Use of customer relationship management systems: Evidence from Higher Education Institutions in Colombia

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dc.contributor.authorCastellanos Camargo, Luis Guillermo
dc.date2017-01-02
dc.descriptionThis document explores Customer Relationship Management Systems (CRM) use at Higher Education Institutions (HEI’s), in Colombia. In-depth interviews were conducted involving 8 marketing managers at private HEI’s, information was processed in NVIVO. Findings indicate that all HEI’s interviewed use CRM; however, some conduct campaigns through other sources (i.e. information systems or manually), which leads to further disarticulation of marketing activities, due to reprocessing. The above has as managerial implication the need to generate mechanisms that allow information and marketing management strategies as part of organization culture, to keep and track customers knowledge through CRM potential, in a country with high levels of student dropout.en-US
dc.descriptionEste documento explora el uso de Sistemas de Gestión de Relaciones con Clientes (CRM) en Instituciones de Educación Superior (IES) en Colombia. Se realizaron ocho entrevistas en profundidad a los gestores de las acciones de mercadeo en IES privadas, la información fue procesada en NVIVO. Los hallazgos sugieren que las IES entrevistadas usan CRM; sin embargo, algunas realizan campañas de mercadeo a través de otros canales (por ejemplo: otros sistemas de información o sin registro en algún sistema). Lo anterior lleva a la desarticulación y al reproceso de actividades de mercadeo y tiene como implicación gerencial la necesidad de generar mecanismos que permitan que la informacion y la gestión de las estrategias de mercadeo conformen la cultura de gestión de conocimiento de las IES, con el fin de mantener y hacer seguimiento a los estudiantes a través de todo el potencial con el que cuenta el CRM, máxime en un país con altas tasas de deserción.es-ES
dc.descriptionEste artigo explora o uso de sistemas de Customer Relationship Management (CRM) em Instituições de Ensino Superior (IES), na Colômbia. 8 gerentes entrevistas ações de marketing em profundidade foram realizadas IES privadas, as informações foram processadas no NVivo. Os resultados sugerem que o uso de CRM IES entrevistados; no entanto, algumas campanhas de marketing realizadas através de outros canais (por exemplo, outros sistemas de informação sem registro ou qualquer outro sistema). Isso leva ao desmantelamento e reprocessamento de atividades de marketing. Isto tem como implicação gerencial a necessidade de criar mecanismos que permitem estratégias de informação e de marketing gestão, conformam a cultura de conhecimento da IES de gestão, a fim de manter e controlar os alunos através todo o potencial que conta CRM, especialmente em um país com altas taxas de evasão.pt-BR
dc.formatapplication/pdf
dc.identifierhttps://revistas.unilibre.edu.co/index.php/libreempresa/article/view/820
dc.identifier10.18041/libemp.2017.v14n1.27111
dc.identifier.urihttp://hdl.handle.net/10901/14040
dc.languagespa
dc.language.isospaspa
dc.publisherUniversidad Librees-ES
dc.relationhttps://revistas.unilibre.edu.co/index.php/libreempresa/article/view/820/635
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Gestión de la relación de las universidades con docentes, estudiantes y egresados. Revista Iberoamericana de Educacion, 47(5), 1–14. 15. Rowley, J. (2003). Retention: Rhetoric or realistic agendas for the future of higher education. International Journal of Educational Management, 17(6), 248–253. https:// doi.org/10.1108/09513540310487578 16. Sahney, S., Banwet, D. K., & Karunes, S. (2008). An integrated framework of indices for quality management in education: A faculty perspective. TQM Journal, 20(5), 502–519. https://doi.org/10.1108/17542730810898467 17. Santamaría, F.-A., & Bustos, A. (2013). Permanencia y abandono en la educación superior: una experiencia de investigación a partir de las voces de los jóvenes estudiantes. Revista Infancias Imágenes, 12(2), 73–80. 18. Seeman, E. D., & O’Hara, M. (2006). Customer relationship management in higher education: Using information systems to improve the student-school relationship. Campus-Wide Information Systems, 23(1), 24–34. https://doi. org/10.1108/10650740610639714 19. Zeine, R., Palatnick, F., Boglarsky, C., Blessinger, P., Herrick, B., & Hamlet, M. (2015). Customer service focus and Mission Articulation as measures of organizational effectiveness in higher education institutions: Driving student success. Management Education, 14(1), 1–10.
dc.relation.ispartofjournalRevistas - Ciencias Económicas, Administrativas y Contablesspa
dc.rights.licenseAtribución-NoComercial-SinDerivadas 2.5 Colombia*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/2.5/co/*
dc.sourceLIBRE EMPRESA; Vol 14 No 1 (2017): Libre Empresa; 241-252en-US
dc.sourceLibre Empresa; Vol. 14 Núm. 1 (2017): Libre Empresa; 241-252es-ES
dc.source2538-9904
dc.source1657-2815
dc.subject.proposalGestión de relaciones con los clienteses-ES
dc.subject.proposalInstituciones de educación superiores-ES
dc.subject.proposalsalida del estudiantees-ES
dc.titleUse of customer relationship management systems: Evidence from Higher Education Institutions in Colombiaen-US
dc.titleUso de sistemas de gestión de relaciones con clientes: evidencias de Instituciones de Educación Superior en Colombiaes-ES
dc.titleSistemas utilizando customer relationship management: Evidências de Instituições de Ensino Superior na Colômbiapt-BR
dc.type.coarhttp://purl.org/coar/resource_type/c_6501
dc.type.coarversionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.localArtículo Revisado por Pares Académicoses-ES

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