CUSTOMER RELATIONSHIP MANAGEMENT AND AN APPLICATION IN THE RETAIL INDUSTRY

Abstract

In this study the concept of “ Customer Relationship Management”, was examined from the viewpoint of retailing and market chains. First the concepts related with CRM, importance and the benefits of the application were analyzed and the concepts related to customer value were taken into consideration. Customer Relationship Management approach is mainly a process. In order to realize this process some elements are required. These elements are examined and some suggestions are provided in this study. According to this research especially the information technology factor in CRM process was widely spreading in Turkey. But we need time for customer value although most firms are aware of the importance of the factor.