The Role of Customer Relationship Management (CRM) in Building Long-Term Brand Loyalty
En el documento se analiza cómo la Gestión de las Relaciones con los Clientes (CRM) puede fomentar la lealtad de los consumidores a lo largo del tiempo. En primer lugar, se proporciona una amplia revisión de la literatura que se centra en la importancia del CRM en el marketing y su impacto en la sat...
- Autores:
- Tipo de recurso:
- Fecha de publicación:
- 2023
- Institución:
- Universidad del Rosario
- Repositorio:
- Repositorio EdocUR - U. Rosario
- Idioma:
- eng
- OAI Identifier:
- oai:repository.urosario.edu.co:10336/42061
- Acceso en línea:
- https://repository.urosario.edu.co/handle/10336/42061
- Palabra clave:
- Fidelización de marca
Mercadeo
Satisfacción del cliente
Gestión de las relaciones con los clientes
Interacciones personalizadas
Brand loyalty
Marketing
Customer satisfaction
Customer relationship management
Personalized Interactions
- Rights
- License
- Attribution-NonCommercial-NoDerivatives 4.0 International
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| dc.title.none.fl_str_mv |
The Role of Customer Relationship Management (CRM) in Building Long-Term Brand Loyalty |
| dc.title.TranslatedTitle.none.fl_str_mv |
El Rol de la Gestión de las Relaciones con los Clientes (CRM) en la Fidelización a Largo Plazo de las Marcas |
| title |
The Role of Customer Relationship Management (CRM) in Building Long-Term Brand Loyalty |
| spellingShingle |
The Role of Customer Relationship Management (CRM) in Building Long-Term Brand Loyalty Fidelización de marca Mercadeo Satisfacción del cliente Gestión de las relaciones con los clientes Interacciones personalizadas Brand loyalty Marketing Customer satisfaction Customer relationship management Personalized Interactions |
| title_short |
The Role of Customer Relationship Management (CRM) in Building Long-Term Brand Loyalty |
| title_full |
The Role of Customer Relationship Management (CRM) in Building Long-Term Brand Loyalty |
| title_fullStr |
The Role of Customer Relationship Management (CRM) in Building Long-Term Brand Loyalty |
| title_full_unstemmed |
The Role of Customer Relationship Management (CRM) in Building Long-Term Brand Loyalty |
| title_sort |
The Role of Customer Relationship Management (CRM) in Building Long-Term Brand Loyalty |
| dc.contributor.advisor.none.fl_str_mv |
Camurdan, Efe |
| dc.subject.none.fl_str_mv |
Fidelización de marca Mercadeo Satisfacción del cliente Gestión de las relaciones con los clientes Interacciones personalizadas |
| topic |
Fidelización de marca Mercadeo Satisfacción del cliente Gestión de las relaciones con los clientes Interacciones personalizadas Brand loyalty Marketing Customer satisfaction Customer relationship management Personalized Interactions |
| dc.subject.keyword.none.fl_str_mv |
Brand loyalty Marketing Customer satisfaction Customer relationship management Personalized Interactions |
| description |
En el documento se analiza cómo la Gestión de las Relaciones con los Clientes (CRM) puede fomentar la lealtad de los consumidores a lo largo del tiempo. En primer lugar, se proporciona una amplia revisión de la literatura que se centra en la importancia del CRM en el marketing y su impacto en la satisfacción del cliente y la lealtad a la marca. El objetivo principal del estudio es descubrir con qué eficacia funciona el CRM para diferentes tipos de organizaciones y clientes. |
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2023 |
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2023-10-04 |
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2024-01-25T14:01:53Z |
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2024-01-25T14:01:53Z |
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bachelorThesis |
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http://purl.org/coar/resource_type/c_7a1f |
| dc.type.document.none.fl_str_mv |
Trabajo de grado |
| dc.type.spa.none.fl_str_mv |
