Customer Relationship Management y captación de clientes en JMA

Soluciones, San Isidro 2020

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ABSTRACT

Spearman statistic was used, where the correlationcoefficient

(0.701) of the Client Management variable was selected. of

acquisition, Marketing, Loyalt

RESUMEN

hipótesis se usó el estadístico no paramétrico Rho de Spearman

donde se indicó que el coeficiente de correlación (0,701) de la

Captación de Clientes, fue positiva alta y significativa (0,000 ˂

0,05). De este modo el estudio concluyó permitiéndonos conocer

que existe relación entre los constructos Customer Relationship

Management y Captación de clientes.

Palabras clave: Customer Relationship Management,

Captación de clientes, Marketing, Fidelización

INTRODUCTION

In the last 5 years, the economy in Latin America has had a gradual growth and during

this situation, the outbreak of COVID-19 began. Latin America has had many critical

to the economic growth of the company in difficult times and contributes to its evolution

by digitizing the way it sells its services and/or products in order to connect with

customers in the midst of social isolation (Peñafiel-Chang et al., 2020).

That is why organizations opt for the implementation of strategic tools that support the

proper management of customer relationships. JMA Soluciones is an IT consulting

company that has been operating for 2 years, located in Peru. It provides software

solutions to its customers in order to give them a new experience in managing their

business processes. In the current scenario we live in (COVID-19 pandemic), its field

allows it to develop and implement software solutions that in turn allow digitizing

business by creating a means of communication between companies and customers. It

the entity in the area of business software, thus enhancing sales, and gain a stable

relationship with customers who have already used the services in the company in

question.

In the international context, Drebes et al. (2018) proposed to support theoretical

foundations on the use of an ideal prototype where the use of CRM for innovation is

successfully employed. Exploratory research was used. It was obtained as a result that

the CRM system shown in the study applies to be able to replicate in other countries

and in turn validate the proposal detailed in the study. Finally, it was concluded that for

the fulfillment of the timely change for the organization it should be considered as a

competitive advantage to carry out CRM practices. In the national context, Rivera and

The study was supported by scientific theories which explain the value and support for

the variables that we detail on variable 1: Customer Relationship Management (CRM),

the Theory of Relationship Marketing of Kotler and Armstrong (2013) who indicate that

the relationship between customer service, quality and marketing is a key and essential

factor in the marketing of the XXI century, in turn they mention Relationship Marketing

as a series of steps to attract, recover, retain and build customer loyalty through long-

term relationships. In the conceptual approach, in order to define the CRM variable,

Garcia (2001) states that Customer Relationship Management is a tactic that applies to

the entire organization in general, since it is considered as a philosophy that all those

involved in the company must keep in mind, where the customer is the main axis,

through the connection established by constant communication, always ensuring what

Analytical CRM is responsible for analyzing data about a company's customers and

presents them in such a way that allows making better and faster business decisions,

unifying the information obtained from customers in a consolidated, ie a base, so that

according to current trends in customer behavior, also be able to project future trends

and take measures in this regard through the development of strategies, c) Collaborative

CRM, Fatouretchi (2019) emphasizes that Collaborative CRM promotes working

together and that all departments of the company are intercommunicated equally, in

order to increasingly provide a better customer experience. In other words, it is

responsible for ensuring that the company's communication with the customer is carried

out by all possible means, such as the Internet and telephony. This will depend on the

expectations are met, the customer will be satisfied. Perceived value generates positive

experiences and is seen as an advantage. On the other hand, satisfaction is the feeling of

pleasure that arises in an individual as a result of comparing the value received with the

benefit of acquiring a service or product with the previous perspectives that were

assumed. To define the variable Customer acquisition, Venkatesan (2017) was

considered, customer acquisition is to move from a potential customer status to a

(2017) indicate that customer prospecting is the organized search for potential buyers,

where the objective is to find them, establish a connection and make them real

customers. This negotiation process must be constant, not only at the beginning of the

functions in a business, but throughout the life of the company. b) Identification of

potential customers, Kotler and Keller (2016) consider that potential customers are

groups of people or entities that possess a series of characteristics to be interested in a

brand or company or other demographic quality (age, gender, etc.). In the need to

capture prospects and expand the customer portfolio, the sales team has the task of

identifying those potential for purchase. c) Customers, Mawson (2018) mentions that

the customer is any entity or person (such as companies or organizations), who makes

the voluntary decision in the acquisition of products and services as the case may be,

presented by both variables; Hernández-Sampieri and Mendoza (2018), mention that the

quantitative analysis of the information is obtained by the sample to be analyzed; this

data collection is used as a basis, to through specialized software, obtain the statistical

results of its variables. The level was descriptive correlational, because it sought to

measure the relationship between the study constructs. Hernández et al. (2014)

mentioned that the descriptive level specifies the typologies of the variables and their

properties. They also mention that the goal of correlational studies is to find how the

variables are related (and how one affects the other, taking into account the weight of

each variable); statistics are used as a tool to obtain the results of this type of study.

The method was hypothetico-deductive, because hypotheses were raised about the

Hernández et al. (2014) mentioned that research is applied when it is based on

theoretical frameworks and its purpose is to be applied to solve the problem presented.

With non-experimental and cross-sectional design; since, in non-experimental designs,

being cross-sectional, time is taken as a measurement factor in the analysis, and it is

static in nature, since the study constructs are not altered during the period of analysis.

The population was 85 clients of the company JMA Soluciones, and the sample was

population to be evaluated must be delimited, this being a group of people or items

(objects), which possess factors that allow collecting data for the study.

The instruments used to measure the variables were validated by expert judgment, the

contents and structure of the items were verified, as well as the construct and criterion

validity, to achieve the reliability of the instruments the Cronbach's alpha statistical

method was used, which gave a result for both variables (Alpha = 0.817); these

validations and reliability of the instruments were carried out on the basis of the data

obtained from the pilot test.

The technique used was the survey, as a statistical method descriptive statistics was

applied for the levels of variables, dimensions and inferential statistics for the testing of

hypotheses. If CRM is applied efficiently in the company JMA Soluciones, then customer

The research applied descriptive statistics because a survey and questionnaire were

elaborated and answered by 85 clients of the company JMA Soluciones, Peru, 2020,

where the following results were obtained:

Descriptive statistics were applied for the levels of the variables and inferential statistics

for hypothesis testing. Then we proceeded to analyze the data collected through SPSS

The following results were also obtained for the Operational CRM dimension:

It is observed that, in Table 6, the Collaborative CRM dimension, according to the

survey, the deficient level reached 18.8%, the regular level reached 40.0%, the good level

reached 11.8% and the optimum level reached 29.4% in the company JMA Soluciones,

Peru, 2020.

The following results were also obtained for the dimension Identification of potential

customers:

Table 7 shows that the dimension Identification of potential customers, according to the

survey, the poor level reached 16.5%, the fair level reached 28.2%, the good level

reached 32.9% and the optimum level reached 22.4% in the company JMA Soluciones,

Peru, 2020.

Likewise, the following results were obtained for the dimension Identification of

potential customers: