CRM performance and development of entrepreneurship in digital commerce media in the commercial sector
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Abstract
Social networks have triggered a broad evolution in the structure and accessibility of information with a prominent role in the diversity of market investments, since the decision of SMEs on the use of social networks as an approach to implement entrepreneurship has It was a strategic decision. Therefore, the objective of the research is to find out how the relationship of CRM has been in ventures through digital commerce in the commercial sector. The population of this study consists of all small and medium-sized companies, which are registered in the SRI of Tungurahua, this sample size is 163 enterprises in the commercial sector. The SPSS Sample Power version 3.0 statistic was used to calculate the optimal sample size. According to the results of previous theoretical studies, SMEs suffer from essential limitations such as financial resources, time constraints, marketing skills, and low market share. Therefore, SME managers must take this fact into account and pay attention to the indices associated with product and process innovations. Finally, it was concluded that traditional advertising and marketing methods were used in many SMEs and that the role of the media and social networks in this regard was not highlighted as much as it should. Many of these units have channels and pages on social networks that have not been updated for a long time and do not carry out specific activities. Therefore, SMEs should pay special attention to the media business.
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María Evelina Chango-Pilla , Universidad Técnica de Ambato - Ecuador
Graduated from the Organization career of Companies
Mayra Judith Masaquiza-Masaquiza , Universidad Técnica de Ambato - Ecuador
Graduated from the Organization career of Companies
Elias David Caisa-Yucailla, Universidad Técnica de Ambato - Ecuador
https://orcid.org/0000-0003-4168-4800
Coordinator of the Liaison Unit of the Faculty of Administrative Sciences, Professor of the Technical University of Ambato, Faculty of Administrative Sciences, Master in Public Management, Commercial Engineer, Technician in Public Procurement at the Municipal GAD of Patate, Manager of the Micro-business Association "AMISPRO" in the Municipal GAD of Ambato. Tutor of the Leveling Courses Technical University of Ambato, Faculty of Electronic and Industrial Systems Engineering (SNNA-UTA). Born in Ambato - Ecuador, on May 11, 1981
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