Customer relationship management as a business strategy for the retail sector in the province of Manabí, Ecuador
DOI:
https://doi.org/10.59814/resofro.2024.4(1)138Keywords:
Marketing strategies, retail, relationship managementAbstract
In today's environment, retail companies face the challenge of operating in a competitive and globalized marketplace. Therefore, it is essential to develop strategies, plan properly and understand trends to identify business opportunities, build strong relationships and retain increasingly informed and online customers. Customer Relationship Management (CRM) is an important tool used to manage and coordinate interactions between a company and its customers. Its goal is to collect complete information about customers to better understand them and increase sales. This article focuses on the relationship between customer relationship management as a business strategy for the retail sector, taking as a reference the province of Manabí. The research was qualitative and descriptive through a literature review, based on the guidelines established by the PRISMA methodology for the selection of articles. A sample of 15 articles was taken, which complied with the selection filters established for the development of the work. The main results showed that the recent use of CRM is considered an important point in the technological development of companies today, particularly in the retail sector, because the application of this strategy helps customer loyalty. It is concluded then that the current business environment is susceptible to the application of new market strategies. These strategies will always go hand in hand with customer needs. CRM allows for the effective management of technological resources, which in turn allows for a significant differentiation from existing competitors
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