Müşteri ilişkileri yönetimi çerçevesinde müşteri memnuniyetinin kümeleme analiziyle irdelenmesi ve bir uygulama denemesi
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Date
2023-11-20
Authors
Şentay, Gizem
Journal Title
Journal ISSN
Volume Title
Publisher
Bursa Uludağ Üniversitesi
Abstract
Amaç: Müşteri ilişkileri yönetimini kavram olarak daha yakından ele almak, kümeleme analizi yöntemlerini tanımak ve sektöründe öncülük eden bir kahve işletmesi müşterilerinin, işletmenin CRM uygulamalarına dair uygulanan müşteri memnuniyeti anketinin iki aşamalı kümeleme analizi yöntemi yardımıyla irdelemesini sağlamaktır. Materyal ve Metot: Uygulamada, Starbucks kahve işletmesinin CRM uygulamaları 4 kategori altında ele alınarak ve veri kaynağı Bursa/Nilüfer'de yaşayan 387 işletme müşterisine müşteri memnuniyet anketi uygulanarak elde edilmiştir. CRM uygulamaları ve kadın müşteriler kümeleme analizi yöntemlerinden iki aşamalı kümeleme analizi yöntemi ile irdelenmiştir. Bulgular: Analize, ilk olarak Starbucks Card uygualamaları ve kadın müşterilere iki aşamalı kümeleme analizi uygulanarak başlanmıştır. Sırasıyla; ikinci CRM uygulaması olan mağaza uygulamaları ve kadın müşterilere, sosyal medya uygulamaları ve kadın müşterilere, müşteri hizmetleri uygulamaları ve kadın müşterilere iki aşamalı kümeleme analizi uygulanmıştır. Elde edilen bulgular sonuç kısmında detaylandırılmıştır. Silhouette (Gölge) ölçütüne göre kümeleme analizi sonuçları anlamlıdır ve elde edilen sonuçlar tablolar halinde özetlenmiştir. Sonuç: Uygulanan iki aşamalı kümeleme analizi sonucunda dört CRM uygulamasında farklı sonuçlar verdiği gözlenmiştir. Starbucks Card uygulamaları, mağaza uygulamaları ve sosyal medya uygulamaları ile kadın müşterilere uygulanan iki aşamalı kümeleme analizi sonucunda iki küme elde edildiği gözlenmiştir. Dördüncü CRM uygulaması olarak sınıflandırılan müşteri hizmetleri uygulamaları ile kadın müşterilere uygulanan iki aşamalı kümeleme analizi sonucunda 3 küme elde edilmiş ve Silhouette (Gölge) ölçütüne göre kümeleme kalitesi diğer uygulamalara göre daha anlamlı elde edilmiştir.
Aim: To take a closer look at customer relationship management as a concept, to recognize cluster analysis methods and to analyze the customer satisfaction survey of the customers of a coffee business that is a pioneer in sector, regarding the CRM applications of the coffee business with the help of the tow-step cluster analysis method. Materials and Method: In practice, Starbucks CRM applications will be clustered in 4 categories and the data source. The analysis started by first applying a twostep cluster analysis to Starbucks Card applications and female customers. Respectively; two-step cluster analysis was applied to the second CRM application, store applications and female customers, social media applications and female customers, customer service applications and female customers. The findings obtained are detailed in the results section. The results of the cluster analysis according to the Silhouette(Shadow) criterion are meaningful and the results obtained are summarized in tables. It was obtained buy applying a customer satisfaction survey to 387 business customers living in Bursa/Nilufer. CRM applications and female customers were examined using the to-step cluster analysis method, one of the cluster analysis methods. Results: The analysis started by taking the z values of the variables. First, Ward's technique was applied, then k-means technique and two-step cluster analysis techniques were applied, respectively. The findings obtained are detailed in the results section. According to the Silhouette (Shadow) criterion, the clustering analysis result is significant. The results obtained are summarized in tables. Conclusion: As a result of the two-step cluster analysis applied, it was observed that all 4 CRM applications gave different results. It was observed that two-step clusters were obtained as a result of the two-step cluster analysis applied to female customers with Starbucks Card applications, store applications and social media applications. As a result of the two-step clustering analysis applied to female customers with customer service applications categorized as the fourth CRM application, 3 clusters were obtained and the clustering quality according to the Silhouette(Shadow) criterion was obtained more meaningfully than other applications.
Aim: To take a closer look at customer relationship management as a concept, to recognize cluster analysis methods and to analyze the customer satisfaction survey of the customers of a coffee business that is a pioneer in sector, regarding the CRM applications of the coffee business with the help of the tow-step cluster analysis method. Materials and Method: In practice, Starbucks CRM applications will be clustered in 4 categories and the data source. The analysis started by first applying a twostep cluster analysis to Starbucks Card applications and female customers. Respectively; two-step cluster analysis was applied to the second CRM application, store applications and female customers, social media applications and female customers, customer service applications and female customers. The findings obtained are detailed in the results section. The results of the cluster analysis according to the Silhouette(Shadow) criterion are meaningful and the results obtained are summarized in tables. It was obtained buy applying a customer satisfaction survey to 387 business customers living in Bursa/Nilufer. CRM applications and female customers were examined using the to-step cluster analysis method, one of the cluster analysis methods. Results: The analysis started by taking the z values of the variables. First, Ward's technique was applied, then k-means technique and two-step cluster analysis techniques were applied, respectively. The findings obtained are detailed in the results section. According to the Silhouette (Shadow) criterion, the clustering analysis result is significant. The results obtained are summarized in tables. Conclusion: As a result of the two-step cluster analysis applied, it was observed that all 4 CRM applications gave different results. It was observed that two-step clusters were obtained as a result of the two-step cluster analysis applied to female customers with Starbucks Card applications, store applications and social media applications. As a result of the two-step clustering analysis applied to female customers with customer service applications categorized as the fourth CRM application, 3 clusters were obtained and the clustering quality according to the Silhouette(Shadow) criterion was obtained more meaningfully than other applications.
Description
Keywords
CRM, Müşteri memnuniyeti, Kümeleme analizi, İki aşamalı kümeleme analizi, Ward’s tekniği, K-ortalamalar tekniği, Customer satisfaction, Cluster analysis, Two-step cluster analysis, Ward's technique, K-means technique
Citation
Şentay, G. (2023). Müşteri ilişkileri yönetimi çerçevesinde müşteri memnuniyetinin kümeleme analiziyle irdelenmesi ve bir uygulama denemesi. Yayınlanmamış yüksek lisans tezi. Bursa Uludağ Üniversitesi Sosyal Bilimler Enstitüsü.