THE OTHER FACE OF CUSTOMER RELATIONSHIP MANAGEMENT; APPLICATION ON GSM OPERATORS IN ERZURUM

Use of cell phone that its use rate decreased and use age reduced has formed a great market for gsm operators which have activity in our country. increasing competition conditions in today's markets reveal a factor which provides a profit to companies in terms of positive relationships which are set between company and customers. companies which make sales under intensive competition can get competition advantage with well relations which would be set with customers. thanks to these relations occurring by the concept customer relations management, companies try to create customer faith as providing customer satisfaction and as make customers deciding rationally and also connecting them to company in the aspect of emotional. the importance of customer relations management had slowly increased to develop relationships of companies with customers. because customer relations management is a process based on establishment relation with customer, development and management. but non-well managed customer relations management's applications may reveal negative results as decreasing customer satisfaction and customer faith. in this study, it was analysed how customer relationship management applications of the gsm operators in our country, were comprehended by consumers and their effect on customer satisfaction and customer loyalty. survey study was made in the center of erzurum. according to the results of the research, customer relationship management applications had an effect on customer satisfaction and customer loyalty.