DIMENSIONS OF CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES FROM SHIP AGENCY PERSPECTIVE: AN EXPLORATORY STUDY

Customer focus, satisfaction, and value are among the key determinants in establishing customer relationship management. With the effects of increasing competition and negative environmental developments e.g., Covid-19, companies’ interests on Customer Relationship Management insert ignore into journalissuearticles values(CRM); activities have increased. This study explores some dimensions that are frequently used for establishing CRM such as customer focus approach, customer value and customer satisfaction from the ship agency perspective. According to the findings, agencies claim that they frequently have difficulties to achieve customer satisfaction, they adopt many strategies for CRM insert ignore into journalissuearticles values(e.g., telephone calls, e-mails, offering promotions, visits);, they consider hiring staff of sales department carefully, they customized their services for customers, and they challenge competition and gain lower profits because of it. Surveys and feedbacks are frequently used by agencies for evaluating customer satisfaction.