Akademik Veri Yönetim Sistemi
3rd International Palestra Scientific Research Congress, Skopje, Makedonya, 25 - 26 Ekim 2024, ss.405-413, (Tam Metin Bildiri)
Consumers make choices among the
alternatives they have to meet their needs. Previous experiences also have an
impact on the evaluation process of alternatives. Satisfaction arises to the
extent to which the businesses they are customers meet their expectations with
the products and services they offer. Satisfied customers also tend to continue
to prefer the businesses they shop at.
Businesses aim to reveal customer
satisfaction. In its simplest definition, customer satisfaction is the
fulfillment of customers' expectations. Businesses prefer Customer Relationship
Management (CRM) practices to ensure satisfaction. The main objectives of CRM
are to retain customers, develop customers and acquire new customers. In this
context, the prerequisites for achieving CRM objectives are identifying the
right target audience and understanding what they need and want. These determinations
reveal the goals of the business. It is possible to meet expectations at the
highest level by addressing the right target audience with the right products
and services. In some cases, with analyses based on accurate data, consumers
who are not aware of their needs are helped to realize their needs and better
understand what they want. This leads to a higher level of satisfaction among
these customers. In this context, it can be said that the development of CRM
applications based on accurate data-based analysis can increase satisfaction.
In today's business world where customer satisfaction and loyalty are critical to business success, analyzing customer data with data mining tools can help businesses manage customer relationships in a more effective and focused way. CRM software facilitates data management and tracking customer interactions in this process. This study aims to help businesses strengthen their customer-oriented strategies, by examining the link between these two important components. The population of the study consists of company employees. The sample of the study included 200 people working in different businesses in Istanbul. A questionnaire, which is one of the quantitative research methods, was preferred for data collection. SPSS 28 package program was used in the research analysis. According to the information obtained as a result of frequency analysis, the participants think that data mining applications will be useful for businesses. In line with the information obtained through data mining applications, customized solutions can be offered to customers. At the same time, new products and services suitable for the target audience can be produced in line with the information obtained.