Abstract :
Setting up a long-term relationship with the customer and making it a loyal customer by maintaining the continuity of this relationship is one of the important aims of an enterprise. All data collected about customers which are kept in data warehouse become information by analyzing with data mining. So, an effective marketing strategy becomes applied, holding the customer wishes in the foreground. Also, it is provided that businesses have one-to-one contact with a lot of clients at the same time, make analysis about customer wishes, customer complaints, customer likes, customer losses and re-gains, customer satisfaction, etc., give advantage about timing and costs. With this research, it is aimed that the importance of CRM and e-CRM is put forward by following the results when they are applied or not applied in automotive sector.
NaturalLanguageKeyword :
Customer Relationship Management , Relationship Marketing , Customer Satisfaction , Customer Loyalty , Customer Value.
