scholarly journals The effect of digital marketing on the management of relationships with university students in times of Covid-19

2022 ◽  
Vol 6 (1) ◽  
pp. 59-66 ◽  
Author(s):  
Wagner Vicente-Ramos ◽  
Luz Mirella Cano-Torres
Keyword(s):  
University Students ◽  
Digital Media ◽  
Customer Relationship Management ◽  
Significant Influence ◽  
Relationship Management ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Digital Marketing ◽  
The Impact ◽  
The City

The present study's main objective was to analyze and determine the impact of digital marketing on the management of relationships with university students in times of Covid-19. The study was conducted from a quantitative approach, with a non-experimental transactional correlational transactional research design. A questionnaire was applied to 400 students aged 18 to 37 years belonging to the Continental University of the city of Huancayo in Peru. The analysis of the results was developed through a data structure and tabulation model with the SmartPLS3 program and it was obtained that Content Marketing has a significant influence on the operational management of customer relationships (p<0.05), as well as on the analytical and collaborative management of customer relationships. As for Social Media Marketing, it was identified that it has a significant influence on operational customer relationship management (p<0.05), as well as on analytical and collaborative customer relationship management, due to the fact that the digital media used by Continental University are attractive to parents and families. It is concluded that Digital Marketing has a great impact on the management of relationships with students of the Continental University in the city of Huancayo in Peru.

scholarly journals The effect of digital marketing on customer relationship management in the education sector: Peruvian case

2021 ◽  
Vol 9 (3) ◽  
pp. 549-554 ◽  
Author(s):  
Sofía Oré-Calixto ◽  
Wagner Vicente-Ramos
Keyword(s):  
Customer Relationship Management ◽  
Significant Influence ◽  
Educational Institution ◽  
Relationship Management ◽  
Structural Equations ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Digital Marketing ◽  
Operational Management ◽  
The Impact

The objective of the research was to determine the impact of Digital Marketing on customer relationship management (CRM) in an educational institution in central Peru. The study was carried out from the quantitative approach, with a non-experimental correlational transactional research design. A questionnaire was applied to 228 parents between the ages of 30 and 50 who belong to an educational institution in the city of Concepción in Peru. Using the structural equations model, it was found that Content Marketing has a significant influence on the operational management of customer relationships (p <0.05), as well as on the analytical management of customer relationships (p <0.05). Regarding the Marketing of social networks, it was identified that it has a significant influence on the operational management of customer relationships (p <0.05), as well as on the analytical management of customer relationships (p <0, 05), because the media used by educational institutions are attractive to parents. It is concluded that Digital Marketing has a great impact on customer relationship management (CRM) in the educational sector of a city in central Peru.

scholarly journals THE IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT COMPONENT ON GUEST LOYALTY TOWARD STARRED HOTEL IN YOGYAKARTA

2020 ◽  
Vol 4 (1) ◽  
pp. 37
Author(s):  
Dasril Indra ◽  
Ersy Ervina
Keyword(s):  
Data Collection ◽  
Customer Relationship Management ◽  
Survey Methods ◽  
Relationship Management ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Service Programs ◽  
The Impact ◽  
The City ◽  
Guest Loyalty

Purpose: This study aims to identify the overview of customer relationship management, analyze the level of hotel guest loyalty, and analyze the effect of customer relationship management consisting of services for the long term, individual service programs and partner relationships to the loyalty of hotel residents both simultaneously and partially. Research methods: This research was conducted in a descriptive and verification manner, while the research method used was a descriptive survey and explanatory survey methods, using samples through probability sampling techniques. Data collection used was interviews using a questionnaire accompanied by observation techniques. Data collection in the field was carried out in 2019. Data analysis used Path Analysis. Results and discussions: The results of this study indicate that; indicators of customer relationship management, and customer loyalty in four-star hotels in Yogyakarta City are generally rated well by customers, which means that four-star hotels in the City of Yogyakarta can raise good customer relationships and can provide high value and loyalty to their customer. Conclusion: Customer relationship management both simultaneously and partially affects the loyalty of four-star hotel customers in the city of Yogyakarta.

The impact of customer knowledge and customer relationship management on service quality

2014 ◽  
Vol 6 (1) ◽  
pp. 77-96 ◽  
Author(s):  
Shu-Mei Tseng ◽  
Pin-Hong Wu
Keyword(s):  
Service Quality ◽  
Customer Relationship Management ◽  
Management Practices ◽  
Relationship Management ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Future Research ◽  
Customer Knowledge ◽  
Content Type ◽  
The Impact

