Academic Review of Humanities and Social Sciences

Yazarlar: Ashinyi Ateghang NİCOLİNE, Burçin KAPLAN

Konular:Beşeri Bilimler, Ortak Disiplinler, İşletme

Anahtar Kelimeler:EnCustomer relationship management,Electronic customer relationship management,Online customer satisfaction

Özet: The Turkish fashion industry is one of the most active sectors of the Turkish economy, and it brings a lot of income every year. Along with this fact, the companies in this industry still encounter some challenges in e-commerce and e-CRM strategies' implementation. This paper indicates the relationship between customer satisfaction, loyalty, and the phases of e-CRM as pre-purchase, at- purchase, and post-purchase. This research concentrates on proving whether or not there exists a significant relationship between these e-CRM steps and customer satisfaction. After a detailed explanation of all three dimensions applied in the Turkish fashion digital market, the data obtained through a survey carried out on the 20 most used online shopping platforms for fashion items were analysed. At the end of the study, the possible most suitable and profitable ways of implementing e-CRM in this sector were proposed.

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