THE EFFECTS OF AGE FACTOR IN MOBILE CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER BUYING BEHAVIOUR
DOI:
https://doi.org/10.31567/ssd.157Keywords:
Customers Relationship Management, Mobile Customers Relationship Management, Customer Behaviour, Customer Buying Behaviour, Mobile ApplicationsAbstract
Mobile Customer Relationship Management (mCRM) is a philosophy and a strategy that focuses on building better customer,
increases revenues and profitability, reduces costs and increases customer loyalty. This research intensifies on customer
buying behaviour in Mobile Customer Relationship Management, which has become a new management concept in the world.
In this study the application of mCRM of service sector in Turkey was investigated, specifically Gloria Jean's Coffees Turkey,
the giant in coffee industry with around 1 million of mobile users, has been taken as a reference. This work focuses on
customer buying behaviour and influences created by the customer's mobile application features and the applied promotional
culture.
In addition, the relationship between Gloria Jean's Coffees Turkey's mCRM analytical data and customer buying behaviour
has been developed. The application of this study is also recommended in various sectors.
