INFLUENCIA DE LA GESTIÓN DE RELACIONES CON LOS USUARIOS Y FIDELIZACIÓN EN UNA EMPRESA DE RUBRO COMERCIAL DE LA REGIÓN ICA, 2016

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.