Analysis of the effects of the implementation of customer relationship management in screen printing and embroidery companies in the city of Tijuana, Baja California
Keywords:
Customer orientation; Knowledge management; Technology; Customer satisfaction; CRM.Abstract
Objective: to analyze the effects of the implementation of Customer Relationship Management (CRM) in screen printing and embroidery organizations in Tijuana, according to the opinion of the companies´ managers. Methodology: The quantitative survey technique was applied in 30 silk-screen printing and embroidery organizations of this locality with registration in the National Statistical Directory of Economic Units (NSDEU). Results: Through regression analysis, it was found that there is a mean correlation between the independent variables: (customer orientation, technology, knowledge management, organizational variables); with the dependent variable (CRM results). According to the opinion of the administrators the implementation of CRM brings benefits in sales, profitability of the service, satisfaction and consumer trust. Value: The research provides results on the importance of CRM to improve the delivery of value to customers and benefits to businesses. Limitations: there may be other variables that influence the competitiveness of organizations among which are the location of the establishment, infrastructure, innovative capacity, among others), which may be subject of another study. Conclusions: The correct application of CRM increases the likelihood of satisfying customer needs, attracting more service users and gaining the trust of existing customers.
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