Purpose – Enterprises realize that customers are their most important asset and recognize that a high level of customer satisfaction can only be achieved by enhancing service quality. Thus, how enterprises acquire customer knowledge by which to initiate and maintain customer relationships, as well as to enhance service quality has become an important issue. The paper aims to discuss these issues. Design/methodology/approach – This study uses a questionnaire and statistical analytical techniques to explore the impact of customer knowledge and customer relationship management (CRM) on service quality. Findings – The results indicated that customer knowledge has a positive influence on service quality and CRM is the partial intervening variable between customer knowledge and service quality. That is, customer knowledge enhances the CRM, while CRM, in turn, increases service quality and provides competitive advantages. Research limitations/implications – This research explored the impact of customer knowledge and CRM on service quality based on the company's perception and there was no validation on the customers' perception of the company. Therefore, it is suggested that future research should involve company staff, current customers, and latent customers to strengthen the triangulation. Practical implications – The results found that customer knowledge is indeed an important source of competitive advantage. Hence, enterprises should acquire valuable customer knowledge in order to enhance the relationship with customers, as well as enhance their service quality. Originality/value – There is still little related literature investigating the relationships amongst customer knowledge, CRM, and service quality. Hence, this study applies questionnaire methods as the main research tools in order to conduct an in-depth investigation into the influence of customer knowledge and CRM on service quality. Furthermore, this research is expected to provide enterprises with valuable suggestions for management practices.

scholarly journals The Impact of Customer Relationship Management (CRM) Technology on  Business-to-Business Customer Relationships

2021 ◽  
Author(s):  
◽  
James Edward Richard
Keyword(s):  
Technology Adoption ◽  
Conceptual Model ◽  
Customer Relationship Management ◽  
Relationship Management ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Relationship Model ◽  
Relationship Performance ◽  
The Impact ◽  
Depth Interviews

<p>Recent academic and practitioner studies suggest that Customer Relationship Management (CRM) provides improved business opportunity, yet has received mixed performance reviews in the extant literature. This research explored the relationship between CRM technology adoption, market orientation and relationship marketing, and the subsequent impact on business relationships and relationship performance. A conceptual model was developed based on the literature and information obtained through one-to-one in-depth interviews. The model incorporated key relationship constructs; trust, commitment and communications quality, and investigated the impact of CRM technology adoption on these constructs and relationship performance. In addition the firm's market and technology orientation was considered as critical antecedents to the adoption of CRM technology. The research incorporated a two-phased, cross-sectional design. The first research phase was exploratory, utilising one-on-one in-depth interviews with key informants. The objective was to explore the conceptualised CRM technology adoption - customer relationship model for robustness and realism. These findings were used to refine the CRM technology adoption - customer relationship model and the measurement instrument before proceeding with the explanatory phase of the study. The explanatory phase of the research consisted of an instrument development stage - creating, testing and finalising the research instrument, followed by a quantitative study of medium and large business in the manufacturing, services and wholesale industries in New Zealand. The objective of this stage of the research was to test and validate the CRM technology adoption - customer relationship model and measurement instruments. Measures of CRM technology adoption were collected from the supplier firms, while measures of relationship strength and relationship performance were collected separately from the customer perspective. The benefits for practitioners include methods to improved relationship and business performance from CRM technology implementation. The key benefit for academia is the development of a conceptual model linking CRM technology to RM, and providing insights into the synergies available from technology.</p>

scholarly journals The Impact of Customer Relationship Management (CRM) Technology on  Business-to-Business Customer Relationships

2021 ◽  
Author(s):  
◽  
James Edward Richard
Keyword(s):  
Technology Adoption ◽  
Conceptual Model ◽  
Customer Relationship Management ◽  
Relationship Management ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Relationship Model ◽  
Relationship Performance ◽  
The Impact ◽  
Depth Interviews

<p>Recent academic and practitioner studies suggest that Customer Relationship Management (CRM) provides improved business opportunity, yet has received mixed performance reviews in the extant literature. This research explored the relationship between CRM technology adoption, market orientation and relationship marketing, and the subsequent impact on business relationships and relationship performance. A conceptual model was developed based on the literature and information obtained through one-to-one in-depth interviews. The model incorporated key relationship constructs; trust, commitment and communications quality, and investigated the impact of CRM technology adoption on these constructs and relationship performance. In addition the firm's market and technology orientation was considered as critical antecedents to the adoption of CRM technology. The research incorporated a two-phased, cross-sectional design. The first research phase was exploratory, utilising one-on-one in-depth interviews with key informants. The objective was to explore the conceptualised CRM technology adoption - customer relationship model for robustness and realism. These findings were used to refine the CRM technology adoption - customer relationship model and the measurement instrument before proceeding with the explanatory phase of the study. The explanatory phase of the research consisted of an instrument development stage - creating, testing and finalising the research instrument, followed by a quantitative study of medium and large business in the manufacturing, services and wholesale industries in New Zealand. The objective of this stage of the research was to test and validate the CRM technology adoption - customer relationship model and measurement instruments. Measures of CRM technology adoption were collected from the supplier firms, while measures of relationship strength and relationship performance were collected separately from the customer perspective. The benefits for practitioners include methods to improved relationship and business performance from CRM technology implementation. The key benefit for academia is the development of a conceptual model linking CRM technology to RM, and providing insights into the synergies available from technology.</p>

scholarly journals Impact of customer relationship management on customer satisfaction in hoteling industry

