DEVELOPMENT AND IMPLEMENTATION OF A WEB-BASED TAILOREDCRM SOLUTION: ANACTION RESEARCH FOR A TEXTILE COMPANY IN TURKEY

The necessity toconstantly follow the expectations and needs of customers and to develop value-added strategies has arisen for companies that work underdynamicenvironments. Customer Relationship Management (CRM) software solutions make it possible to offer customized services and develop value-added strategies easily. The need for a web-based CRM software solution emerges due to the fact that current CRM software packages fail to fit the needs of companies with complex processes particularly.In this regard, the present study aims to develop and implement a web-based CRM solution to find solutions to the unique customer relationship problems of a textile company that has complex processes and a broad product range. An action research methodology is conducted with two continuing cycles. Findings of the study reveal the impact of technological and organizational activities on the development and implementation of a web-based tailored CRM solution as well as the importance of these factors for sustainable achievement