Customer relationship management para la fidelización de clientes de la empresa “Repuestos Eléctricos Kennedy 2”, ciudad de Santo Domingo

Abstract

The current study, Customer Relationship Management for Customer Loyalty, of the company "Repuestos Eléctricos Kennedy 2," Santo Domingo aimed to propose a CRM management model through strategies that allow customers and companies to build loyalty. For this reason, it is intended to determine the relationship between the CRM strategy and customer loyalty in the company "Repuestos Eléctricos Kennedy 2." A mixed approach to research was developed, both quantitative and qualitative, with a correlational research level, handling a non-experimental design of the transversal type because a single data collection was performed, a field study type was used for data collection, and a documentary was used for the unification of the bibliographic source. As a research technique, a survey was used to determine the degree of customer loyalty to the company, the survey of 26 questions yielded a high reliability of 95% of the instrument applied (Cronbach's Alpha). The results obtained from the survey showed that 52% of clients are not satisfied with the service provided by salespeople, 42% of them stated that the company does not actively communicate with its clients, 60% considered that data automation would facilitate attention to client complaints, and 41% would be willing to recommend the company to their friends and family. Finally, with Spearman's Rho correlation, it was concluded that there is a relationship between the two variables, with positively low and moderate degrees of correlation in CRM and Customer loyalty.