Trabajo de grado |
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https://repository.urosario.edu.co/handle/10336/42061 |
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https://repository.urosario.edu.co/handle/10336/42061 |
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eng |
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eng |
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Attribution-NonCommercial-NoDerivatives 4.0 International |
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http://purl.org/coar/access_right/c_abf2 |
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Abierto (Texto Completo) |
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http://creativecommons.org/licenses/by-nc-nd/4.0/ |
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Attribution-NonCommercial-NoDerivatives 4.0 International Abierto (Texto Completo) http://creativecommons.org/licenses/by-nc-nd/4.0/ http://purl.org/coar/access_right/c_abf2 |
| dc.format.extent.none.fl_str_mv |
47 pp |
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application/pdf |
| dc.publisher.none.fl_str_mv |
Universidad del Rosario |
| dc.publisher.department.none.fl_str_mv |
Escuela de Administración |
| dc.publisher.program.none.fl_str_mv |
Administración de Negocios Internacionales |
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Universidad del Rosario |
| institution |
Universidad del Rosario |
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Andreani, F., Sumargo, Y., & Lie, C. J. J. m. d. k. (2012). The influence of customer relationship management (CRM) on customer loyalty in JW Marriott hotel surabaya. 14(2), 156-163. Asgarpour, R., Hamid, A. B. A., Mousavi, B., & Jamshidi, M. J. S. H. (2013). A review on customer loyalty as a main goal of customer relationship management. 64(3). Berndt, A., & Brink, A. (2004). Customer relationship management and customer service. Juta and company Ltd. Bhakane, B. J. I. J. o. M. V. (2015). Effect of customer relationship management on customer satisfaction and loyalty. 6, 01-07. Binsar Kristian P, F. A., Panjaitan, H. J. I. j. o. e., & education, r. i. (2014). Analysis of Customer Loyalty through Total Quality Service, Customer Relationship Management and Customer Satisfaction. 3(3), 142-151. Chen, I. J., & Popovich, K. J. B. p. m. j. (2003). Understanding customer relationship management (CRM): People, process and technology. 9(5), 672-688. Chen, J.-S., & Ching, R. K. (2007). The effects of mobile customer relationship management on customer loyalty: brand image does matter. 2007 40th Annual Hawaii International Conference on System Sciences (HICSS'07), Dowling, G. J. C. m. r. (2002). Customer relationship management: in B2C markets, often less is more. 44(3), 87-104. Elena, C. A. J. P. E., & Finance. (2016). Social media–a strategy in developing customer relationship management. 39, 785-790. Eskafi, M., hossein hosseini, S., & Mohammadzadeh Yazd, A. J. B. P. M. J. (2013). The value of telecom subscribers and customer relationship management. 19(4), 737-748. Geib, M., Reichold, A., Kolbe, L., & Brenner, W. (2005). Architecture for customer relationship management approaches in financial services. Proceedings of the 38th Annual Hawaii International Conference on System Sciences, Gupta, G., Aggarwal, H. J. I. J. o. M. L., & Computing. (2012). Improving customer relationship management using data mining. 2(6), 874. Hardjono, B., & San, L. P. J. J. (2017). Customer relationship management implementation and its implication to customer loyalty in hospitality industry. 8(1), 92-107. Iriqat, R. A., & Daqar, M. J. I. B. R. (2017). The Impact of customer relationship management on long-term customers’ loyalty in the Palestinian banking industry. 10(11), 139. Javed, F., Cheema, S. J. T. J. o. I. B., & Commerce. (2017). Customer satisfaction and customer perceived value and its impact on customer loyalty: the mediational role of customer relationship management. 