Sosyal medyanın KOBİ'lerde pazarlama ve pazarlama stratejilerine etkisinde sosyal müşteri ilişkileri yönetiminin rolü üzerine yapılan bir araştırma
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Dosyalar
Tarih
2021
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Düzce Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Günümüzde küreselleşmenin bir sonucu olarak işletmeler arası artan yoğun rekabet ortamında müşteri ilişkileri yönetimi en önemli değer haline gelmiştir. Bu sebeple işletmeler sürekliliğini sağlamak için müşteri ilişkilerini doğru bir şekilde yöneterek daha fazla müşteri edinmek ve müşterilerle ileriye dönük, uzun vadeli ilişkiler kurmak zorunda kalmıştır. Diğer yandan işletme sayılarının da artmasıyla birlikte birbirinin yerine geçen çok sayıda ürün ve hizmetlerin üretilmesi sonucu işletmeler, müşterilere daha etkili pazarlama yapabilme yolları aramıştır. Bu hedeflere ulaşmak amacıyla; mevcut iletişim kurma ve etkileşim oluşturma yöntemlerine yeni bir kanal olarak eklenen sosyal medya mecralarını daha yoğun ve etkin bir şekilde kullanmaya başlamışlardır. Bu bağlamda modern pazarlama ile birlikte hayatımıza entegre edilen Müşteri İlişkileri Yönetimi (MİY) anlayışı artık sosyal bir hal alarak Sosyal Müşteri İlişkileri Yönetimi (SMİY) kavramını meydana getirmektedir. Bu sayede geleneksel MİY ile sosyal medya platformları bütünleştirilerek, sosyal paylaşım ağları üzerinden daha geniş kitlelere yayılmak, müşterilere daha etkili pazarlama yapmak ve daha etkili stratejiler geliştirmek mümkün kılınmıştır. Buradan hareketle çalışmada, Sosyal MİY'in işletmelerde pazarlama ve pazarlama stratejilerine etkileri incelenmiştir. Araştırmanın evrenini İstanbul ilinde bulunan küçük ve orta ölçekli işletmeler oluşturmaktadır. Çalışmada nicel araştırma yöntemi kullanılmış ve veriler yüz yüze, telefon, e-mail ve sosyal medya üzerinden anket tekniği ile elde edilmiştir. Analizlerde kullanılmak üzere toplamda 394 adet veri girişi yapılmıştır. Araştırmada gereken analizleri yapmak üzere SPSS 26.0 ve AMOS 24.0 yazılımları kullanılmıştır. Araştırma bulgularına göre SMİY'in pazarlama üzerinde etkisi %57,5 oranında içerik yönetimi, müşteri odağı ve reklam yönetimi faktörleriyle açıklandığı ve bilgi üretme faktörünün pazarlama üzerinde anlamlı bir etkisinin bulunmadığı görülmüştür. Diğer yandan SMİY'in pazarlama stratejilerinde etkisi ise %48,7 oranında içerik yönetimi, müşteri odağı, bilgi üretme ve reklam yönetimi faktörleriyle açıklandığı görülmüştür.
Today, the customer has become the most important value in the increasingly intense competition environment between businesses as a result of globalization. Therefore, businesses have had to acquire more customers and establish long-term relationships with customers by managing customer care correctly in order to ensure their continuity. On the other hand, as a result of the existence of a large number of products and services that replace each other with the increase of businesses, businesses have looked for a way to market to customers more effectively. In order to achieve these goals; they started to use social media channels, which have been added as a new channel to their existing methods of communication and interaction, more intensively and effectively. In this regard, the understanding of Customer Relationship Management (CRM), which has been integrated into our lives with modern marketing, now takes a social form and creates the concept of Social Customer Relationship Management (Social CRM). Thus, it has become possible to spread to wider crowd of people through social networks, to market to customers more effectively and to develop more effective strategies by integrating traditional CRM and social media platforms. From this point of view, the effects of Social CRM on marketing and marketing strategies in businesses have been examined in this study. The scope of the research consists of small and medium-sized businesses located in Istanbul. Quantitative research method was used in the study and the data were obtained by face-to-face, telephone, e-mail and social media survey technique. A total of 394 data entries were made to be used in the analyses. SPSS 26.0 and AMOS 24.0 software were used to make the required analyzes in the research. According to the research findings, it was observed that the effect of Social CMR on marketing was explained by content management, customer focus and advertising management factors at a rate of 57.5%, and the information generation factor did not have a significant effect on marketing. Besides, it was observed that the effect of Social CMR on marketing strategies was explained by the factors of content management, customer focus, information generation and advertising management at a rate of 48.7%.
Today, the customer has become the most important value in the increasingly intense competition environment between businesses as a result of globalization. Therefore, businesses have had to acquire more customers and establish long-term relationships with customers by managing customer care correctly in order to ensure their continuity. On the other hand, as a result of the existence of a large number of products and services that replace each other with the increase of businesses, businesses have looked for a way to market to customers more effectively. In order to achieve these goals; they started to use social media channels, which have been added as a new channel to their existing methods of communication and interaction, more intensively and effectively. In this regard, the understanding of Customer Relationship Management (CRM), which has been integrated into our lives with modern marketing, now takes a social form and creates the concept of Social Customer Relationship Management (Social CRM). Thus, it has become possible to spread to wider crowd of people through social networks, to market to customers more effectively and to develop more effective strategies by integrating traditional CRM and social media platforms. From this point of view, the effects of Social CRM on marketing and marketing strategies in businesses have been examined in this study. The scope of the research consists of small and medium-sized businesses located in Istanbul. Quantitative research method was used in the study and the data were obtained by face-to-face, telephone, e-mail and social media survey technique. A total of 394 data entries were made to be used in the analyses. SPSS 26.0 and AMOS 24.0 software were used to make the required analyzes in the research. According to the research findings, it was observed that the effect of Social CMR on marketing was explained by content management, customer focus and advertising management factors at a rate of 57.5%, and the information generation factor did not have a significant effect on marketing. Besides, it was observed that the effect of Social CMR on marketing strategies was explained by the factors of content management, customer focus, information generation and advertising management at a rate of 48.7%.
Açıklama
Anahtar Kelimeler
Bilgi ve Belge Yönetimi, Information and Records Management, Bilim ve Teknoloji, Science and Technology, İşletme, Business Administration
