Factores de éxito de una estrategia CRM

Programa de Doctorado en Administración y Dirección de EmpresasLínea de Investigación: Gestión del Conocimiento, Innovación y EmprendimientoClave Programa: DAECódigo Línea: 3El marketing de relaciones es uno de los grandes paradigmas estudiados durante las últimas décadas, tanto en el campo académico como empresarial. Aspectos como la intensa competencia, la globalización de los mercados y el desarrollo de la tecnología hacen que siga siendo necesario adaptar los principios relacionales y profundizar en diversas cuestiones que permitan lograr su implementación de forma exitosa. El propósito de este trabajo se centra en estudiar determinados aspectos que influyen en lograr el éxito de una estrategia relacional en el contexto competitivo actual. Para ello, inicialmente se toma como referencia el concepto de CRM, entendido no como tecnología, sino como una herramienta estratégica centrada en establecer, mantener y mejorar relaciones rentables a largo plazo con los principales clientes de la empresa. Además, se utilizan otros conceptos como calidad de la relación y propensión del cliente a mantener la relación. Todo ello contribuye a entender mejor esa orientación a largo plazo de la relación empresa-clientes, así como sus implicaciones para la gestión. El estudio se realiza desde una doble vertiente, empresa y consumidores, para poder tener una visión global basada en las percepciones de las dos partes implicadas en la relación. De esta manera podemos observar cómo puede lograrse la satisfacción del cliente, a la vez que la empresa mantiene en el tiempo una relación rentable. Para lograr este objetivo la tesis se estructura en cinco capítulos: El primer capítulo justifica el interés y oportunidad de la investigación, y presenta la estructura de la misma. El capítulo 2 se centra en analizar cuáles son los factores que, desde el punto de vista de los gerentes de las empresas, contribuyen a lograr el éxito del CRM en términos de lealtad, satisfacción e interés del cliente en la empresa. El capítulo 3 analiza, desde el punto de vista del consumidor, la influencia que la aplicación de una estrategia relacional tiene en su propensión a mantener la relación con la empresa a través de su percepción de la calidad de dicha relación. En el capítulo 4 se realiza un análisis cross-cultural para estudiar la existencia de posibles influencias culturales en la propensión del cliente a mantener la relación estudiada en el capítulo anterior. Finalmente, el Capítulo 5 presenta las principales conclusiones, implicaciones y propuestas de investigación para el futuro.Universidad Pablo de Olavide de Sevilla. Departamento de Organización de Empresas y MarketingPostprin

Relevance of salespeople profiles: an analysis in an emerging economy

Purpose: The purpose of this paper is to analyze the impact of the salespeople profile (i.e., effort, commitment and creativity) – and its degree of market orientation (MO) – on the success of new product launch and sales outcomes. An emerging economy context is taken as a reference. Design/methodology/approach: A structural equations model is proposed. The data are based on a sample of retail sector sales managers in Peru. Findings: The results indicate that salespeople effort, creativity and degree of MO influence overall sales performance. Salespeople commitment, however, does not have a significant impact. These antecedents are helpful when attempting to understand both the potential success of a new product and sales outcomes. Originality/value: There is no evidence to date of studies that simultaneously assess the impact of seller profiles and degree of MO on new product launch success and sales outcomes. This paper breaks new ground in analyzing this phenomenon in the context of an emerging economy. The findings are of general interest both for sales force management and for companies interested in familiarizing themselves with the peculiarities of emerging economies and the potential need to adapt policies to these specific realities

How does customer perception of salespeople influence the relationship? A study in an emerging economy

Sales and sales force management is a complex activity that largely determines a company's commercial success. Customer perception of the salespeople in terms of expertise, trust, interaction, and risk can drive the establishment of long-lasting ties, making customer portfolio management profitable in the long-term. Yet to date, while much work has been done on company-customer relational issues, very few studies have taken customer perception of salespeople as their reference. Moreover, most existing studies have taken western countries and developed economies as their reference of analysis. The present study, in contrast, provides an analysis of an emerging economy context, Peru. Using a sample of more than 400 consumers and structural equations analysis, this article presents a model based on the Social Exchange Theory. The final part of the study presents the theoretical discussion together with key implications and recommendations for management

Sustainability and Branding in Retail: A Model of Chain of Effects

The main objective of this study is to analyse the impact of sustainable practices on companies’ corporate reputation and brand image in the retail sector as perceived by consumers. In addition, we evaluate how those practices affect consumers’ perceived satisfaction levels and their predisposition to engage in positive Word of Mouth (WOM). For the purpose of this study, the context of an emerging economy, Peru, is taken as reference. To do this, we propose a structural equation model based on a representative sample of 403 consumers. The data analysis—using the PLS software package—confirms that corporate social responsibility (CSR) positively influences both corporate reputation and brand image. These two factors jointly have an impact on consumers’ perceived satisfaction levels, which in turn help to explain the flow of positive WOM. This work is a pioneering study of the relationship between the aforementioned factors in the context of emerging economies. The final part of the article discusses the main theoretical implications and recommendations for business practice

Sustainability and branding in retail: a model of chain of effects

The main objective of this study is to analyse the impact of sustainable practices on companies' corporate reputation and brand image in the retail sector as perceived by consumers. In addition, we evaluate how those practices affect consumers' perceived satisfaction levels and their predisposition to engage in positiveWord of Mouth (WOM). For the purpose of this study, the context of an emerging economy, Peru, is taken as reference. To do this, we propose a structural equation model based on a representative sample of 403 consumers. The data analysis-using the PLS software package-confirms that corporate social responsibility (CSR) positively influences both corporate reputation and brand image. These two factors jointly have an impact on consumers' perceived satisfaction levels, which in turn help to explain the flow of positive WOM. This work is a pioneering study of the relationship between the aforementioned factors in the context of emerging economies. The final part of the article discusses the main theoretical implications and recommendations for business practice

info:eu-repo/semantics/article

The onslaught of the COVID-19 pandemic has had a critical impact on the travel and tourism sector. Tourist destinations in developing countries are even more susceptible to negative trends of this sort due to the importance of tourism in emerging economies and the peculiarities of their infrastructures and healthcare systems. In such a context, the research develops a Partial Least Square (PLS) path modeling to analyze the impact of destination image and perceived health safety on perceived destination quality. We also assess the extent to which perceived quality impacts degree of destination loyalty and customer engagement. Results are based on a sample of 250 travelers visiting Lima during December 2020-January 2021