Neighborhood grocery in customer relationship management

The aim of the study is to determine the applications of grocery shopkeepers for customer relationship management and to make recommendations for a customer relationship management suitable for tradesmen to gain competitive advantage. In addition, develop a CRM (Customer Relationship Management) training program is another objective of the study. Data were collected from the grocery shopkeepers in the center of Bolu with a survey method. There ara 518 grocery stores in Bolu. But non-grocery trades are not included, so the sample is 300 grocery stores. However, 70 trades refused to answer the questionnaire, so 230 questionnaires were applied, and 201 questionnaires were suitable for analysis. The data obtained from the study were analyzed with IBM SPSS 24 program. First of all, the number, percentage, average, standard deviation, min, max. values are shown. The relationship between customer relationship management and competitive advantage was demonstrated by Pearson correlation analysis. In the results and suggestions part of the questionnaire, questions were examined one by one and comparison was made according to the literature and training program modules were formed. Keywords: Grocery, Craftsman and Artisan, Customer Relationship Management, Competitive Advantage