Bibliographic citations
Aliaga, M., Caceres, C. (2023). Relación del Customer Relationship Management y la atención al cliente en los supermercados de Cajamarca, año 2021 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/33025
Aliaga, M., Caceres, C. Relación del Customer Relationship Management y la atención al cliente en los supermercados de Cajamarca, año 2021 [Tesis]. PE: Universidad Privada del Norte; 2023. https://hdl.handle.net/11537/33025
@misc{renati/1683537,
title = "Relación del Customer Relationship Management y la atención al cliente en los supermercados de Cajamarca, año 2021",
author = "Caceres Gallardo, Cristian Humberto",
publisher = "Universidad Privada del Norte",
year = "2023"
}
Currently, supermarket retailing is one of the most dynamic and important sectors in the world. In Cajamarca there are three supermarket chains: Metro, Plaza Vea and Tottus, but none of them has obtained a greater competitive advantage, quality of customer service and customer loyalty. This is due to a neglected customer relationship management and the lack of implementation of CRM strategies, therefore, this research aims to determine the relationship between Customer Relationship Management and Customer Service of supermarkets in Cajamarca. The type of research was non-experimental, correlational, cross-sectional. Two questionnaires were implemented for the two variables. A survey was applied to 383 customers of Cajamarca supermarkets (Metro, Plaza Vea and Tottus). The data were analyzed using SPSS software. The results showed that a positive correlation was obtained (R= 0.389) confirming that there is a moderate positive relationship between CRM and Customer Service. In addition, an (R= 0. 308) was obtained confirming that CRM-Customer in Customer Care have a moderate relationship, also an (R= 0.513) confirming that there is a moderate positive relationship between CRM-Management in Customer Care. Finally, an (R= 0. 440) confirming a significant relationship between CRM-Technology in Customer Service in Cajamarca supermarkets.
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