Coping with earthquakes and COVID-19: A perspective of customer relationship management

Karen L. Orengo-Serra; María Sánchez-Jauregui

doi:10.18046/j.estger.2021.159.4435

Autores/as

Karen L. Orengo-Serra Professor, Graduate School of Business Administration, University of Puerto Rico, Rio Piedras, Puerto Rico. https://orcid.org/0000-0001-6620-8136
María Sánchez-Jauregui Research Assistant, Graduate School of Business Administration, University of Puerto Rico, Rio Piedras, Puerto Rico. https://orcid.org/0000-0001-6003-5158

DOI:

https://doi.org/10.18046/j.estger.2021.159.4435

Palabras clave:

gestión de la relación con el cliente, resiliencia, Puerto Rico, COVID-19, terremotos

Resumen

Este estudio describe las actividades de resiliencia de la Gestión de la Relación con el Cliente o CRM, por sus siglas en inglés, llevadas a cabo en Puerto Rico por las pequeñas y medianas empresas (Pymes) durante una serie de terremotos y la pandemia del COVID-19. El objetivo del estudio es brindar estrategias para ayudar a las empresas a que avancen y manejen efectos negativos de eventos disruptivos inesperados. El proceso de recopilación de datos consistió en 121 encuestados y 7 entrevistas con dueños y gerentes de negocios que operan en Puerto Rico. El refuerzo de las comunicaciones con los clientes, seguido de la reingeniería de la distribución y logística, fueron algunas estrategias de resiliencia de CRM utilizadas con frecuencia. Con un respaldo en Infraestructura Crítica (IC) las empresas evitan interrupciones de las telecomunicaciones manteniéndose en comunicación con los constituyentes principalmente a través de las conexiones vía satélite y Wi-Fi.

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