Elektronik Müşteri İlişkileri Uygulamalarının Demografik Değişkenler Kapsamında İncelenmesi: Havayolu İşletmelerinde Bir Araştırma (Investigating Electronic Customer Relationship Practices in the Context of Demographical Variables: A Research on Airline Companies)

Abstract

In this study, it is aimed to investigate electronic customer relationship practices in the extent of demographic variables. Research data were obtained from 479 postgraduate students of Gazi University between April-2017 and February-2018. 11-item “Electronic Customer Relationship Management” scale which was developed by Lam, Cheung ve Lau (2013) that has 4 subscales such as perceived rewards, preferential treatment, interpersonal communication and electronic direct mail is adapted. In that study, demographic variables such as sex, marital status, age and airline organization preferred are used. Obtained data are firstly evaluated according to validity, reliability and variance analyses applied after. Scheffe of Post Hoc tests is used to test the reason of difference. The results reveal that, there is a meaningful difference among both perceived rewards and preferential treatment with airline organization preferred and also between interpersonal communication with age variable. On the other hand, there is not significant difference among electronic direct mail with demographic variables.