1-14. Juanamasta, I. G., Wati, N. M. N., Hendrawati, E., Wahyuni, W., Pramudianti, M., Wisnujati, N. S., . . . Research, T. (2019). The role of customer service through customer relationship management (Crm) to increase customer loyalty and good image. 8(10), 2004-2007. Karadeniz, M., Cdr, N. J. J. o. N. S., & Engineering. (2010). The relationship marketing approach and strategies in retailing management to constitute customer and brand loyalty. 6(1), 15- 26. Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. J. J. o. R. M. (2022). The impact of customer relationship management and company reputation on customer loyalty: The mediating role of customer satisfaction. 21(1), 1-26. Lam, A. Y., Cheung, R., & Lau, M. M. J. C. m. r. (2013). The influence of internet-based customer relationship management on customer loyalty. 9(4). Lubis, A., Dalimunthe, R., Absah, Y., & Fawzeea, B. K. J. L., A. (2020). The influence of customer relationship management (CRM) indicators on customer loyalty of sharia based banking system. 84-92. Noor, N. A. M. J. I. J. o. E. C. S. (2013). Trust and commitment: do they influence e-customer relationship performance? , 3(2), 281-296. Nyadzayo, M. W., Khajehzadeh, S. J. J. o. r., & services, c. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. 30, 262-270. Parvatiyar, A., Sheth, J. N. J. J. o. E., & Research, S. (2001). Customer relationship management: Emerging practice, process, and discipline. 3(2). Rahimi, R., Kozak, M. J. J. o. t., & marketing, t. (2017). Impact of customer relationship management on customer satisfaction: The case of a budget hotel chain. 34(1), 40-51. Ramaj, A., & Ismaili, R. J. A. J. o. I. S. (2015). Customer relationship management, customer satisfaction and loyalty. 4(3 S1), 594. Roberts-Lombard, M. J. A. j. o. b. m. (2011). Customer retention through customer relationship management: The exploration of two-way communication and conflict handling. 5(9), 3487. Salami, M. P. J. I. J. o. O. I. (2009). Impact of customer relationship management (CRM) in the Iran banking sector. 2(1), 225. Shaon, S. K. I., & Rahman, H. J. C. E. B. R. (2015). A theoretical review of CRM effects on customer satisfaction and loyalty. 4(1), 23. Verhoef, P. C., & Langerak, F. J. B. S. R. (2002). Eleven misconceptions about customer relationship management. 13(4), 70-76. Wahab, S. J. I. M., & Review, B. (2010). The Evolution of relationship marketing (RM) towards customer relationship management (CRM): A step towards company sustainability. 1(2), 88-96. Wang, Y., Po Lo, H., Chi, R., & Yang, Y. J. M. s. q. A. i. j. (2004). An integrated framework for customer value and customer‐relationship‐management performance: a customer‐based perspective from China. 14(2/3), 169-182. Winer, R. S. J. C. m. r. (2001). A framework for customer relationship management. 43(4), 89- 105. Winer, R. S. J. H. S. o. B. (2001). Customer relationship management: a framework, research directions, and the future. Xiong, Y., & Liu, H. (2011). Research on Customer Relation Management in e-Commerce Environment. 2011 International Conference on Management and Service Science, Yu, Y. (2014). Customer Relationship Management and Online Customer’s Brand Loyalty. 2014 International Conference on Global Economy, Commerce and Service Science (GECSS- 14), |
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Camurdan, Efeb4eb8a90-413b-417d-a70f-880748554bb6-1Rodríguez Moncayo, María AlejandraAdministrador de Negocios InternacionalesPregradoFull timec2372974-2893-48d8-97d7-082d7e23bed4-12024-01-25T14:01:53Z2024-01-25T14:01:53Z2023-10-04En el documento se analiza cómo la Gestión de las Relaciones con los Clientes (CRM) puede fomentar la lealtad de los consumidores a lo largo del tiempo. En primer lugar, se proporciona una amplia revisión de la literatura que se centra en la importancia del CRM en el marketing y su impacto en la satisfacción del cliente y la lealtad a la marca. El objetivo