TY - GEN
T1 - Marketing digital y la gestión de relaciones con los clientes (CRM) en una empresa de transportes de carga - Perú, 2022
AU - Mendoza-Castañeda, Jhaquelin Mareli
AU - Sánchez-Pajares, Víctor Muñoz
N1 - Publisher Copyright:
© 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2023
Y1 - 2023
N2 - The purpose of this research is to determine the relationship between digital marketing and customer relationship management in a cargo transport company Cajamarca S.A., the type of research is basic with a quantitative approach, the design is non-experimental, and whose level of research is correlational. And cross-sectional, the population and sample, were made up of 20 clients of the company The technique used in the investigation was the survey and the instrument that was applied was the online questionnaire, with a reliability according to Cronbach's Alpha of 0.814 and was validated by expert judgment. Finally, it was demonstrated that the relationship between digital marketing and customer relationship management (CRM) of the company, is direct and positive, these results were verified through the Rho Spearman coefficient, obtaining a correlation of 0.765, it presents a bilateral significance level of 0.000, which is less than 0.05, therefore, the variables are related to each other and there is a very strong positive correlation, effectively demonstrating that when digital marketing is properly managed, good customer relationship management will be obtained. Customers of the company.
AB - The purpose of this research is to determine the relationship between digital marketing and customer relationship management in a cargo transport company Cajamarca S.A., the type of research is basic with a quantitative approach, the design is non-experimental, and whose level of research is correlational. And cross-sectional, the population and sample, were made up of 20 clients of the company The technique used in the investigation was the survey and the instrument that was applied was the online questionnaire, with a reliability according to Cronbach's Alpha of 0.814 and was validated by expert judgment. Finally, it was demonstrated that the relationship between digital marketing and customer relationship management (CRM) of the company, is direct and positive, these results were verified through the Rho Spearman coefficient, obtaining a correlation of 0.765, it presents a bilateral significance level of 0.000, which is less than 0.05, therefore, the variables are related to each other and there is a very strong positive correlation, effectively demonstrating that when digital marketing is properly managed, good customer relationship management will be obtained. Customers of the company.
KW - Customer relationship management
KW - Digital Marketing
KW - Feedback
KW - Flow
KW - Functionality
UR - http://www.scopus.com/inward/record.url?scp=85172290518&partnerID=8YFLogxK
M3 - Contribución a la conferencia
AN - SCOPUS:85172290518
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology
A2 - Larrondo Petrie, Maria M.
A2 - Texier, Jose
A2 - Matta, Rodolfo Andres Rivas
T2 - 21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023
Y2 - 19 July 2023 through 21 July 2023
ER -