Relationship Between Customer Needs, Customer Relationship Management, and Customer Loyalty: The Sample of Gemport

The main purpose of the study is to determine the relationships between customer relationship management and customer loyalty and needs.. In order to test the hypotheses reached as a result of the literature review, a convenience sampling method was determined and a questionnaire was applied to 160 participants. The obtained data were analyzed using the SPSS statistical program. As a result of the analysis, it has been determined that customer relationship management partially affects customer loyalty. In addition, from customer relationship management dimensions; The relationship between the variables of value, satisfaction, information technologies, loyalty programs and complaint management, as well as the resource, process, output, management and social responsibility sub-dimensions of customer needs with customer loyalty were examined. As a result of the relationships examined, it has been determined that information technologies and resource dimensions have a significant relationship with customer loyalty. A significant relationship was observed between customer relations and customer needs.