Determining the social customer relationship management processes in small and medium sized enterprises: A qualitative research in Adana province

With the spread of internet usage, the borders on the world have disappeared and the world has become a village where people and businesses from all regions, geographies can be influenced and communicate with each other on many issues. At this point, businesses now have to produce various ways and strategies that distinguish themselves from others and enable them to preferred by the customers in order to continue their existence. The aim of this study was to identify the factors that influence the Social Customer Relationship Management processes of small and medium sized enterprieses (SMEs) operating in Adana province. In addition, it has been tried to reveal how they involve customers in the communication process how they use social media channels in the management process. In the study, a semi-structured in depth interview method, one of the qualitative research methods was used and 22 people working as managers and or partners of SMEs who accepted to involve this research as a voluntary operating in context and descriptive terms. Frequency and percentage analyses of the data were performed with Excel program. As a result of the interviews, it was revealed that small and medium sized enterprises in it was stated that Customer Relationship Management (CRM), while it was stated the CRM is managed by more traditional methods (face-to-face meeting, receiving information by telephones). It has also emerged that participating businesses are trying to adapt social customer relationship management process.