis (CFA) and structural equational model (SEM) processed in statistical software. The findings of the study indicated that E-CRM features represented in current research (complaint handling, communication, information content, security and privacy) demonstrate both direct and indirect impact (through perceived usefulness variable) on customer satisfaction. Additionally, the results of this study should alert e- retailers that do not have strong E-CRM framework, to rethink existing strategies and reconsider available E-CRM approach for further improvements. Keywords: E-CRM, e-commerce, customer satisfaction, perceived usefulness, complaint handling, communication, information content, security, privacy.