Análisis del uso de la estrategia CRM en las microempresas del Norte de Guayaquil

Abstract

The research examines the impact of CRM strategies on microenterprises in the north of Guayaquil. The absence of information about this strategy in this context motivates this study. The aim is to understand how these strategies influence microbusinesses, surveys were applied to one hundred companies and interviews were conducted with four CRM experts. The results highlight that many microenterprises do not fully take advantage of CRM strategies due to lack of knowledge but show interest in adopting updated tools. Implementation varies depending on the individual practices of microentrepreneurs. It is concluded that the importance of recognizing the transformative potential of CRM strategies is essential to boost the growth and competitiveness of microenterprises in the current market.