The effect of customer relations management on competitive advantage and on application in finance sector

The aim of this research is to put the interaction between customer relationship management, which is attached much more importance in terms of business enterprizes under today?s intense competitive atmosphere, and provide competitive advantage forward for consideration.This situation has pushed the enterprizes to develop new strategies to get the competitive advantage. And customer relations management is one of these strategies.The consept of `customer? is vital for an enterprize to live an to survive, for example, imagine an enterprize serves the best quality goods and service but has no clients, it is impossible for that enterprise to earn income and to remain in existence. That?s the reason of the importance of customer for the business enterprizes.Providing customer loyalty, customer satisfaction and pleasure, it could be managed to retain the customers and gain new ones. These are only achieved by having successful customer relations management.Within the prepared thesis, the applicaton of customer relations management?s affects on competitive advantage has been examined on fifteen banks which show activity in the finance sector. It has been polled to ninety people.It has been clarified that, in the light of the answers of the subjects participated in this survey, in today?s intense competitive circumstances, customer relations management is an effective activity for the banks in terms of providing competitive advantage.Keywords: Banking, Competition, Content, Customer, Pleasure