principal del estudio es descubrir con qué eficacia funciona el CRM para diferentes tipos de organizaciones y clientes.The paper discusses how Customer Relationship Management (CRM) can foster consumer loyalty over time. First, a comprehensive literature review is provided that focuses on the importance of CRM in marketing and its impact on customer satisfaction and brand loyalty. The main objective of the study is to discover how effectively CRM works for different types of organizations and customers.47 ppapplication/pdfhttps://repository.urosario.edu.co/handle/10336/42061engUniversidad del RosarioEscuela de AdministraciónAdministración de Negocios InternacionalesAttribution-NonCommercial-NoDerivatives 4.0 InternationalAbierto (Texto Completo)EL AUTOR, manifiesta que la obra objeto de la presente autorización es original y la realizó sin violar o usurpar derechos de autor de terceros, por lo tanto la obra es de exclusiva autoría y tiene la titularidad sobre la misma. PARGRAFO: En caso de presentarse cualquier reclamación o acción por parte de un tercero en cuanto a los derechos de autor sobre la obra en cuestión, EL AUTOR, asumirá toda la responsabilidad, y saldrá en defensa de los derechos aquí autorizados; para todos los efectos la universidad actúa como un tercero de buena fe. EL AUTOR, autoriza a LA UNIVERSIDAD DEL ROSARIO, para que en los términos establecidos en la Ley 23 de 1982, Ley 44 de 1993, Decisión andina 351 de 1993, Decreto 460 de 1995 y demás normas generales sobre la materia, utilice y use la obra objeto de la presente autorización. -------------------------------------- POLITICA DE TRATAMIENTO DE DATOS PERSONALES. Declaro que autorizo previa y de forma informada el tratamiento de mis datos personales por parte de LA UNIVERSIDAD DEL ROSARIO para fines académicos y en aplicación de convenios con terceros o servicios conexos con actividades propias de la academia, con estricto cumplimiento de los principios de ley. Para el correcto ejercicio de mi derecho de habeas data cuento con la cuenta de correo habeasdata@urosario.edu.co, donde previa identificación podré solicitar la consulta, corrección y supresión de mis datos.http://creativecommons.org/licenses/by-nc-nd/4.0/http://purl.org/coar/access_right/c_abf2Andreani, F., Sumargo, Y., & Lie, C. J. J. m. d. k. (2012). The influence of customer relationship management (CRM) on customer loyalty in JW Marriott hotel surabaya. 14(2), 156-163.Asgarpour, R., Hamid, A. B. A., Mousavi, B., & Jamshidi, M. J. S. H. (2013). A review on customer loyalty as a main goal of customer relationship management. 64(3).Berndt, A., & Brink, A. (2004). Customer relationship management and customer service. Juta and company Ltd.Bhakane, B. J. I. J. o. M. V. (2015). Effect of customer relationship management on customer satisfaction and loyalty. 6, 01-07.Binsar Kristian P, F. A., Panjaitan, H. J. I. j. o. e., & education, r. i. (2014). Analysis of Customer Loyalty through Total Quality Service, Customer Relationship Management and Customer Satisfaction. 3(3), 142-151.Chen, I. J., & Popovich, K. J. B. p. m. j. (2003). Understanding customer relationship management (CRM): People, process and technology. 9(5), 672-688.Chen, J.-S., & Ching, R. K. (2007). The effects of mobile customer relationship management on customer loyalty: brand image does matter. 2007 40th Annual Hawaii International Conference on System Sciences (HICSS'07),Dowling, G. J. C. m. r. (2002). Customer relationship management: in B2C markets, often less is more. 44(3), 87-104.Elena, C. A. J. P. E., & Finance. (2016). Social media–a strategy in developing customer relationship management. 39, 785-790.Eskafi, M., hossein hosseini, S., & Mohammadzadeh Yazd, A. J. B. P. M. J. (2013). The value of telecom subscribers and customer relationship management. 