Commercial customer relational management: an integrated customer value assessment framework for the province of Tungurahua
DOI:
https://doi.org/10.35290/re.v4n1.2023.672Keywords:
economic relations, economic valuation, perception of satisfaction, visualizationAbstract
Customer value is a strategic weapon to attract and retain customers, since it has become one of the most significant factors for business success. The objective of the research is to evaluate the performance of the CRM through the client's behavior model for the definition of its relationship quality in the textile industry of Tungurahua. The quantitative method allowed to evaluate the perception of the clients of the 2 textile fashion companies. A stratified sample was used in 320 clients and the edges evaluated were value for the client and CRM performance based on their behavior. The results revealed that all dimensions of customer value have a significant effect on customer satisfaction. However, he highlighted the emotional value by establishing a turnover coefficient of 95%. It was concluded that managers must strike a balance between different measures of customer relationship performance if they hope to improve behavior-based CRM performance.
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