Evaluation of CRM Applications in E-Commerce Marketplaces from the Perspective of Managers: A Case Study from Türkiye

Abstract

This study examines a hybrid CRM system implemented in the marketplace model of a large e-commerce company in Türkiye, focusing on managers’ perceptions and system effects. Data were collected through a structured online survey conducted with managers, addressing decision-making processes and CRM-related challenges. Findings were analyzed thematically, with emphasis on CRM integration, operational impacts, and critical success factors. Key challenges include third-party tool compatibility, data transfer difficulties, and stakeholder communication issues, while coordination and cultural alignment were identified as important factors in overcoming these challenges. CRM integration enabled centralized data management, automation of manual processes, and improvements in personalized customer relations, contributing to operational and strategic improvements. While internal and external system integration provides several advantages, third-party dependency and cultural differences also create organizational challenges. The findings suggest that successful CRM integration depends on factors such as top management support, effective data management, employee involvement, communication, organizational culture, and inter-unit collaboration. Overall, the study indicates that CRM integration extends beyond technical implementation and contributes to organizational transformation in marketplace-based e-commerce ecosystems.