The Role of Customer Relations in Electronic Commerce and Field Study on E-CRM in the Coronavirus Pandemic

This study aims to look into the effects of the coronavirus pandemic and the electronic customer relations on the e-commerce volume. In the research's context; the sample size has been calculated for the people above the age of 18 and regardless of gender to be 288. A survey has been constructed that consist of questions in the order of inverted-funnel technique, simple questions to complex questions, and the questions are in the form of a rating system. The survey has been sent out via e-mail to the calculated sample, which is 288 people. The collected data has been fed into the SPSS 24 program. Exploratory Factor Analysis has been used for scale validity. Regression Analysis has been used for hypotheses. The effects of CRM phenomenon on the improvement of e-commerce that is a multi dimensional variable has been examined in two parts, pre-COVID19 and during COVID19. After this study; most of the hypotheses that has been constructed with the idea of pre-pandemic customer loyalty and repurchase intention that proves the improvement of the e-commercethrough e-CRM has been accepted. Because of this reason, one can say that the pre-pandemic e-CRM has contributed to the improvement of e-commerce. However a robust correlation couldn't be found between pandemic era e-CRM and the improvement of e-commerce.