Ekonomi ve Yönetim Araştırmaları Dergisi

Yazarlar: Pembe GÜÇLÜ, Seda ŞENLİK, Ali ÖZDEMİR

Konular:-

Anahtar Kelimeler:Customer Relationship Management CRM ,Data Envelopment Analysis DEA

Özet: Businesses should understand and meet the expectations of their customers to sustain existence and profitability on face to changing world and competitive conditions. For this reason they should manage the relationships with customers well, give direction their strategies according to results of measurements that will be performed. It is aimed to measure the efficiency of customer relationship management activities, are carried out by a firm in food industry, by Data Envelopment Analysis in this paper. Survey data, obtained from company’s customer satisfaction measurement study that performed in 2013, is used in analyze. Efficiency is evaluated based on fifteen dealers in application. Meeting customer demands, customer satisfaction and customer perception were determined as input variables, firm performance by other firms and years were determined as output variables. The results show that five of the fifteen decision making units dealers are efficient. Reference clusters are determined, target values for input and output variables in order to come effectiveness frontier for inefficient decisionmaking units are calculated and interpreted

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