ADOPCIÓN DE SOCIAL CRM EN NEGOCIOS DE EMPRENDIMIENTO DE LA CIUDAD DE GUAYAQUIL

Abstract

This work aims to analyze the digital environment for the implementation of strategies Social Customer Relationship Management (SCRM) in business entrepreneurship, through actions where the customer and / or company interacts with brands such as customer service channels through web 2.0, such as Facebook, Twitter, LinkedIn; by searching engines which optimizes the relationship with clients and potential clients, projecting a real image of the brand, forming turn business opportunities. ADOPCIÓN DE SOCIAL CRM EN NEGOCIOS DE EMPRENDIMIENTO DE LA CIUDAD DE GUAYAQUIL. Another major objective is to show the evolution of Customer Relationship Management, and how entrepreneurs have adopted in their companies as expenditure or as a strategy where an added value that can differentiate themselves from the competition and be successful the company is created. The methodology applied was non-probability sampling interviews five managers of SMEs and random sampling 105 people in Guayaquil city if he would be willing to start a business and how it would. Among the main results, it was found that 94% of respondents if they would be willing to start a business and lack of capital to 63% does not risk starting a Small and Medium Enterprises (SMEs).