The role of data mining applications in customer relationship management in the logistics sector and a comparative analysis

This study aims to examine the impact of data mining applications on customer relationship management (CRM) in the logistics sector. In today's digital transformation era, the strategic utilization of customer data has become imperative, necessitating the enhancement of traditional CRM approaches with data-driven methods. The effectiveness of this integration in the logistics sector and its contribution to operational processes represents an insufficiently researched problem area. The research was conducted through a survey administered to 150 white-collar employees working in five different logistics companies operating in Antalya province. A quantitative research methodology employing the survey model was utilized, and analyses were performed using SPSS 22 software.