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Title: INFLUENCIA DE LA GESTIÓN DE RELACIONES CON LOS USUARIOS Y FIDELIZACIÓN EN UNA EMPRESA DE RUBRO COMERCIAL DE LA REGIÓN ICA, 2016
Advisor(s): ORTEGA CHACON, DOMINGO PERCY
Issue Date: 2016
Institution: UNIVERSIDAD AUTÓNOMA DE ICA
Abstract: The objective of this research was to determine the degree of influence of the Customer Relationship Management (CRM) strategy on the customer loyalty of a company in the commercial sector of the Ica Region, 2016. The type research was applied and had a quantitative approach. It has a non-experimental design since no manipulation of the variables was carried out; cross-sectional type because the data collection was carried out at a certain time and is also explanatory since it seeks the reason for the events through the cause-effect relationship. The Kolmogorov-Smirnov goodness-of-fit test was applied to the scores obtained in the questionnaires on Customer Relationship Management strategy and on Consumer Loyalty. The results indicate that the values of the variable approximate a normal distribution, so the statistical tests used were Pearson's correlation (r = 0.804) and linear regression (p = 0.000). These results indicate that there is a very high positive correlation and confirm the influence of the Customer Relationship Management strategy on the consumer loyalty variable. Keywords: Customer Relationship Management, Consumer loyalty, digital media, processes, people.
Discipline: Administración y Finanzas
Grade or title grantor: Universidad Autonoma de Ica.Facultad de Ingeniería, Ciencias y Administración
Grade or title: MAESTRO EN ADMINISTRACIÓN CON MENCIÓN EN GESTIÓN EMPRESARIAL
Register date: 26-May-2021; 26-May-2021



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