Factores de éxito de CRM: Un estudio exploratorio en el sector bancario español

  1. Jesus Cambra Fierro
  2. Ana Olavarría Jaraba
  3. Edgar Centeno
  4. Rosario Vázquez Carrasco
Revista:
Universia Business Review

ISSN: 1698-5117

Año de publicación: 2014

Número: 43

Páginas: 144-167

Tipo: Artículo

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Otras publicaciones en: Universia Business Review

Resumen

La gran presión competitiva exige que las empresas sean capaces de generar y entregar un nivel de valor al cliente mayor que el de los competidores. Para ello es necesario conocer perfectamente a cada cliente y ser capaces de proponerles una oferta personalizada. Así, conceptos como el Customer Relationship Management (CRM) han ganado protagonismo en la literatura empresarial. Sin embargo, muchas veces se ha utilizado este término como sinónimo de tecnología, olvidando su dimensión integral. Quizás por este motivo muchas empresas no hayan sido capaces de implementar el CRM de manera exitosa. Este estudio pretende analizar el impacto de un conjunto de factores, tecnológicos y no tecnológicos, en el éxito de CRM. Tras analizar la realidad del sector bancario español se pone de manifiesto que otros factores tales como la gestión adecuada de recursos humanos o el conocimiento específico sobre CRM son los que más inciden en el éxito del CRM. En la parte final se discuten las principales implicaciones del estudio

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Fuente de los datos: Dialnet