La Influencia de los sistemas de gestión de relaciones con los clientes (CRM) en la eficiencia y efectividad de las Pequeñas y Medianas Empresas en Arabia Saudita
DOI:
https://doi.org/10.5377/reice.v12i23.18292Palabras clave:
CRM, PYMES, Actuación, ClientesResumen
Este estudio tiene como objetivo explorar los sistemas de gestión de relaciones con los clientes (CRM) en pequeñas y medianas empresas (PYME) en Arabia Saudita. Más específicamente, este estudio investiga los beneficios de CRM, los factores críticos de éxito (CSF) y el impacto de CRM en el desempeño de las PYMES. Este estudio se basa en un diseño cualitativo; Se emplearon entrevistas semiestructuradas para adquirir los datos necesarios. Los resultados reflejan que todos los negocios investigados están implementando CRM. Además, se ha determinado que ciertos factores de éxito, como la capacitación de los empleados, el apoyo de la alta dirección y la gestión del cambio, tienen un impacto significativo en el sistema CRM y aumentan el logro de los resultados deseados. El estudio crea conciencia sobre CRM y proporciona a los ejecutivos información sobre las prácticas de CRM, con el objetivo de mejorar la eficacia de CRM y confirmar sus beneficios y ventajas para las partes interesadas.
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Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
