MANAGING THE RELATIONSHIP BETWEEN ECRM AND ONLINE CUSTOMER SATISFACTION AND LOYALTY IN DIGITAL B2C MARKET; CASE OF TURKISH FASHION COMPANIES

Ashinyi Ateghang Ni̇coli̇ne () and Burçin Kaplan ()
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Ashinyi Ateghang Ni̇coli̇ne: İstanbul Aydın Üniversitesi
Burçin Kaplan: İstanbul Aydın Üniversitesi, İktisadi Ve İdari Bilimler Fakültesi/Havacilik Yönetimi Bölümü,

Academic Review of Humanities and Social Sciences, 2020, vol. 3, issue 2, 403-418

Abstract: 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.

Keywords: Customer relationship management; electronic customer; relationship management; online customer satisfaction (search for similar items in EconPapers)
Date: 2020
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