TY - GEN
T1 - Customer Relationship Management y Fidelización de Clientes en una Empresa de Entretenimiento del Norte del Perú
AU - Estuardo Manuel, Rojas Roble
AU - Llaque-Fernandez, Grant Ilich
N1 - Publisher Copyright:
© 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2023
Y1 - 2023
N2 - A research was conducted to determine how the implementation of Customer Relationship Management (CRM) strategies influences customer loyalty in the company Florida G&C S.A.C., Trujillo - 2023, an entertainment company located in northern Peru. For this, the research had a quantitative approach and a pre-experimental design since an initial observation was made through a pre-test to describe the initial conditions, followed by a post-test to evaluate the effect of CRM strategies. For this purpose, a questionnaire based on 16 questions was used as a data collection instrument, which was applied to a sample of 50 of the company's customers. Among the main results it was found that in the pre-test 89% of the respondents stated that they had never observed any strategy for customer loyalty by the company, while in the post-test it was shown that the perception changed by obtaining 64.38% of respondents stated that they have observed strategies by the company. It was concluded that the implementation of Customer Relationship Management (CRM) strategies increases customer loyalty in the company Florida G&C S.A.C.".
AB - A research was conducted to determine how the implementation of Customer Relationship Management (CRM) strategies influences customer loyalty in the company Florida G&C S.A.C., Trujillo - 2023, an entertainment company located in northern Peru. For this, the research had a quantitative approach and a pre-experimental design since an initial observation was made through a pre-test to describe the initial conditions, followed by a post-test to evaluate the effect of CRM strategies. For this purpose, a questionnaire based on 16 questions was used as a data collection instrument, which was applied to a sample of 50 of the company's customers. Among the main results it was found that in the pre-test 89% of the respondents stated that they had never observed any strategy for customer loyalty by the company, while in the post-test it was shown that the perception changed by obtaining 64.38% of respondents stated that they have observed strategies by the company. It was concluded that the implementation of Customer Relationship Management (CRM) strategies increases customer loyalty in the company Florida G&C S.A.C.".
KW - Customer Loyalty
KW - Customer Relationship Management
KW - customer relations
UR - http://www.scopus.com/inward/record.url?scp=85187250461&partnerID=8YFLogxK
U2 - 10.18687/LEIRD2023.1.1.244
DO - 10.18687/LEIRD2023.1.1.244
M3 - Contribución a la conferencia
AN - SCOPUS:85187250461
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development
T2 - 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2023
Y2 - 4 December 2023 through 6 December 2023
ER -