TY - GEN
T1 - Sistemas de Gestión de Relaciones con los Clientes (CRM) y la Fidelización en el sector financiero
AU - Samán-Chingay, Saraí Nelly
AU - del Pilar Miranda-Guerra, María
AU - Huamán, Estefany Pamela Casas
N1 - Publisher Copyright:
© 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2023
Y1 - 2023
N2 - The financial sector promotes the growth of national economies, providing financial services and products that enable capital resources for organizations, allowing their growth and expansion. In this sense, to achieve success in organizations that operate in such a complex market and of such importance for the development of countries, it is necessary to promote technology aligned to the use of customer relationship management systems, seeking to better understand their needs and meet them satisfactorily with the aim of generating a commitment to the brand or company. It was considered that there is an average positive relationship between CRM and customer loyalty with a spearman correlation coefficient of 0.540, which allows validating that companies immersed in this sector need to take advantage of digitization and technological tools to respond to the needs of its customers, whose response to this will be loyalty and fidelity, which translates into long-term competitiveness.
AB - The financial sector promotes the growth of national economies, providing financial services and products that enable capital resources for organizations, allowing their growth and expansion. In this sense, to achieve success in organizations that operate in such a complex market and of such importance for the development of countries, it is necessary to promote technology aligned to the use of customer relationship management systems, seeking to better understand their needs and meet them satisfactorily with the aim of generating a commitment to the brand or company. It was considered that there is an average positive relationship between CRM and customer loyalty with a spearman correlation coefficient of 0.540, which allows validating that companies immersed in this sector need to take advantage of digitization and technological tools to respond to the needs of its customers, whose response to this will be loyalty and fidelity, which translates into long-term competitiveness.
KW - Customer Relationship Management Systems
KW - Information Systems
KW - loyalty
UR - http://www.scopus.com/inward/record.url?scp=85172377504&partnerID=8YFLogxK
M3 - Contribución a la conferencia
AN - SCOPUS:85172377504
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 -