The effect of digital marketing on customer relationship management in the education sector: Peruvian case
Descripción del Articulo
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...
| Autor: | |
|---|---|
| Formato: | tesis de grado |
| Fecha de Publicación: | 2021 |
| Institución: | Universidad Continental |
| Repositorio: | CONTINENTAL-Institucional |
| Lenguaje: | inglés |
| OAI Identifier: | oai:repositorio.continental.edu.pe:20.500.12394/10076 |
| Enlace del recurso: | https://hdl.handle.net/20.500.12394/10076 https://doi.org/10.5267/j.uscm.2021.6.007 |
| Nivel de acceso: | acceso abierto |
| Materia: | Marketing por internet Satisfacción del cliente Educación https://purl.org/pe-repo/ocde/ford#5.02.04 |
| id |
UCON_bee2acc9b8cfa8fdc117300a1328d9fb |
|---|---|
| oai_identifier_str |
oai:repositorio.continental.edu.pe:20.500.12394/10076 |
| network_acronym_str |
UCON |
| network_name_str |
CONTINENTAL-Institucional |
| repository_id_str |
4517 |
| 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 por internet Satisfacción del cliente Educación https://purl.org/pe-repo/ocde/ford#5.02.04 |
| 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 |
| author_role |
author |
| dc.contributor.advisor.fl_str_mv |
Vicente Ramos, Wagner Enoc |
| dc.contributor.author.fl_str_mv |
Oré Calixto, Sofía |
| dc.subject.es_ES.fl_str_mv |
Marketing por internet Satisfacción del cliente Educación |
| topic |
Marketing por internet Satisfacción del cliente Educación https://purl.org/pe-repo/ocde/ford#5.02.04 |
| dc.subject.ocde.es_ES.fl_str_mv |
https://purl.org/pe-repo/ocde/ford#5.02.04 |
| 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 |
2021-09-28T14:57:29Z |
| dc.date.available.none.fl_str_mv |
2021-09-28T14:57:29Z |
| dc.date.issued.fl_str_mv |
2021 |
| dc.type.es_ES.fl_str_mv |
info:eu-repo/semantics/bachelorThesis |
| dc.type.version.es_ES.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
| format |
bachelorThesis |
| status_str |
publishedVersion |
| dc.identifier.citation.es_ES.fl_str_mv |
Oré, S. (2021). The effect of digital marketing on customer relationship management in the education sector: Peruvian case. Tesis para optar el título profesional de Licenciada en Administración y Marketing, Escuela Académico Profesional de Administración y Marketing, Universidad Continental, Huancayo, Perú. |
| dc.identifier.uri.none.fl_str_mv |
https://hdl.handle.net/20.500.12394/10076 |
| dc.identifier.doi.es_ES.fl_str_mv |
https://doi.org/10.5267/j.uscm.2021.6.007 |
| identifier_str_mv |
Oré, S. (2021). The effect of digital marketing on customer relationship management in the education sector: Peruvian case. Tesis para optar el título profesional de Licenciada en Administración y Marketing, Escuela Académico Profesional de Administración y Marketing, Universidad Continental, Huancayo, Perú. |
| url |
https://hdl.handle.net/20.500.12394/10076 https://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://growingscience.com/beta/uscm/4903-the-effect-of-digital-marketing-on-customer-relationship-management-in-the-education-sector-peruvian-case.html |
| dc.relation.ispartof.fl_str_mv |
SUNEDU |
| 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.es_ES.fl_str_mv |
application/pdf |
| dc.format.extent.es_ES.fl_str_mv |
p. 549-554 |
| dc.publisher.es_ES.fl_str_mv |
Universidad Continental |
| dc.publisher.country.es_ES.fl_str_mv |
PE |
| dc.source.es_ES.fl_str_mv |
Universidad Continental Repositorio Institucional - Continental |
| dc.source.none.fl_str_mv |
reponame:CONTINENTAL-Institucional instname:Universidad Continental instacron:CONTINENTAL |
| instname_str |
Universidad Continental |
| instacron_str |
CONTINENTAL |
| institution |
CONTINENTAL |
| reponame_str |
CONTINENTAL-Institucional |
| collection |
CONTINENTAL-Institucional |
| bitstream.url.fl_str_mv |
