Resumen

QUEZADA-TORRES, Walter David  y  CHAMBA MENDEZ, Christian. CRM system for managing customer service in Ecuadorian savings and credit cooperatives. Universidad y Sociedad [online]. 2023, vol.15, n.3, pp. 149-155.  Epub 30-Jun-2023. ISSN 2218-3620.

The purpose is to examine the necessity of implementation of a CRM system as an alternative resource for assistance in customer service management, with particular interest in savings and credit cooperatives in Ecuador. This aim arises from a sustained problem of the poor quality of user service and the need to integrate customer service processes with information technologies that allow their automation and thus achieve competitive advantages in the financial sector. The research is based on an exploratory, descriptive and correlational scope; with a quantitative methodological approach that, based on the Servqual methodology, allows knowing the expectation and perception of clients in the attention received by Ecuadorian financial entities. From the results obtained, the relevance of implementing technologies such as CRM to automate customer service processes is concluded, in addition to constituting a support tool in decision making in order to improve the quality of services in financial entities, such as savings and credit cooperatives.

Palabras clave : Quality; Customer service; Servqual; Customer Relationship Management; Savings and credit cooperatives.

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