Análisis del CRM (Customer Relationship Management/Gestión de Relaciones con el Cliente) que utilizan los Centros Comerciales del Ahorro (BBB) Centro Comercial el Tejar – Centro Comercial la Merced al momento de realizar sus ventas

Abstract

The present investigation has as its theme “Analysis of the CRM (Customer Relationship Management / Customer Relationship Management) in the Shopping Centers of Saving (BBB) Shopping Center El Tejar- Shopping Center La Merced and its relationship with customers. The research describes the creation of the Shopping Centers, mainly in the city of Quito, taking as a reference the BBB Shopping Centers (Good, Beautiful and Cheap), highlighting information from the BBB Shopping Centers, called “El Tejar” and “La Merced”, Which are located in the historic center of the city of Quito, which are attended by people from all sectors of the city and from all walks of life. Additionally, the CRM (Customer Relationship Management / Customer Relationship Management) is detailed as an administrative approach that allows the management of a company's relationship with its current and potential customers, specifically focusing on how it can be retained satisfying its needs and driving growth of sales. With the help of experimental research, a survey was carried out in the Shopping Centers (BBB) of "El Tejar" and "La Merced" to persons of legal age in capacity to attend, buy and visit these centers (BBB). Thus, both sellers and buyers use the CRM (Customer Relationship Management) in an empirical way, since both parties somehow seek to attend and attend them cordially trying to maintain a perpetual relationship and durable when making your transactions.