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

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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 que...

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Detalles Bibliográficos
Autores: Oré-Calixto, Sofía, Vicente-Ramos, Wagner
Formato: artículo
Fecha de Publicación:2021
Institución:Universidad Continental
Repositorio:CONTINENTAL-Institucional
Lenguaje:inglés
OAI Identifier:oai:repositorio.continental.edu.pe:20.500.12394/10304
Enlace del recurso:https://hdl.handle.net/20.500.12394/10304
http://dx.doi.org/10.5267/j.uscm.2021.6.007
Nivel de acceso:acceso abierto
Materia:Marketing digital
Modelo de ecuaciones
https://purl.org/pe-repo/ocde/ford#1.02.02
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dc.title.es_ES.fl_str_mv The effect of digital marketing on customer relationship management in the education sector: Peruvian case
title The effect of digital marketing on customer relationship management in the education sector: Peruvian case
spellingShingle The effect of digital marketing on customer relationship management in the education sector: Peruvian case
Oré-Calixto, Sofía
Marketing digital
Modelo de ecuaciones
https://purl.org/pe-repo/ocde/ford#1.02.02
title_short The effect of digital marketing on customer relationship management in the education sector: Peruvian case
title_full The effect of digital marketing on customer relationship management in the education sector: Peruvian case
title_fullStr The effect of digital marketing on customer relationship management in the education sector: Peruvian case
title_full_unstemmed The effect of digital marketing on customer relationship management in the education sector: Peruvian case
title_sort The effect of digital marketing on customer relationship management in the education sector: Peruvian case
author Oré-Calixto, Sofía
author_facet Oré-Calixto, Sofía
Vicente-Ramos, Wagner
author_role author
author2 Vicente-Ramos, Wagner
author2_role author
dc.contributor.author.fl_str_mv Oré-Calixto, Sofía
Vicente-Ramos, Wagner
dc.subject.es_ES.fl_str_mv Marketing digital
Modelo de ecuaciones
topic Marketing digital
Modelo de ecuaciones
https://purl.org/pe-repo/ocde/ford#1.02.02
dc.subject.ocde.es_ES.fl_str_mv https://purl.org/pe-repo/ocde/ford#1.02.02
description 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.
publishDate 2021
dc.date.accessioned.none.fl_str_mv 2021-11-16T02:50:48Z
dc.date.available.none.fl_str_mv 2021-11-16T02:50:48Z
dc.date.issued.fl_str_mv 2021
dc.type.es_ES.fl_str_mv info:eu-repo/semantics/article
dc.type.version.es_ES.fl_str_mv info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.citation.es_ES.fl_str_mv Oré, 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.2021.6.007
dc.identifier.uri.none.fl_str_mv https://hdl.handle.net/20.500.12394/10304
dc.identifier.journal.es_ES.fl_str_mv Uncertain Supply Chain Management
dc.identifier.doi.es_ES.fl_str_mv http://dx.doi.org/10.5267/j.uscm.2021.6.007
identifier_str_mv Oré, 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.2021.6.007
Uncertain Supply Chain Management
url https://hdl.handle.net/20.500.12394/10304
http://dx.doi.org/10.5267/j.uscm.2021.6.007
dc.language.iso.es_ES.fl_str_mv eng
language eng
dc.relation.es_ES.fl_str_mv http://www.growingscience.com/uscm/Vol9/uscm_2021_54.pdf
dc.rights.es_ES.fl_str_mv info:eu-repo/semantics/openAccess
dc.rights.uri.es_ES.fl_str_mv https://creativecommons.org/licenses/by/4.0/
dc.rights.license.es_ES.fl_str_mv Attribution 4.0 International (CC BY 4.0)
dc.rights.accessRights.es_ES.fl_str_mv Acceso abierto
eu_rights_str_mv openAccess
rights_invalid_str_mv https://creativecommons.org/licenses/by/4.0/
Attribution 4.0 International (CC BY 4.0)
Acceso abierto
dc.format.extent.es_ES.fl_str_mv p. 549-557
dc.publisher.es_ES.fl_str_mv Universidad Continental
dc.source.none.fl_str_mv reponame:CONTINENTAL-Institucional
instname:Universidad Continental
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instname_str Universidad Continental
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collection CONTINENTAL-Institucional
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spelling Oré-Calixto, SofíaVicente-Ramos, Wagner2021-11-16T02:50:48Z2021-11-16T02:50:48Z2021Oré, 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.2021.6.007https://hdl.handle.net/20.500.12394/10304Uncertain Supply Chain Managementhttp://dx.doi.org/10.5267/j.uscm.2021.6.007The 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.p. 549-557engUniversidad Continentalhttp://www.growingscience.com/uscm/Vol9/uscm_2021_54.pdfinfo:eu-repo/semantics/openAccesshttps://creativecommons.org/licenses/by/4.0/Attribution 4.0 International (CC BY 4.0)Acceso abiertoMarketing digitalModelo de ecuacioneshttps://purl.org/pe-repo/ocde/ford#1.02.02The effect of digital marketing on customer relationship management in the education sector: Peruvian caseinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionreponame:CONTINENTAL-Institucionalinstname:Universidad Continentalinstacron:CONTINENTALLICENSElicense.txtlicense.txttext/plain; charset=utf-81748https://repositorio.continental.edu.pe/backend/api/core/bitstreams/332937ad-7405-400a-a719-ccb8e929caa1/download8a4605be74aa9ea9d79846c1fba20a33MD5120.500.12394/10304oai:repositorio.continental.edu.pe:20.500.12394/103042021-11-15 21:50:48.345https://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessmetadata.onlyhttps://repositorio.continental.edu.peRepositorio de la Universidad Continentalrepositorio@continental.edu.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The effect of digital marketing on customer relationship management in the education sector: Peruvian case
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