Social Customer Relationship Management, an emerging strategy for customer loyalty

Descripción del Articulo

In the digital age, the key to business success lies in effective customer relationship management. Social Customer Relationship Management (SCRM) is emerging as a disruptive strategy by integrating the dynamics of social media into customer relationship management (CRM). This study seeks to determi...

Descripción completa

Detalles Bibliográficos
Autores: Dominguez-Espiritu, Reveca N., Rosas-Tacuchi, Melissa M., Beraún-Quiñonez, Lida D., Oliveros-Davila, Juvenal A., Rasmuzzen-Santamaria, Rocio V., García-Beraún, Heydi S.
Formato: artículo
Fecha de Publicación:2025
Institución:Universidad Nacional Hermilio Valdizan
Repositorio:Revistas - Universidad Nacional Hermilio Valdizán
Lenguaje:español
OAI Identifier:oai:revistas.unheval.edu.pe:article/2409
Enlace del recurso:http://revistas.unheval.edu.pe/index.php/riv/article/view/2409
Nivel de acceso:acceso abierto
Materia:customers
strategies
interactions
loyalty
relationships
clientes
estrategias
interacciones
fidelización
relaciones
id REVUNHEVAL_e6fe88ab6d682b52f825b5a998e69c5f
oai_identifier_str oai:revistas.unheval.edu.pe:article/2409
network_acronym_str REVUNHEVAL
network_name_str Revistas - Universidad Nacional Hermilio Valdizán
repository_id_str
spelling Social Customer Relationship Management, an emerging strategy for customer loyaltySocial Customer Relationship Management, una estrategia emergente para la fidelización de los clientesDominguez-Espiritu, Reveca N.Rosas-Tacuchi, Melissa M.Beraún-Quiñonez, Lida D.Oliveros-Davila, Juvenal A.Rasmuzzen-Santamaria, Rocio V.García-Beraún, Heydi S.customersstrategiesinteractionsloyaltyrelationshipsclientesestrategiasinteraccionesfidelizaciónrelacionesIn the digital age, the key to business success lies in effective customer relationship management. Social Customer Relationship Management (SCRM) is emerging as a disruptive strategy by integrating the dynamics of social media into customer relationship management (CRM). This study seeks to determine the extent to which the Social Customer Relationship Management (SCRM) strategy relates to customer loyalty. It presents a quantitative, basic approach, correlational level, and non-experimental design. The population comprises 446 customers, of which 207 constitute the sample. The results obtained from the Spearman's Rho statistical test yielded a p value of 0.000 < 0.05 and a coefficient of 0.789, supporting the existence of a very strong and significant positive relationship between SCRM implementation and customer loyalty. This finding highlights the importance of the SCRM strategy in directly improving customer perceptions of the services offered, thus consolidating the company's competitive position in the market and contributing to long-term customer loyalty. En la era digital, la clave del éxito empresarial reside en la gestión efectiva de las relaciones con los clientes. El Social Customer Relationship Management emerge como una estrategia disruptiva al integrar las dinámicas de las redes sociales en la gestión de relaciones con los clientes. Este estudio busca determinar en qué medida la estrategia Social Customer Relationship Management se relaciona con la fidelización de los clientes. Presenta un enfoque cuantitativo, de tipo básico, nivel correlacional y diseño no experimental. La población comprende 446 clientes, de los cuales 207 constituyen la muestra. Los resultados obtenidos de la prueba estadística Rho de Spearman, dieron un valor de p = 0.000 < 0.05 y un coeficiente de 0.789, que respaldan la existencia de una relación positiva muy fuerte y significativa entre la implementación de SCRM y la fidelización de los clientes. Este hallazgo destaca la relevancia de la estrategia SCRM al mejorar directamente la percepción del cliente sobre los servicios ofrecidos, consolidando así la posición competitiva de la empresa en el mercado y contribuyendo a la fidelidad a largo plazo de los clientes.Universidad Nacional Hermilio Valdizán2025-06-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionArtículo revisado por paresapplication/pdfhttp://revistas.unheval.edu.pe/index.php/riv/article/view/240910.33554/riv.19.2.2409Investigación Valdizana; Vol. 19 No. 2 (2025); e2409Investigación Valdizana; Vol. 19 Núm. 2 (2025); e2409Investigación Valdizana; v. 19 n. 2 (2025); e24091995-445X1994-1420reponame:Revistas - Universidad Nacional Hermilio Valdizáninstname:Universidad Nacional Hermilio Valdizaninstacron:UNHEVALspahttp://revistas.unheval.edu.pe/index.php/riv/article/view/2409/2130Derechos de autor 2025 Reveca N. Dominguez-Espiritu, Melissa M. Rosas Tacuchi, Lida D. Beraún Quiñonez, Juvenal A. Oliveros-Davila, Rocio V. Rasmuzzen-Santamaria, Heydi S. García Beraúnhttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessoai:revistas.unheval.edu.pe:article/24092025-08-04T15:35:27Z
