Türkiye`de şube dışı bankacılık kanallarında müşteri ilişkileri yönetimi etkinliği, Türkiye İş Bankası uygulaması

ABSTRACT CRM is one of the most speculative and blur approaches of today's business. It is often regarded as a necessity, but it is also found out that most of the CRM implementations fail. A business approach of this kind, which focuses definitely on the vital figure of customers, should be investigated by a research to obtain information about ways of delivering them superior services. This research is designed to investigate the effectiveness criteria of CRM on the basis of customer satisfaction. This thesis aims to gain information about the customer's evaluation of CRM implementations by the alternative channels. Two questionnaires are applied to the customers and the management personnel of The Department of Alternative Banking. The customer questionnaire is applied to a hundred people and the data collected are analyzed by using SPSS and Minitab. By the customer questionnaire the effectiveness of CRM is evaluated by the customers and by the management questionnaire the CRM implementations of the bank is investigated. Statistical modeling techniques of factor analysis, reliability analysis, multi regression analysis, analysis of variance and analysis of association measures are used to find out which variables affect the effectiveness of CRM and to which extent. After the analysis, a model for defining CRM and increasing effectiveness of CRM applications is structured. Furthermore analysis included goodness of fit, test of freedom, fitness to distributions and analysis about item evaluations. Some of the conclusions are: - CRM effectiveness cannot be explained by the use of CRM elements alone. - CRM strategies are part of greater strategies. - Increasing CRM effectiveness depends on software, and organizational change implementations. - Levels of evaluation of determining customers, business rules, organizational change, business process reengineering, company politics should determine the effectiveness standards of CRM. - If the education level gets higher, the views of effective CRM increases. xn