Customer Relationship Management (CRM) y la satisfacción al cliente en las Instituciones de Educación Superior

Abstract

The present research work is a study carried out on how Higher Education Institutions manage the relationships with students, from the CRM approach. Initially a conceptual investigation was carried out on the CRM from where the knowledge of the needs and desires of the students starts, through a survey important information was collected on how the Higher Education Institutions manages the relations with its students, how this influences in the expectations of the students about the services offered and the degree of satisfaction they perceive with respect to the different services. With the results obtained, it is proposed to develop a CRM strategy that allows managing relations with its students, using information technologies and appropriate and integrated communication channels to meet preferences and needs and provide services and satisfaction and allow them to feel an integral part of the institution during their student life and after it.