19(4), 737-748.Geib, M., Reichold, A., Kolbe, L., & Brenner, W. (2005). Architecture for customer relationship management approaches in financial services. Proceedings of the 38th Annual Hawaii International Conference on System Sciences,Gupta, G., Aggarwal, H. J. I. J. o. M. L., & Computing. (2012). Improving customer relationship management using data mining. 2(6), 874.Hardjono, B., & San, L. P. J. J. (2017). Customer relationship management implementation and its implication to customer loyalty in hospitality industry. 8(1), 92-107.Iriqat, R. A., & Daqar, M. J. I. B. R. (2017). The Impact of customer relationship management on long-term customers’ loyalty in the Palestinian banking industry. 10(11), 139.Javed, F., Cheema, S. J. T. J. o. I. B., & Commerce. (2017). Customer satisfaction and customer perceived value and its impact on customer loyalty: the mediational role of customer relationship management. 1-14.Juanamasta, I. G., Wati, N. M. N., Hendrawati, E., Wahyuni, W., Pramudianti, M., Wisnujati, N. S., . . . Research, T. (2019). The role of customer service through customer relationship management (Crm) to increase customer loyalty and good image. 8(10), 2004-2007.Karadeniz, M., Cdr, N. J. J. o. N. S., & Engineering. (2010). The relationship marketing approach and strategies in retailing management to constitute customer and brand loyalty. 6(1), 15- 26.Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. J. J. o. R. M. (2022). The impact of customer relationship management and company reputation on customer loyalty: The mediating role of customer satisfaction. 21(1), 1-26.Lam, A. Y., Cheung, R., & Lau, M. M. J. C. m. r. (2013). The influence of internet-based customer relationship management on customer loyalty. 9(4).Lubis, A., Dalimunthe, R., Absah, Y., & Fawzeea, B. K. J. L., A. (2020). The influence of customer relationship management (CRM) indicators on customer loyalty of sharia based banking system. 84-92.Noor, N. A. M. J. I. J. o. E. C. S. (2013). Trust and commitment: do they influence e-customer relationship performance? , 3(2), 281-296.Nyadzayo, M. W., Khajehzadeh, S. J. J. o. r., & services, c. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. 30, 262-270.Parvatiyar, A., Sheth, J. N. J. J. o. E., & Research, S. (2001). Customer relationship management: Emerging practice, process, and discipline. 3(2).Rahimi, R., Kozak, M. J. J. o. t., & marketing, t. (2017). Impact of customer relationship management on customer satisfaction: The case of a budget hotel chain. 34(1), 40-51.Ramaj, A., & Ismaili, R. J. A. J. o. I. S. (2015). Customer relationship management, customer satisfaction and loyalty. 4(3 S1), 594.Roberts-Lombard, M. J. A. j. o. b. m. (2011). Customer retention through customer relationship management: The exploration of two-way communication and conflict handling. 5(9), 3487.Salami, M. P. J. I. J. o. O. I. (2009). Impact of customer relationship management (CRM) in the Iran banking sector. 2(1), 225.Shaon, S. K. I., & Rahman, H. J. C. E. B. R. (2015). A theoretical review of CRM effects on customer satisfaction and loyalty. 4(1), 23.Verhoef, P. C., & Langerak, F. J. B. S. R. (2002). Eleven misconceptions about customer relationship management. 13(4), 70-76.Wahab, S. J. I. M., & Review, B. (2010). The Evolution of relationship marketing (RM) towards customer relationship management (CRM): A step towards company sustainability. 1(2), 88-96.Wang, Y., Po Lo, H., Chi, R., & Yang, Y. J. M. s. q. A. i. j. (2004). An integrated framework for customer value and customer‐relationship‐management performance: a customer‐based perspective from China. 14(2/3), 169-182.Winer, R. S. J. C. m. r. (2001). A framework for customer relationship management. 43(4), 89- 105.Winer, R. S. J. H. S. o. B. (2001). Customer relationship management: a framework, research directions, and the future.Xiong, Y., & Liu, H. (2011). Research on Customer Relation Management in e-Commerce Environment. 2011 International Conference on Management and Service Science,Yu, Y. (2014). 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