Examining Customer Relationship Management Practices and Its Effect on Company Performance in Business-to-Business (B2B) Markets
Ismail Şahin, Pelin Özgen

The aim of this study is to reveal the effects of customer relationship management practices on business performance in business-to-business (B2B) markets. Survey data came from 134 people working in the purchasing unit of companies engaged in B2B activities. The results of the statistical analysis show that the corporate performance of the enterprises whose customer relationship management applications score increases by one unit will increase by 0.622 units. It is seen that the performances of companies whose customer relationship management applications are more frequently applied are also positively affected. In addition, it has been determined that customer relationship management practices and their dimensions, customer focus, customer relationship management organization, information management and technology-based customer relationship management, have statistically significant and positive effects on company performance.

Full Text: PDF     DOI: 10.15640/rcbr.v11n1a3