The effect of customer relationship marketing in customer retention and customer acquisition
Yükleniyor...
Dosyalar
Tarih
2021
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Without a good marketing team and strategy, any company is bound to fail. To remain competitive and profitable in the market, companies should attract and maintain successful customers. For client relationship marketing, this is definitely finished. Marketing for partnerships is a business philosophy, a strategic orientation that focuses on maintaining and developing existing customers instead of gaining new customers. The goal of this research is to examine the role of marketing customer relationships in customer acquisition and retention of customers. The research is based on a survey. For this research, the study sample was taken by cosmetics customers. Data studies have been performed using frequencies, means and standard deviations. Furthermore, bivariate correlations and multiple regressions are used with inferential statistics. The findings of this study show that consumer marketing relationships are significant and strongly associated with the acquisition and retention of customers. Furthermore, the study shows that trust, commitment, communication and conflict handling have an important effect on the customer’s retention and customer’s acquisition. The practical implications of this study are that organizations should build a better customer retention marketing plan.
Açıklama
Anahtar Kelimeler
Customer Relationship Marketing, CRM, Customer Retention, Customer Acquisition
Kaynak
International Journal of Commerce and Finance
WoS Q Değeri
Scopus Q Değeri
Cilt
7
Sayı
1
