An investigation about the role of customer relationship marketing in customer acquisition and customer retention

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Tezin Türü: Yüksek Lisans

Tezin Yürütüldüğü Kurum: İstanbul Ticaret Üniversitesi, Sosyal Bilimler Enstitüsü, Türkiye

Tezin Onay Tarihi: 2021

Tezin Dili: İngilizce

Öğrenci: SOUKAINA EL-MONTASER

Danışman: SAĞLAM MEHMET

Özet:

ABSTRACT 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. 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. Keywords: Customer Relationship Marketing, CRM, Customer Retention, Customer Acquisition ÖZ İyi bir pazarlama ekibi ve stratejisi olmadan herhangi bir şirket başarısız olmaya mahkumdur. Pazarda rekabetçi ve karlı kalabilmek için şirketler başarılı müşterileri çekmeli ve sürdürmelidir. Ortaklıklar için pazarlama, yeni müşteriler kazanmak yerine mevcut müşterileri korumaya ve geliştirmeye odaklanan stratejik bir yönelim olan bir iş felsefesidir. Bu araştırmanın amacı, müşteri kazanımı ve müşterileri elde tutmada pazarlama müşteri ilişkilerinin rolünü incelemektir. Araştırma bir ankete dayanıyor. Bu araştırma için çalışma örneği kozmetik müşterileri tarafından alınmıştır. Veri çalışmaları frekanslar, ortalamalar ve standart sapmalar kullanılarak yapılmıştır. Ayrıca, iki değişkenli korelasyonlar ve çoklu regresyonlar çıkarımsal istatistiklerle kullanılır. Bu çalışmanın bulguları, tüketici pazarlama ilişkilerinin önemli olduğunu ve müşterilerin kazanılması ve elde tutulmasıyla güçlü bir şekilde ilişkili olduğunu göstermektedir. Ayrıca çalışma, güven, bağlılık, iletişim ve anlaşmazlıkları çözmenin müşterinin elde tutulması ve müşterinin kazanılması üzerinde önemli bir etkiye sahip olduğunu göstermektedir. Bu çalışmanın pratik sonuçları, kuruluşların daha iyi bir müşteri tutma pazarlama planı oluşturması gerektiğidir. Anahtar Kelimeler: Müşteri ilişkileri pazarlaması, CRM, Müşteriyi elde tutma, Müşteri Kazanımı Table of Contents ABSTRACT. i ÖZ. ii ACKNOWLEDGMENT . iii Table of Contents. iv List of Figure . vii List of Table. viii 1. INTRODUCTION. 1 1. 1. Background of the study. 1 1. 2. Statement of the problem . 5 1. 3. Objectives of the study. 6 1. 4. Research questions. 7 1. 5. Significance of the study. 7 2. LITERATURE REVIEW. 8 2. 1. Theoretical framework. 8 2. 1. 1. Commitment-Trust Theory. 8 2. 1. 2. Relationship Marketing Theory . 9 2. 1. 3. The Social Exchange Theory. 10 2. 2. Customer Relationship Management (CRM). 10 2. 3. Evolution of Relationship Management. 11 2. 4. Development of relationship marketing. 13 2. 4. 1. Technological Development . 13 2. 4. 2. Total Quality Management . 13 2. 4. 3. Rise of the service sector. 14 2. 4. 4. Organizational development process, empowerment of individual and team. 14 2. 4. 5. Increased competition and heightened customer retention. 15 2. 4. 6. Long-term orientation . 15 2. 4. 7. Efficacy of Promises. 16 2. 4. 8. Customer share and market share . 16 2. 5. Customer Relationship Marketing Definition. 16 2. 6. Dimension of Customer Relationship Marketing. 18 2. 6. 1. Commitment. 18 2. 6. 2. Trust. 20 2. 6. 3. Communications. 21 2. 6. 4. Conflict handling. 22 2. 7. The Concept of Customer Retention. 23 2. 7. 1. Customer Defect. 23 2. 8. Customer Retention Benefits . 24 2. 8. 1. Customer Value. 24 2. 8. 2. Profitability and Cost-Efficiency . 24 2. 8. 3. Customer's Lifetime Value (CLV). 25 2. 9. Customer retention issues . 25 2. 9. 1. Climate Competitive . 26 2. 9. 2. Complaints of Consumer. 26 2. 10. Customer Acquisition . 27 2. 11. Trust and customer Retention and Acquisition . 30 2. 12. Commitment and Customer Retention and Acquisition . 32 2. 13. Communication and Customer Retention and Acquisition . 33 2. 14. Conflict handling and Customer Retention and Acquisition. 35 2. 15. Conceptual framework. 36 3. METHODOLOGY . 37 3. 1. The Research Goal. 37 3. 2. Procedures for sampling. 38 3. 2. 1. Sample and Population. 38 3. 2. 2. The technique for sampling. 39 3. 3. Sources of Data. 39 3. 4. Measurement of Constructs. 40 3. 4. 1. Customer Relationship Marketing . 40 3. 4. 2. Customer Retention. 40 3. 4. 3. Customer Acquisition . 40 3. 5. Tools for data collection . 41 3. 6. Analysis of data . 41 3. 7. Validity of the Study . 42 4. RESULTS . 43 4. 1. Respond rate of Participants. 43 4. 2. Demographic Variables. 44 4. 3. Descriptive Statistics. 48 4. 4. Validity and Reliability Analysis. 50 4. 5. Correlation. 53 4. 6. Regression Analysis for Model 1: . 58 4. 7. Regression Analysis for Model 2: . 61 5. DISCUSION AND CONCLUSION. 65 5. 1. Introduction. 65 5. 2. Findings of the study. 65 5. 3. Conclusion . 67 5. 4. The recommendations of this study. 69 5. 5. Recommendation for further Study . 69 REFERENCES. 71 APPENDIX A. 93