dc.title.none.fl_str_mv Social Customer Relationship Management, an emerging strategy for customer loyalty
Social Customer Relationship Management, una estrategia emergente para la fidelización de los clientes
title Social Customer Relationship Management, an emerging strategy for customer loyalty
spellingShingle Social Customer Relationship Management, an emerging strategy for customer loyalty
Dominguez-Espiritu, Reveca N.
customers
strategies
interactions
loyalty
relationships
clientes
estrategias
interacciones
fidelización
relaciones
title_short Social Customer Relationship Management, an emerging strategy for customer loyalty
title_full Social Customer Relationship Management, an emerging strategy for customer loyalty
title_fullStr Social Customer Relationship Management, an emerging strategy for customer loyalty
title_full_unstemmed Social Customer Relationship Management, an emerging strategy for customer loyalty
title_sort Social Customer Relationship Management, an emerging strategy for customer loyalty
dc.creator.none.fl_str_mv Dominguez-Espiritu, Reveca N.
Rosas-Tacuchi, Melissa M.
Beraún-Quiñonez, Lida D.
Oliveros-Davila, Juvenal A.
Rasmuzzen-Santamaria, Rocio V.
García-Beraún, Heydi S.
author Dominguez-Espiritu, Reveca N.
author_facet Dominguez-Espiritu, Reveca N.
Rosas-Tacuchi, Melissa M.
Beraún-Quiñonez, Lida D.
Oliveros-Davila, Juvenal A.
Rasmuzzen-Santamaria, Rocio V.
García-Beraún, Heydi S.
author_role author
author2 Rosas-Tacuchi, Melissa M.
Beraún-Quiñonez, Lida D.
Oliveros-Davila, Juvenal A.
Rasmuzzen-Santamaria, Rocio V.
García-Beraún, Heydi S.
author2_role author
author
author
author
author
dc.subject.none.fl_str_mv customers
strategies
interactions
loyalty
relationships
clientes
estrategias
interacciones
fidelización
relaciones
topic customers
strategies
interactions
loyalty
relationships
clientes
estrategias
interacciones
fidelización
relaciones
description In the digital age, the key to business success lies in effective customer relationship management. Social Customer Relationship Management (SCRM) is emerging as a disruptive strategy by integrating the dynamics of social media into customer relationship management (CRM). This study seeks to determine the extent to which the Social Customer Relationship Management (SCRM) strategy relates to customer loyalty. It presents a quantitative, basic approach, correlational level, and non-experimental design. The population comprises 446 customers, of which 207 constitute the sample. The results obtained from the Spearman's Rho statistical test yielded a p value of 0.000 < 0.05 and a coefficient of 0.789, supporting the existence of a very strong and significant positive relationship between SCRM implementation and customer loyalty. This finding highlights the importance of the SCRM strategy in directly improving customer perceptions of the services offered, thus consolidating the company's competitive position in the market and contributing to long-term customer loyalty. 
publishDate 2025
dc.date.none.fl_str_mv 2025-06-30
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Artículo revisado por pares
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv http://revistas.unheval.edu.pe/index.php/riv/article/view/2409
10.33554/riv.19.2.2409
url http://revistas.unheval.edu.pe/index.php/riv/article/view/2409
identifier_str_mv 10.33554/riv.19.2.2409
dc.language.none.fl_str_mv spa
language spa
dc.relation.none.fl_str_mv http://revistas.unheval.edu.pe/index.php/riv/article/view/2409/2130
dc.rights.none.fl_str_mv http://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv http://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidad Nacional Hermilio Valdizán
publisher.none.fl_str_mv Universidad Nacional Hermilio Valdizán
dc.source.none.fl_str_mv Investigación Valdizana; Vol. 19 No. 2 (2025); e2409
Investigación Valdizana; Vol. 19 Núm. 2 (2025); e2409
Investigación Valdizana; v. 19 n. 2 (2025); e2409
1995-445X
1994-1420
reponame:Revistas - Universidad Nacional Hermilio Valdizán
instname:Universidad Nacional Hermilio Valdizan
instacron:UNHEVAL
instname_str Universidad Nacional Hermilio Valdizan
instacron_str UNHEVAL
institution UNHEVAL
reponame_str Revistas - Universidad Nacional Hermilio Valdizán
collection Revistas - Universidad Nacional Hermilio Valdizán
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1844434254310670336
score 13.399129
Nota importante:
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).