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Repositorio Institucional Continental


Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.12394/10304
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dc.contributor.authorOré-Calixto, Sofíaes_ES
dc.contributor.authorVicente-Ramos, Wagneres_ES
dc.date.accessioned2021-11-16T02:50:48Z-
dc.date.available2021-11-16T02:50:48Z-
dc.date.issued2021-
dc.identifier.citationOré, S., Vicente, W. (2021). The effect of digital marketing on customer relationship management in the education sector: Peruvian case. Uncertain Supply Chain Management, 9(1), 549-557. http://dx.doi.org/10.5267/j.uscm.2021.6.007es_ES
dc.identifier.urihttps://hdl.handle.net/20.500.12394/10304-
dc.description.abstractThe 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.es_ES
dc.format.extentp. 549-557es_ES
dc.language.isoenges_ES
dc.publisherUniversidad Continentales_ES
dc.relationhttp://www.growingscience.com/uscm/Vol9/uscm_2021_54.pdfes_ES
dc.rightsinfo:eu-repo/semantics/openAccesses_ES
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/es_ES
dc.subjectMarketing digitales_ES
dc.subjectModelo de ecuacioneses_ES
dc.titleThe effect of digital marketing on customer relationship management in the education sector: Peruvian casees_ES
dc.typeinfo:eu-repo/semantics/articlees_ES
dc.rights.licenseAttribution 4.0 International (CC BY 4.0)es_ES
dc.rights.accessRightsAcceso abiertoes_ES
dc.identifier.journalUncertain Supply Chain Managementes_ES
dc.identifier.doihttp://dx.doi.org/10.5267/j.uscm.2021.6.007es_ES
dc.subject.ocdehttp://purl.org/pe-repo/ocde/ford#1.02.02es_ES
dc.type.versioninfo:eu-repo/semantics/publishedVersiones_ES
Appears in Collections:Artículos Científicos

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