https://repositorio.continental.edu.pe/backend/api/core/bitstreams/9e22af66-f509-466e-ac4a-a62ab6abd79d/download https://repositorio.continental.edu.pe/backend/api/core/bitstreams/39202542-0417-43ca-8250-b380d2b5368a/download https://repositorio.continental.edu.pe/backend/api/core/bitstreams/ed7f60cb-7546-4bbc-894e-f39ed34791dd/download https://repositorio.continental.edu.pe/backend/api/core/bitstreams/f826b481-e260-4571-9133-b06d65923f39/download |
| bitstream.checksum.fl_str_mv |
f09e0a22ac923ed01540a1d53b811188 8a4605be74aa9ea9d79846c1fba20a33 09f2075145bd79e3211a0c9e040835df 3a0cc31abed401568217f1b38fbe2fa2 |
| bitstream.checksumAlgorithm.fl_str_mv |
MD5 MD5 MD5 MD5 |
| repository.name.fl_str_mv |
Repositorio de la Universidad Continental |
| repository.mail.fl_str_mv |
repositorio@continental.edu.pe |
| _version_ |
1854579496928149504 |
| spelling |
Vicente Ramos, Wagner EnocOré Calixto, Sofía2021-09-28T14:57:29Z2021-09-28T14:57:29Z2021Oré, S. (2021). The effect of digital marketing on customer relationship management in the education sector: Peruvian case. Tesis para optar el título profesional de Licenciada en Administración y Marketing, Escuela Académico Profesional de Administración y Marketing, Universidad Continental, Huancayo, Perú.https://hdl.handle.net/20.500.12394/10076https://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.application/pdfp. 549-554engUniversidad ContinentalPEhttp://growingscience.com/beta/uscm/4903-the-effect-of-digital-marketing-on-customer-relationship-management-in-the-education-sector-peruvian-case.htmlSUNEDUinfo:eu-repo/semantics/openAccesshttps://creativecommons.org/licenses/by/4.0/Attribution 4.0 International (CC BY 4.0)Acceso abiertoUniversidad ContinentalRepositorio Institucional - Continentalreponame:CONTINENTAL-Institucionalinstname:Universidad Continentalinstacron:CONTINENTALMarketing por internetSatisfacción del clienteEducaciónhttps://purl.org/pe-repo/ocde/ford#5.02.04The effect of digital marketing on customer relationship management in the education sector: Peruvian caseinfo:eu-repo/semantics/bachelorThesisinfo:eu-repo/semantics/publishedVersionLicenciada en Administración y MarketingUniversidad Continental. Facultad de Ciencias de la Empresa.Administración y MarketingPregrado presencial regular20738614https://orcid.org/0000-0001-6322-352573141949413306https://purl.org/pe-repo/renati/level#tituloProfesionalhttps://purl.org/pe-repo/renati/type#tesisTEXTIV_FCE_318_TE_Oré_Calixto_2021.pdf.txtIV_FCE_318_TE_Oré_Calixto_2021.pdf.txtExtracted texttext/plain28054https://repositorio.continental.edu.pe/backend/api/core/bitstreams/9e22af66-f509-466e-ac4a-a62ab6abd79d/downloadf09e0a22ac923ed01540a1d53b811188MD57LICENSElicense.txtlicense.txttext/plain; charset=utf-81748https://repositorio.continental.edu.pe/backend/api/core/bitstreams/39202542-0417-43ca-8250-b380d2b5368a/download8a4605be74aa9ea9d79846c1fba20a33MD52ORIGINALIV_FCE_318_TE_Oré_Calixto_2021.pdfIV_FCE_318_TE_Oré_Calixto_2021.pdfOré Calixto, Sofíaapplication/pdf747744https://repositorio.continental.edu.pe/backend/api/core/bitstreams/ed7f60cb-7546-4bbc-894e-f39ed34791dd/download09f2075145bd79e3211a0c9e040835dfMD51THUMBNAILIV_FCE_318_TE_Oré_Calixto_2021.pdf.jpgIV_FCE_318_TE_Oré_Calixto_2021.pdf.jpgGenerated Thumbnailimage/jpeg22047https://repositorio.continental.edu.pe/backend/api/core/bitstreams/f826b481-e260-4571-9133-b06d65923f39/download3a0cc31abed401568217f1b38fbe2fa2MD5820.500.12394/10076oai:repositorio.continental.edu.pe:20.500.12394/100762025-12-02 15:08:32.732https://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessopen.accesshttps://repositorio.continental.edu.peRepositorio de la Universidad Continentalrepositorio@continental.edu.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 |
| score |
13.2955885 |
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).
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).