2014 ◽  
Vol 2 (2) ◽  
pp. 8-12
Author(s):  
Sanaullah Nazir ◽  
Sheraz Khan ◽  
Raja Ahmed Jamil ◽  
Qazi Shujaat Mehmood
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Customer Relationship Management ◽  
Positive Impact ◽  
Relationship Management ◽  
Success For All ◽  
Customer Relationship ◽  
Management Service ◽  
Access To Services ◽  
The Impact

Customer satisfaction is an imperative element of the success for all businesses. One of the biggest challenges of a marketer is how to satisfy and retain the customers. The purpose of this study is to find the impact of customer relationship management on customer satisfaction.  A total of 130 participants was selected through purposive sampling from the different hotels of Islamabad city. Data was collected from the participants by using standardized questionnaires. Results revealed that there is a significant positive impact of different elements of customer relationship management (service quality, access to services and service features) on customer satisfaction and businesses cannot succeed without focusing on customer relationship management in this era.

scholarly journals Pengaruh Harga, Kualitas Pelayanan, dan Costumer Relationship Management Terhadap Keputusan Pembelian Pada Asuransi Astra (Garda OTO)

2021 ◽  
Vol 4 (2) ◽  
pp. 673-679
Author(s):  
Dhita Adriani Rangkuti ◽  
Mey Monita Lestari Manalu ◽  
Sartika Nanda Lestari ◽  
Brian Robuli ◽  
Irfan Boy Samosir
Keyword(s):  
Service Quality ◽  
Hypothesis Testing ◽  
Customer Relationship Management ◽  
Significant Influence ◽  
Relationship Management ◽  
Customer Relationship ◽  
Primary Data ◽  
Test Results ◽  
Purchasing Decisions ◽  
F Test

The purpose of this study was to determine and analyze the effect oprice, service quality, and customer relationship management on the purchase decision of Asuransi Astra Garda OtoMedan, JL.ImanBonjol. The data used are primary data obtained from the answer of 85 respondents by accidental sampling method. Data collection techniques used in this study used a questionnaire and interview technique. Data analysis techniquesin the study used linear regression, classic assumption  tests, hypothesis testing (t test and f test) and the coefficiecnt of determination. Hypothesis testing results indicate that partially (t) obtained value for t count price of 2,833 > t table 1,658 and sig value obtained 0,005<0,05 which means that price has a positive and significant influence on purchasing decisions in using Astra Insurance services (Garda Oto). Partially obtained value for service quality tcount 5.152 >ttable 1.658 and sig value obtained 0.000 <0.05 which means that service quality has a positive and significant influence on purchasing decisions in using Astra Insurance (Garda Oto) services, partially obtained value for customer relationship management t count 8.878 > 1.658 t table and the sig value obtained is 0.000 <0.05 which means that customer relationship management has a positive and significant influence on purchasing decisions in using Astra Insurance (Garda Oto) services, for the F test results obtained calculated F value = 77.769 > f table (2.69), and a significance probability of 0.000 <0.05, meaning that simultaneously prices, service quality and customer relationship management have a positive and significant effect on purchasing decisions in using Astra Insurance Services (Garda Oto). Keywords: Price, Service Quality, and Customer Relationship Management.

scholarly journals The Implementation of Customer Relationship Management (CRM) Supported by SMS Gateway Technology

2019 ◽  
Vol 16 (1) ◽  
pp. 45
Author(s):  
Komang Redy Winatha
Keyword(s):  
Customer Relationship Management ◽  
Service Management ◽  
Environmental Changes ◽  
Relationship Management ◽  
Customer Relationships ◽  
Customer Relationship ◽  
Web Based ◽  
Customer Data ◽  
Gateway Technology ◽  
Web Based System

Responding to the higher restaurant industry competition, the Mailaku Roemah Nongkrong restaurant was not too flexible in facing an environmental changes. It was still using manual technology while there was an advancing technological developments. It was still applying the internal resources for business development. One way to overcome this problem is by utilizing technology and the concept of customer relationship management (CRM). CRM is a marketing strategy to create and maintain customer relationships and reduce the possibility of customers moving to other competitors. This study presented the development and implementation of CRM in a web-based system that was supported by sms gateway technology. The research methodology that will be used in this study consists of some steps, such as library study, observation, interviews, and system development which was divided into analysis, design, coding, and testing. The result was a web-based system was able to manage customer data, product promotion, and customer service management to create good relationships with customers. This system can be as an alternative for restaurants and customers in establishing practical business communication.

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